Is there a separation of online and offline worlds? In today’s Social media driven world, who you are online is often who you are and how you are perceived in real life. There is so much transparency in what we do, from taking pictures of the food we eat, to the clothes that we are trying on and the friends that we are meeting, to the business meetings and the cups of coffee shared. Separating digital customer experience from total customer experience is pointless in a world where digital and physical “combine.”
In today’s digital environment, groundbreaking new technologies such as virtual reality, cloud computing, big data, live video connection, and ‘intelligent’ chatbots are changing how companies interact with their consumers. Giving customers an experience during their interactions with your company is what can make you stand out from the others. It is not as simple as a singular transaction any more, it is an experience. A customer experience.
Among the advantages of the digital transformation is also the most straightforward: Consumers respond to and develop with technology and industry trends. They acquire such skills and knowledge not out of fear of missing out (FOMO), but to meet their own interests. Whilst companies used to store data mainly locally, breakthroughs in storage and security have made internet storage a standard practice. This vastly enhances consumer convenience and often removes the need to interact with staff. Does this lose the personal touch though?
Additionally, digital transformation is not simply a technological endeavor. It all comes down to one’s capacity to take full advantage of digitisation in order to create a genuinely personalised customer experience. As organisations apply digital technology into their operations, it becomes simpler to handle each stage of the customer journey. Progressions in data gathering and analysis enable marketers to deploy customised strategies that are suited to each customer’s unique characteristics. Personalisation is critical when it comes to providing a relevant digital consumer experience. It is the cherry on top that ensures sales and builds brand patronage.
Finally, and perhaps most importantly, companies must understand that digital transformation is not a static process; it is forever evolving and improving. The same holds true for your customers’ behavior, as this new generation of consumers is renowned for making intelligent choices and being highly knowledgeable about how to use technology to their advantage.