Since so much of business today is done online, becoming customer obsessed requires first-rate digital experiences built with the best supporting technology. But it isn’t all about upgrading your technology. Digital transformation has to go much deeper than that to be successful
Digital transformation involves shifting your organization’s culture, ethos, and mindset from the top down and aligning digital experience technologies, strategy, and platforms with the business goal of delivering consistent, great customer experiences.
That isn’t to say that the right technology investments aren’t crucial. But without the right strategy and people in place as well, it may be impossible to truly transform an organization into one that is customer-centric.
Get these four critical pillars in place and an organization can be a powerful experience business — well aligned where it matters most and consequently grow, scale and evolve with its customers.
Pillar #1: Strategic goals with a specific timeline
Begin by defining your digital marketing strategic goals, KPIs and timelines. Initiatives need to be well articulated and work in tandem with supporting KPIs to provide a clear course of action for cross-functional teams. When you define clearly what you want to achieve, you can more easily align the remaining pillars and move forward effectively and efficiently.
Central to a company’s digital experience strategy is analytics and reporting, business intelligence and customer experience management (CXM). Disruptive technologies like artificial intelligence, machine learning, predictive analytics, and real-time customer profiles are also worth experimenting with to create an effective digital experience platform.
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Denne historien er fra June 22, 2019-utgaven av Businessworld.
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