Digital has taken technology from operating the back office to defining the entire customer (and employee) experience. Open new digital channels and use the rich data generated to personalise the service, recognise trends and respond.
While technology has powered our organisations for many years, the last decade has seen a seismic shift in the way organisations interact with their customers with more touch points and more technological possibilities that challenge us to think in a new way. So what makes Digital so important?
Digital offers new customer channels. The ubiquitous use of smartphones, social media and the internet of things offers new possibilities to reach and interact with customers directly, especially younger age groups. The COVID19 pandemic has brought the importance of digital channels to a head. Most retailers have been forced to shut their physical shops while manufacturers and distributors are looking to reach consumers directly. Those without digital channels to market are scrambling to catch up. The digital experience can often be confusing, frustrating and inconsistent especially across channels and digital meets the real work in delivery of goods and services. The competitive advantage from digital channels that provide a simple and reliable end-to-end customer experience has never been clearer.
Digital offers a huge insight into customer behaviours. Through tagging, tracking and cookies generate invaluable data about your customer. An ecommerce retailer will know what brought a person into the shop, how they moved round the store what they looked at, what they picked up and what they bought – and carry a history of this for each time they visited. This is impossible to replicate in a bricks and mortar operation at any scale without privacy-intrusive surveillance. Successful digital companies are driven by data, turning data into insight and insight into actions.
Digital offers new possibilities and (almost) infinite flexibility. Taking the retail example above, the retailer can use the data it has gathered personalise its shop to that customer what a different layout or products on display and personalised offers as they enter or move around the store. Businesses need to think beyond existing physical and logistical constraints and business models.
Also, it’s not just about customers. The same principles and technology can be applied to internal customers as well to transform ways of working through self-serve, automation and data analytics. For example, cloud and mobile apps allow staff to work productively from any location, machine learning can automate repetitive administrative tasks and AI can sift through vast amounts of data and provide early warnings, insight and forecasts to where its needed.
We’ve helped organisations develop new channels, exploit cloud technology, become more customer-focused and build their digital capability.