Digital engagement has changed the playing field
Your customers are becoming digital. They are rapidly building an intertwined mesh of digital devices to entertain, educate and improve their efficiency at both work and play. They embrace digital technologies and experiences as a normal part of their lives. Their digital expectations continuously evolve and shape their perceptions of value and how this value needs to be delivered to them. To succeed in this age of the customer, digital engagement must be at the forefront of your business strategy.
No business is immune to digital disruption
When we talk digital engagement here at Truvant, we are looking well beyond simply building a new website or mobile app. We’re looking at how to transform every aspect of your business, starting with redefining how you create and deliver value for your customers via a digital experience. To do this requires businesses to fundamentally rethink their organizational structures, operating models, business processes, technology, skills and culture.
Your current operating model is your biggest weakness – but you are not alone. Businesses with a mature digital strategy are rare. Just 11% of companies surveyed by Forrester in 2016 assessed their digital strategy as “excellent.” To be successful, digital engagement needs to be driven from the top. According to Forrester, the CEO drives the digital vision for 41% of organizations with a mature digital strategy.
Complexity of digital engagement is underestimated
Connecting your business processes to create a cohesive digital experience is an extremely difficult undertaking. Digital engagement is a vast, seamless experience spanning across device and mode: desktop, mobile, social, in-app, in-store, service, sales and marketing. It’s easy to leave holes in your implementation strategy. For example, if you fail to connect your mobile channel with your service center you create a gap in your customer’s journey.
Making the transition
So, where do you start? To reduce the complexity of the planning process, first identify and prioritize mission-critical aspects of your customer’s journey followed by evaluating business-critical functions. Remember, the customer experience is the North Star of your strategic plan, so prioritize your investments based on which channels create the most significant impacts on the customer experience.
And don’t stop at evaluating customer experience. Digital engagement can deliver significant value across all of your operations. Consider the top three digital transformation drivers for mature businesses to enhance:
- Improving customer experience
- Increasing the speed of innovation, and
- Improving time-to-market.
Use the energy of digital disruption to your advantage and move your organization to an operating model that:
- Puts the customer at the center of your organizational design
- Optimizes internal operations around a customer journey model versus functional silos
- Captures strategically-significant structured data
- Nimbly responds to engaged customers across all your channels in a proactive fashion.