Few debate the importance of customer experience and digital transformation but companies still have trouble with respect to transforming their organisations in order to capture all the advantages of excellent customer experience.
While approaches vary according to the maturity of the business and the customer opportunities, the most-successful companies address three building blocks: aligning on a strong aspiration, implementing a disciplined process for transformation as well as building up the enablers to make it all work.
As organisations move rapidly towards the digital landscape, businesses face the new challenge of offering immersive experiences to customers through the process of making each and every interaction personal and memorable.
The Way Customers Interact With Brands
The way in which customers are communicating with brands has changed significantly in the past few years. Access to mobile devices which are forever online, in addition to social networks, mean that a number of different new channels have been created.
Now, a more central change has taken place because of this communication shift and thanks to digital transformation. In other words, the customer journey has changed – from learning about a product to purchasing it.
Customer experience, or CX, is how companies go to market and engage people with not just a product but an emotional connection over the entire course of the relationship, with the goal of motivating as well as delighting people rather than frustrating and disappointing them.
What You Need To Keep In Mind
There is one thing worth remembering, no matter what, is that you always need to be a part of the customer journey. The customer journey is developing into one that is more and more complex as customers engage with brands regarding questions and conversation at all stages in the journey.
In this way, customers form real relationships with brands. Thus, the holistic customer experience is impacted by the culture, people, skills, quality, service consistency in addition to the technology and systems that are harnessed to meet the ever-evolving customer expectations. Also, meeting those customer expectations is the first fundamental essence of becoming a customer-centric organisation.
