How Customer Experience Changes With Digital Transformation

DSM Digital School of Marketing - Key Steps To Drive Digital Transformation

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.

Who Is Responsible For the Customer Experience?

The customer experience belongs only to the customer. This means that in one way or another the customer experience will require an enterprise-wide approach.

Clearly, this can happen in a staged way by assigning responsibilities however what always needs to be in place is a clear roadmap for the end goals in mind. Digital transformation is not just about digital marketing transformation. It’s not just about customer service transformation. It’s all of that and more when you’re looking at a customer experience context.

What matters more – than technologies and even processes – in terms of digital transformation – is people. People, as well as technology, go hand in hand and work when they are linked to each other for a common goal. In a recently conducted survey, elements regarding the customer experience – including accurate and consistent customer communication, quick customer response on all fronts and providing best-in-class customer experience – are mentioned more often than other future business success drivers such as process automation.

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