Digital transformation is a phrase that pops up in corporate mission statements and makes for interesting debates around the office coffee dispenser.
Yes, technology has helped us to do things faster and en masse. But today, technology must make our businesses friendlier and more personable than those of our competitors, because this is what customers are demanding.
To be customer-driven — instead of product-driven — companies will need a new set of core competencies, and I do think it will ultimately result in a shift in how companies are organized.
1. Foundation for digital experiences
Laying a strong foundation for meaningful digital experiences across all customer touchpoints is key. Silos between different departments often result in a customer experience which is fragmented and inconsistent.
To avoid bad experiences brought on by a disconnect between departments such as sales and support, it is essential that the departments are talking to each other, sharing data to plot a comprehensive map of the customer journey. This information is crucial in understanding what makes brands most relevant to their customers, the results of which can be harnessed to create campaigns which engage the consumer in a meaningful manner.
2. Connected experiences
Research has shown that the average consumer uses more than one device, switching between them at any given time. Offering customers a seamless, unified experience across their devices and even bridging the gap between online and offline interaction increases convenience enjoyed by the consumer. This serves to foster brand loyalty, especially if a consumer is confident that a brand knows their preferences inside and out. Customer (data) is always right, especially in the retail world – consumers provide brands with so much data in their interactions, but it is all for naught if brands do not seize the opportunity to utilize these insights for the creation of an outstanding, personalized customer experience.
3. Content velocity
Content velocity is defined as the ability to craft engaging content at the scale and speed required for today’s content-hungry consumer. According to research firm IDC, personalization is one of the major driving forces that puts a company under pressure to create new assets. Doing so requires new technologies and processes, but brands can also exercise creativity in harnessing one of the largest sources of content on the web: user-generated content (UGC.)
UGC is not only created in staggering amounts thanks to tools and apps becoming readily available to the user, but also boasts an air of humble authenticity that improves a connection with customers. We’ve come a long way from simple product placements – a recent Adobe survey found that consumers often considered endorsements by a regular user more valuable than one by a big-name celeb!
Loni Stark is Senior Director of Strategy at Adobe.