Digital transformation: the way to gain customer loyalty

For a company in the digital age, the benefits of digital transformation are infinite. Not only does it give them a competitive advantage in an ever more busy market, but it also makes room for data collection opportunities, maintaining its top spot through ongoing improvement efforts. 

But what makes a digital transformation successful? In short, a focus on training, leveling, and transfer of knowledge in order to achieve it in its three levels: cultural, in processes, and adoption of new technologies. Any of these definitions are transversal to any organization and require a tool to disseminate, communicate and listen to those who are part of it. Keep reading to explore these issues further.

What is digital transformation? 

Digital transformation is the process of incorporating new technologies into all areas of a business in order to bring added value to customers. By undergoing digital transformation, companies are able to offer more personalized experiences and services, something which the modern-day consumer now expects. Digital transformation strategies vary from company to company, but one principle always stands: the customer is held at the center of the process. 

Companies that undergo digital transformation aren’t afraid to use trial and error to understand what works best for their customers, and when they hit gold they’re rewarded with loyalty and brand ambassadors who then attract more people to their services.

Why is digital transformation key for gaining loyal customers? 

The answer is simple—customer’s in the digital age have high expectations that are constantly changing, and companies need to employ digital technologies that reflect that fact. Today, customer's expectations include:

• Convenience: Customer’s expect to be able to access a company’s services where they want and when they want and it shouldn’t be difficult to achieve what they set out to do. That’s why easy-to-use platforms available on both mobile and the web are key.

• Consistency: Service offerings are expected to be exactly the same on every platform.

• Customization: According to Epsilon, 80% of consumers are more likely to give their business to brands that provide personalized experiences. Delivering these experiences not only requires brands to know what their customers are looking for, but it also requires the use of technologies that can offer such services.

If companies are unable to fulfill these expectations with their digital offerings, their competitors will, and it’s more expensive to lose customers than keep existing ones happy. What’s worse, if customers do not have this experience with your brand, they’re likely to share this with their peers, cutting off potential new leads.

What do you need to improve your customer’s digital experience?

While we’re now aware of what today’s customers expect, undergoing a successful digital transformation process that achieves these goals can get tricky. In fact, McKinsey & Company has found that 70 percent of digital transformation projects fail to reach their goals. So what do you need to make a digital transformation process successful?

• A capable team: First and foremost, having the right talent at your disposal is crucial. Not only will you need a team that’s capable of developing a unique strategy for your business, but you’ll also need developers who are able to design the software and programs that work to achieve your business goals. If your company does not have this level of talent at its disposal, many outsource the work to experienced agencies.

• Tools that drive data: Aligning your customer's needs with your business strategy is crucial for a successful digital transformation, but this cannot be achieved without data. Mapping the customer journey across all platforms is the key to finding the best strategy for your company, and this is often achieved through loyalty programs that reel in data, offering incentives for survey completion and feedback.

• Adaptivity: Adaptivity refers to an organization’s capacity to use collected data to restructure its platforms for the better, all while remaining secure. Incorporating new systems with speed and staying on top of newer, potentially more effective systems makes digital transformation an ongoing success. 

• Adequate training: Finally, each team and department that makes up a company must be aware of how new technologies, data, and changes in business strategy impact their work. Offer learning opportunities to your team, even if it requires outside help to design them, and follow up with an effective communication strategy to distribute the information.

Get a helping hand from Amedia 

Digital transformation can be a daunting process, especially when you don’t have the right talent to get your team on board with the changes. Amedia’s experienced team of consultants works with organizations to design effective business strategies applicable through a state-of-the-art learning experience platform. See our website for more information.