The world has changed. Proliferating choice and hyper-connectivity mean customers are more empowered than ever. Technology and generational dynamics have changed the way people connect and relate, placing customers at the centre of their own universe – the network of people and organisations who inform, inspire and influence them.

But this customer empowerment has brought complexity. The challenge for customers, and the opportunity for those that serve them, is to navigate this complexity and deliver the outcome sought. Organisations who fail to respond innovatively to a customer-led world risk rapidly declining in relevance and value. 

Digital transformation is “a matter of survival.”

Customers are shopping on multiple digital devices. They learn, compare, and purchase products without leaving their homes.

The Future of Customer Experience

In the past, business professionals believed the customer experience only involved the actual sale. Now, with the shift toward digital transformation, we know that belief  does not hold true anymore.

The customer experience extends past a single touch point. It includes Facebook ads, billboards, online product pages, and customer service reps. Prospects are learning about your services from friends and co-workers, too.

All those interactions have a profound effect on whether an individual will purchase your products. And for the most part, your team controls how a potential customer perceives your brand.

The Stages of Digital Transformation

Like anything in business, there are no foolproof methods to ensure total success. However, when it comes to digital transformation, the best results come from a strategic step-by-step process.

• Business as Usual: Organizations operate with a familiar legacy perspective of customers, processes, metrics, business models, and technology, believing that it remains the solution to digital relevance.
• Present & Active: Experimentation drives digital literacy and creativity, albeit disparately, throughout the organization while aiming to improve and amplify specific touchpoints and processes.
• Formalized: Make experimentation intentional to drive initiatives that are bolder and seek executive support for new resources and technology.
• Strategic: Recognize the strength in collaboration as their research, work, and shared insights contribute to new strategic roadmaps that plan for digital transformation.
• Converged: The formation of a dedicated digital transformation team to guide strategy and operations based on business and customer-centric goals.
• Innovative & Adaptive: Digital transformation becomes a way of business and a new environment and culture is established to identify and act upon technology and market trends in pilot and, eventually, at scale.

From a consumer perspective, it will increase ‘go-to-market’ initiatives in ways that are more relevant and rewarding along with developing innovative products and delivering meaningful and priceless customer and employee experiences.

For those organizations who have been bold and embarked on a path to digital enlightenment, the end results have been positive and rewarding, resulting in increased revenue and global success.