Digital transformation is part of a bigger technological process and also, the change associated with digital technology application in all aspects of the human society. As a matter of fact, digital transformation is reinvention of organization through the utilization of digital technology in an effort to improve the way it serves its constituents and perform its functions. Digital refers to the use of technology that’s generating, storing and processing data.
The term transformation on the other hand refers to the fundamental changes to the organization’s daily business from types of services and products it is producing to how it is being delivered. An organization that’s in need of a transformation whether it is government agency, business, utility or service like healthcare providers respond normally to change in marketplace and consumer demand for a service or product.
In reality, there are 3 major building blocks in which companies must acquire to transform customer experience digitally successfully and these include customer understanding, top line growth and lastly, customer touch points.
Customer understanding – to be able to get thorough understanding of market segments and specific geographies, many companies are starting to make the most of their past investments in systems. In fact, there are some companies that even explore social media to have a much better understanding of what are the things that make their customers happy and to what causes their dissatisfaction.
Aside from that, companies are able to learn how to promote their brands a lot effectively using digital media. Companies also build new online communities in an effort to advise and build loyalty with customers in various fields regardless if it is in medical, financial services products, real estate and so on.
Top line growth – in order to enhance in-person sales conversation, companies are making use of technology. As an example of this is, financial services firms are using tablet based presentations instead of paper based slide decks to make their sales pitches. To help both customers and the sales people engage in analytics based planning, insurance companies have introduced mobile tools.
Medical devices sales force starts substituting in-person interactions using digital interactions. As an example, when you visit a doctor’s clinic, their staff may leave a smart device with video and several other info on new products.
Customer touch points – using digital initiatives, it is possible to further improve customer service. A quick example, a bank has established a Twitter and Facebook account to answer complaints of clients quickly, which helps the customers to avoid going to the branch in person. It leveraged expert community that allowed crowd sourcing with several employees and customers with this digital initiative.
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