Digital transformation is becoming increasingly important to businesses because of the improvements it makes in customer experience, analytics, productivity, collaboration, and innovation.
As customers’ expectations evolve, so will the technology designed for companies to better understand them, connect with them, and assist them. Companies, therefore, must evolve their thinking about digital transformation as well.
Many organizations already understand this reality. In a 2022 survey of 1,000 executives, 70% of those responding said they expected to have a presence in nearly every main emerging technology within two years. When an organization invests in digital transformation, it puts customers and their needs first. Successful digital transformation helps an organization deliver better customer experiences and earn lasting loyalty in the process.
Here are three key factors for companies to think about when evolving their digital transformation.
Building the right teams
Research carried out by KPMG found that a lack of capable talent within companies is a key issue in terms of adopting new digital technologies. To come out ahead, companies will need the right people pulling in the same direction. Reskilling traditional IT professionals could play a more prominent role in companies’ talent strategies.
Apart from the right level of talent, teams will need the right mindset to move forward with digital transformations, which begin with meeting customer preferences, foreseeing what they will want next, and building strong relationships with them. By reorienting people, processes, and technology to serve the customer, every moment feels relevant and personalized. And behind the scenes, employees gain greater efficiency and creativity since automation relieves them of manual marketing tasks.
Having a group dedicated to the customer journey is an important starting point. These team members can look at the brand through the eyes of the consumer. How easy is it to find the company online? Can products be purchased from any device? How much information do you provide for consumers, and is it easily accessible and well-organized?
Another group at your company might focus on customer feedback. What do shoppers do after they make a transaction? Why do they come back? Asking these questions creates an opportunity to learn. The answers will lead to new ideas on how to create long-term relationships with customers.
Embracing ambassadors and community
Who’s talking about the brand and its latest products? The answer shouldn’t be, “just the company.” Organizations that work with influencers can tap social media channels and gain insight. Brand ambassadors might be asked what they would like to see next. They could have ideas for upcoming products or ways to personalize merchandise. If they love what’s out there, chances are their fan base will, too.
Building a community takes time. When done well, the effort is worthwhile. A hobby retailer might create a crafting group whose members meet regularly. They might learn how to use watercolor and paint a picture. Or they could knit scarves during wintertime.
Communities can be online, too. Think blogs, apps, social groups, and videos. If meaningful information is provided, an audience will form. Those individuals can receive communications on promotions and merchandise that align with their interests. Sharing helpful content will bring in potential customers and encourage repeat buyers.
Adopting AI solutions
Will artificial intelligence replace workers? Hardly. However, this technology is changing the tasks that workers carry out. AI is designed to perform repetitive tasks. This is often good news for employees because it frees them from mundane activities and gives them a chance to specialize and focus on high-level tasks. As AI becomes more mainstream, workplaces will undergo a transformation. Organizations that adapt and take advantage of its features will have a more satisfied staff.
For customers, efficiency and speed are no longer a bonus but an expectation. As AI becomes a bigger part of digital transformation, the standard for excellence will continue to soar beyond the limits of a human team alone. But incorporating AI can amplify the power of your people.
To retain customers and cultivate new ones, companies must continually monitor digital transformation trends and implement the technologies that will improve their efficiency and agility. Forward-looking companies will embrace digital transformation and evolve.
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