Digital Transformation is more about people than technology.
Anything other than a customer-centric approach is likely to fail.
Putting the customer first in your Digital Transformation programme is critical for several reasons:
- The behaviour of customers, employees and other stakeholders is changed by the modern world and so too are their demands and expectations. Businesses need to adapt their functions, operations, processes and systems to meet these demands and expectations
- Customer experience is one of the primary drivers and catalysts for Digital Transformation. Focusing on technology at the expense of the customer will leave them with an impersonal experience that seems cold and automated
- Ultimately, without user adoption, your Digital Transformation project will not be a success. It is of no use to have an amazing new technology incorporated in your product or service offering if there is no customer demand for it
Customer journey mapping is a useful tool to ensure user adoption. Many decision-makers invest in digital channels without thoroughly researching the customer journey.
Customers and businesses now interact within an omni-channel world, so it is important to know what the key touchpoints are in your customer’s purchase pathway. Once this is discovered, investment can be allocated appropriately.
Digital Transformation should be considered from a customer-centric standpoint to help ensure business success, like in Brian Solis’ definition of the much-debated term. He describes Digital Transformation as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”
The saying goes ‘the customer is always right’. Published author and expert on the impact of technology on businesses, Brian Solis puts a heavy emphasis on customers in Digital Transformation projects.
Engaged customers give businesses decent data. Data provides insight into how you should pivot product or service offerings to best match customer desires. Businesses should seek to create the ability and willingness to respond quickly to customer insights, working in an Agile manner.
Reacting to what your customers like (and dislike) will help you develop a strong product or service, build customer loyalty and grow revenues.