The omni-channel customer experience is a key driver and catalyst for the sweeping digital transformation of the modern business environment.
Digital transformation is a reimagining of operations in line with omni-channel strategy, so that a company can deliver channel-agnostic customer journeys using digital touch points. It’s about completely reversing the siloed views – working across, through and beyond them. This transformation can apply to specific areas of your business, or your entire business operations.
It also goes deeper than that. Digital transformation affects all business operations, not just the marketing or client-facing ones. It impacts financial systems, logistics, technical support – everything that the business needs to deliver a seamless customer experience.
Its vast impact on an organisation cannot be overstated. It involves transforming the culture, structures, skills, customer-oriented view and degree of connectedness that delivers a single customer view in the omni-channel journey, while simultaneously enabling end-to-end customer experience management.
Thankfully, you don’t have to completely transform your organisation all at once. You can embark on a measured, modular digital transformation strategy to match your business needs as they evolve.
The single customer view
Understanding all facets of your customers is the only way to give them what they want, when and where they want, using their preferred methods of communication and interaction.
A single customer view allows you to merge all the customer data you receive in real time from different systems to form a “Golden Record” of each customer.
It is the only way to offer your customers a true omni-channel experience – and you need to digitally transform your business to deliver this customer experience.
Digital transformation will force your business to:
Convert as many processes as possible into digital ones, from internal business processes to customer-facing, in-store service processes.
Invest in the technology and know-how to successfully do this.
Transform all aspects of your organisation and its people to deliver seamless customer experience that integrates the physical with the digital.
Digital transformation is about combining digital technology with a company culture that is entirely centred around digital processes and technologies, seamlessly integrated with real-world.
Proactive innovation will be the watchword, and it will be all about rapid implementation. “Fail fast to succeed faster” will become the new mantra in a hyper-accelerated digitally connected world.
Big Data mining will be crucial to every aspect of business. Digital transformation means harnessing everything that can be measured and using this analysis to inform everything the business does.
Digital technology is agile and immediately responsive. Organisations need to behave in the same way, placing adaptability at the forefront of their company cultures.
Digital transformation will “legitimise” shadow IT activities. There will no longer only be one path to delivery, and third-party APIs will link platforms together to form a fast, agile ecosystem.
It’s a no-brainer that, once intelligent machines become a reality, society will be digitally transformed, with low-level functions handed over to bots and AI solving vastly complex problems.