How digital transformation is redefining the customer experience
Published: April 11, 2019
No matter what business you are in, technology has become entwined with the way you create products and deliver services. As such, the way you manage digital transformation will impact every area of your enterprise, and perhaps nowhere will this impact be felt more than in the way you deliver customer experience.
Digital transformation is the process of applying digital capabilities to the way your company works. By undergoing digital transformation, your company can improve its efficiency and enhance the service it provides to customers, all while unlocking new products and revenue opportunities. Some companies are already incorporating technology like artificial intelligence and the cloud to power their operations. Other companies lag behind, continuing to rely on manual processes and the data silos of yesteryear.
When it comes to customer experience, digital transformation is appropriately being driven by the customer. As consumers expect mobile access, instant service and seamless experiences in everything they do, customer experience teams are responding by shifting from traditional strategies to digital-first strategies.
Enterprises are using digital transformation to deliver a stronger customer experience in at least four ways.
Omnichannel customer experience. Customers think of your brand as a singular entity, and don’t care about the silos that may still exist between your departments and divisions. By breaking down data and communication silos, you can create a consistent omnichannel customer experience strategy that allows your customers to interact with your company in the way that works best for them.
Mobile-first customer experience. With customers living on their smartphones, it’s not just enough to have an app. Your entire customer experience needs to be built around the mobile experience. From payments to order management to support, your entire customer experience operation must be able to fit in a customer’s hand.
Personalized customer experience. No customer wants to feel like a number. By using big data, companies can mine information to provide campaigns, products, and support that has a target audience of one.
AI-powered everything. Artificial intelligence and machine learning have already had a massive impact on customer experience. Chatbots, smart IVR systems, and more all provide customers with 24/7 support while freeing humans up for more difficult tasks. With the ability to consume, analyze and act on massive amounts of data, smart systems can be used from everything to measuring customer satisfaction to ordering products to making useful recommendations, all without requiring human intervention.
Powering digital transformation will require seamless connections between channels and creating both the physical and virtual infrastructure required to serve it. That means making a stronger investment in network performance, cybersecurity, mobility, and other IT initiatives. The good news is that these investments act as a rising tide to improve every facet of your business operations, including customer experience.
While the Internet, smartphones, and other innovations have been revolutionizing the customer experience for more than two decades, we’re only at the beginning of what digital transformation holds in store. With 5G networks on the way, companies are going to be able to provide a customer experience that would have seemed like science fiction just a few years ago.
While some companies will always be resistant to change, change is coming whether you like it or not. The more you can proactively make digital transformation a part of your customer experience strategy, the greater advantage you’ll have over slower-to-adapt competitors.
You can learn more about digitizing the customer experience by exploring our Customer Experience solutions page. It’s well worth your time to see how Verizon can help you provide more meaningful customer experiences at scale on any device at any time. We’ve also created some resources to help you understand and plan your digital transformation in the months and years ahead. Use them to start a conversation within your organization about how you can use innovation to build a better customer experience and a better bottom line.