Digital Transformation Improving Customer Experience
Digital Transformation is the process of adopting digital technology to transform services by replacing manual processes with newer automated systems. The implementation of digital technology has resulted in a change in the way businesses interact with its customers, allowing for increased customer engagement and a consistent experience.
It has been shown that customers who are highly engaged by businesses, buy 90% more frequently, spend 60% more per purchase and are:
- Six times more likely to try a new product or service from their preferred brand.
- Four times more likely to have referred your brand.
- Two times more likely to make a purchase with their preferred brand, even when a competitor has a better product or price.
A study by MIT found that companies are 26% more profitable than their competition after embracing digital transformation. The table below illustrates the significant growth opportunity that your business could be a part of.
It is clear that digital technology has transformed consumer habits, with automation allowing customers to get what they want almost exactly when they want it. As a result, customer expectations have shifted, with the need to be constantly connected, app-native and an awareness of what they can do with technology.
Ways to Improve Customer Experience through Digital Transformation:
1. Information Availability Online
The ability to store information online is one of the biggest yet simplest benefits. While traditionally businesses save data locally, advances in storage and security technology have made it common practice to use internet-based methods. This helps eliminate the need for a customer to contact an employee and makes it much more convenient for customers to locate the information they want.
In a survey by Accenture, 84% of respondents said they preferred interacting with computer-based applications rather than human advisors due to their constant availability.
In the same survey, 68% of respondents also said that automated applications were faster to engage, and 64% said they communicated more politely. Although the quality of service was a valid concern about automation in the past, we are now at a point where many consumers prefer this approach.
So, if you are not yet using automation as part of your customer service strategy, there is no better time to start than now. Automating tasks like follow-up emails and ticket prioritization can reduce the amount of time your team spends on basic processes and help them serve your customers more efficiently.
3. Customize Content to Individual Users
The more relevant your offers are to each of your individual customers, the more likely they will be to take advantage of those offers. That is why many companies now use customer data to provide personalized content and recommendations.
For example, if you have ever shopped on Amazon, you have likely noticed a section of recommended products. These products are a tailored list based on the customers search history.
4. Focus on Providing Value
As your business begins to adopt new technology, it is important to remember to focus on providing value. If your goal is to improve customer experience, you should be ensuring that at each step of your digital journey, your customers are being benefitted in some way.