A digital transformation strategy helps an organization harness technologies to create new—or modify existing—business processes, culture, and customer experiences to deliver more value. This differs from a digitization strategy, which focuses on using technology to automate existing business processes. To do this effectively, leaders need to understand what their customers want and need and then design solutions that deliver value.
According to Vijay Pereira of NEOMA Business School, digital transformation requires a holistic plus integrated approach that considers all aspects of an organization—from people and culture to processes plus technology. “It’s important in order to consider how each of these areas must change for transformation to be successful, ” said Pereira in an interview. “Only by adopting a holistic view can you develop a digital transformation technique that will be successful in the long term. ”
When crafting the digital change strategy, frontrunners should start by understanding the customer journey and mapping out touchpoints where digital options can make a difference. Once they clearly understand their own customers’ needs, they can design digital solutions that will improve the client experience. In fact , customer experience is often one of the main objectives of a digital transformation strategy. According to research conducted simply by American Express, 86% associated with customers say they’re willing to pay a lot more for a better customer experience.
Adobe recently issued a large-scale study —comprising 12, 000 global consumers—where 69% said providing valuable personal experiences is critical to rebuilding trust. This is especially critical in markets exactly where trust drives customer loyalty and longevity. Based on Anjul Bhambhri, senior vice president of Adobe Experience Cloud, digital trust is essential in order to success in the experience economy. “In the encounter economy, companies must obsess over creating experiences that are not only personal plus relevant but also trustworthy. The companies that get it right reap rewards in terms of customer devotion and advocacy, ” stated Bhambhri in an interview.
Adobe’s research found that nearly three-quarters of consumers will take their company elsewhere if they don’t trust the company’s data handling practices. Furthermore, customers are almost three times more likely to become brand advocates if they trust the company.
Jack Tillotson of the University of Vaasa suggests that trust develops when technologies becomes viewed as a facilitator associated with experience, not product benefits. “We know that technology supports the construction of personalized experiences through environments that include the company, consumers, and various other suppliers and partners, ” he said within an interview. Tillotson later asserted that experience environments incorporate the importance of product benefits plus channels as they attempt to support unique consumer interactions and flex to the different individual preferences and contexts of those relationships.
That said, according to Pereira, business ecosystems have to shift their particular focus away from product advantages and features and move toward the goal of creating end-to-end customer encounters that are trustworthy. “Only then will we see an increase in believe in throughout the system, ” this individual said. One such example is Haier. The Chinese company, which usually started as a refrigerator manufacturer, now sells everything through air conditioners in order to washing machines. As a result, it’s established a dominant market position—the world’s premier global appliance brand thirteen years straight—by becoming a platform provider that will creates options for its countless ecosystem companions worldwide. Here are five lessons gleaned from Haier’s rise to power that can help you conceptualize an effective digital modification strategy.
1. Define what trust means for your organization: What does it mean to be trustworthy? This is a loaded question with different answers for various companies. Get the time to sit down and consider what rely on means for your brand. For Haier, trustworthiness is built on three core values: quality, design, and service. This means that customers can trust that their products will be well-made, aesthetically pleasing, plus backed by engaging consumer service.
2. Establish trust-building methods: Once a person know exactly what trust means for your organization, you can begin in order to implement practices that will help build trust along with your customers. These could include being transparent about data handling, providing helpful and timely customer service, and delivering on your promises. For Haier, it means always putting the customer first. So, when the company evolves new products, they prioritize customer feedback and cater to customer needs.
3. Foster a culture of have confidence in: A company’s culture plays a significant role in determining whether or not clients will trust it. So make sure your employees are on board with your trust-building practices plus that these people understand the significance of providing a trustworthy client experience. For Haier, this includes regularly training employees upon customer support best practices and ensuring that everyone, from the CEO to entry-level staff, will be focused about providing the great consumer experience.
4. Measure trust: Next, you must measure trust levels within your organization to gauge whether your efforts are usually paying off. Trust is usually often thought of as an intangible concept, but there are ways to measure it. For example , try conducting customer surveys or Net Promoter Score (NPS) polls in order to get a sense of your customer’s trust inside your company. With regard to Haier, this particular helps them fine-tune their customer services strategy plus ensure that they are always putting the client first.
5. Promote your reliable reputation: Last but not least, once you’ve established confidence with your own customers, it’s essential to promote your trustworthy reputation. This will help attract new customers and solidify loyalty among existing ones. You can easily share consumer testimonials, write blog posts regarding your trust-building efforts, or even create a social media campaign. Regarding Haier, this includes using the hashtag #trusthaier to show customers that will they can trust the particular brand.
Digital trust is definitely essential to success in today’s encounter economy. By definition, trust is confidence in the reliability, truth, ability, or strength associated with someone or even something. In the customer experience world, believe in is built when a company establishes itself as reliable, truthful, useful, and competent. Only after that, posits Tillotson, will customers feel confident doing business with that company.
In summary, electronic transformation is a journey, not a destination. In order to be successful, businesses need in order to start by knowing the requirements of their own customers and then design digital solutions that meet those needs. By doing so, they could build believe in with their particular customers plus create lasting relationships.
