Customer experience drives digital transformation

Developing a successful customer experience strategy is only achievable when organisations realise the interconnectedness of people, processes, and technology, according to Empired.

In fact, technology is proving the differentiating factor in many organisations’ ability to deliver a successful customer experience, says the IT services provider.

It warns though that implementing new technology for its own sake is a recipe for failure.

Empired Head of Digital and Experience Design Kevin Miller says organisations need to plan strategically for technology investments intended to affect customer experience as it is a key driving force behind digital transformation.

“Far from being a business buzzword, he says digital transformation refers to the essential modernisation activities that organisations are undertaking to interact with their customers, suppliers, and other stakeholders digitally,” Mr Miller said.

According to Aberdeen Group, companies with the strongest omni-channel customer engagement strategies retain an average of 89 per cent of their customers, compared to 33 per cent for companies with weak omni-channel strategies.

Furthermore, 89 per cent of customers get frustrated because they have to repeat their issues to multiple representatives.

“Consolidating digital communication channels and offline channels, and making that data available to all company representatives in a single interface, is a bare minimum that organisations should be doing to improve customer experience,” Mr Miller said.

However, he adds that achieving a comprehensive digital transformation is crucial to developing a customer experience that stands out from the crowd.

Empired points out that there are three key phases – reframe, reimagine and realise – required in a customer transformation journey.

The first is the reframe phase, which involves taking stock of the organisation and bringing together key people. The second phase, reimagine, entails assimilating all learning and insights from the reframing phase and designing what the future experience could look like. The final phase, realise, involves bringing the vision to life, and making it actionable and achievable.

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