The Impact of Digital Transformation on Customer Success in Traditional Businesses

Understanding the Digital Transformation Landscape

Digital transformation refers to the implementation of computer-based technologies into an organization’s products and processes. Organizations typically go through a digital transformation process to improve engagement and better serve both employees and customers.

The following are some of the latest digital transformation trends that businesses like yours may choose to incorporate:

• Artificial intelligence and machine learning
• Low-code and no-code software development
• App development (and the modernization of existing apps)
• Increased focus on customer experience (especially when it comes to apps, websites, etc.)
• Increased emphasis on cybersecurity
• Increased adoption of cloud computing
• Increased focus on automation

Evolving Customer Expectations in the Digital Era

In general, consumers are eager to see their favourite businesses adopt digital transformation strategies.

For example, the results of a Harvard Business Review (HBR) survey revealed that 72 percent of respondents were excited about the shift many companies are making to digital because it will create new opportunities for relationship-building.

Another survey showed that customers also appreciate the level of personalization that digital transformation can provide. Three-fourths of consumers told Accenture that they were more likely to buy from a business that met these criteria:

• Recognized them by name
• Knew their purchase history
• Could recommend products based on previous purchases

Research shows that consumers also appreciate and have come to expect the promptness that digital transformation allows.

For example, the majority of consumers say they expect a customer service response within one hour. Consumers also expect multichannel service and the ability to engage seamlessly with a brand across a variety of platforms (social media, email, text, etc.).

Digital Transformation Advantages for Increased Customer Success

The growing popularity of digital transformation is driving customer success and improving the customer experience in numerous ways, including the following:

Access Valuable Data

The more data you have access to, the easier it is to provide customers with an unparalleled experience.

Digital transformation provides your organization with more data than you could have ever had otherwise, including data regarding customers’ unique demographics, wants, needs, and pain points. This data, in turn, can help you understand what aspects of your business plan are working and which ones need improvement.

Increase Personalization

You can use the data provided by the adoption of digital tools and technologies to provide customers with a more personalized experience. As mentioned above, personalization is a top priority for many consumers, and they’re more likely to work with businesses that take their unique interests, past shopping behaviours, etc., into account.

Enhance Customer Service

By providing access to more data and personalizing your services and responses, digital transformation can also help your organization provide superior customer service.

When people come to you with a question or concern, you can address their needs promptly (with a personalized response that is tailored to their unique issue) and help them see your business in a positive light.

Provide an Omnichannel Experience

By adopting new technology and taking advantage of the myriad digital channels available to consumers these days, your organization can connect with a larger audience and make it easier for them to follow through with their purchases.

Digital transformation allows you to provide an omnichannel experience, which means people can start their purchase on one platform and smoothly transition to another to complete the process.

Streamline Sales Transactions

Digital transformation will enable your business to provide customers with seamless digital transactions.

If you want people to pay for your products or services consistently, you need to make it easy for them to do so. By digitizing your business and investing in solutions that simplify the sales process, you’ll increase the likelihood that people want to shop with you and support your brand.

Overcoming Challenges in the Digital Transformation Journey

If yours is an organization that has held out on digital transformation, it might be because you’re concerned about these common challenges:

Challenge: Unclear Implementation Strategy

Many organizations run into trouble during the digital transformation process because they fail to plan properly and develop a clear implementation strategy. As a result, it takes longer for employees to understand new systems (and for customers to benefit from them).

Solution: Careful Planning

Taking time to plan and prepare for all aspects of the digital transformation process, from selecting the appropriate tools to providing training, will help organizations simplify and streamline the implementation of new technologies.

Challenge: Financial Concerns

Some organizations may hesitate to invest in new technologies because of the upfront costs associated with them. They may think the solutions are too expensive or worry that they won’t provide sufficient returns.

Solution: Emphasize Potential ROI

When communicating the importance of digital transformation to higher-ups, it’s critical to emphasize the potential returns the organization can experience. For example, consider the potential for increased sales, increased referrals from satisfied customers, etc.

Challenge: Knowledge Gaps

Employees who have grown used to doing things a certain way may be wary of learning new systems. They may also lack the skills to utilize these systems fully and experience all the benefits they offer.

Solution: In-Depth Training

Training should start early and include plenty of hands-on opportunities for employees to learn about the new tools, how they work, and how to interact with them. Employees should also have access to ample resources so they can troubleshoot problems, navigate points of confusion, and provide superior customer service.

Conclusion

Investing in digital transformation is an excellent way to increase customer success and provide a smoother experience from start to finish. Use the information shared above to overcome common hurdles and set your business up to step into the digital age.