When companies think about the customer's experience, the digital component is a key factor. How are you managing digital expectations, like response time to customer inquiries, design, compliance, and user-friendliness? Make sure you set up both your team and the customer for success, with the following tips...
What are the 4 main areas of digital transformation?
There are very few industries today that have yet to be touched by digital transformation. Moving business processes online offers cost-effective efficiency, yet it does come with its own set of challenges. Digital transformation describes the process of making a business more competitive using technology. In a digital marketplace, businesses must utilize the latest technological tools to stay relevant. Let's go through the four main areas of concern for an organization:
- Business Model Transformation
- Process Transformation
- Domain Transformation
- Organization Transformation
Where does this leave the customer?
Now that we’ve broken down each of the four main areas, it’s helpful to look at the challenges you’re likely to encounter as part of digital transformation when it comes to your potential and current customers:
- Instantaneous communication
New digital channels should be clearly explained to users. If your company starts to use social media to respond to concerns, make sure customers are first made aware that this outlet exists. If your company now uses an app along with a website, make sure this new channel doesn’t interfere with the former.
- Seamless cross-channel support
Keep in mind that some of the benefits provided by the digital transformation may border the line of “creepy” for customers. A Hubspot study found that 91% of online users in the U.S. and Europe find advertising to have become more intrusive over the past two to three years.
There exists a fine line that separates a humanized customer journey that will meet the digital customer’s expectation and a journey that creates a dehumanized bot effect, which will turn them away.
When tailoring the customer journey to meet customer expectations, you may introduce an email automation system that will schedule emails. You should pay keen attention to what channel the customer comes from, what resources they’ve viewed, and what information they seek. This way you can construct a journey specifically tailored to their interests and needs.
- Higher degree of transparency
If companies understand how much data is worth to consumers, they can offer commensurate value in return for it. Making the exchange transparent will be increasingly important in building trust. Firms may earn access to consumers’ data by offering value in return, but trust is an essential facilitator, our research shows. The more trusted a brand is, the more willing consumers are to share their data.
How to offer the best for your potential and current customers in Europe?
Clients will stay longer and refer more often when a business consistently shows they understand them and optimizing marketing tech, such as a customer relationship management (CRM) system, is a scalable way for businesses to do just that. Prioritize keeping your current customer on board while acquiring a new one. In 2023, when it comes to physical manifestations of brands. They will continue to be important, but those that prioritize making these moments feel continuous and intentional will succeed.
Starting your digital journey in Europe? Connect with us.
