The change that is sweeping across industries is digital transformation,
and it has influenced all the sectors of the global economy. The physical
transformation of work and procedures is a much simpler process. In that, the process
involved is drawing charts, diagrams works flows and transforming the old
procedures into the new one.
When it comes to digital transformation, the customer is the key. In
this process, it’s the chemical transformation of the organizations that has
turned out to be more important. There has to be a change in the entire mindset
of the company’s human resources, and it should evolve into a purely
customer-centric organization. The ideas, processes, services, and the products
should always improve keeping in mind how relevant they are to the end user or
In this transformation process, as the commercial ecosystem is gradually
becoming more customer-centric, the companies realize that it is the end of the
commanding control type of leadership. Instead, they are changing their mental
models, and there is an entire change of the leadership styles as well, and
organizations are evolving with more flat structures.
The organization culture has to go through a radical change, and the
culture should be such that there is an environment of co-creation with the
customer. The customer experience models have also changed. It is no more about
being present in the diverse channels of communications. It is more so about
co-creating with the customer and taking the feedback and suggestions from
customers and operating in an environment where the customers’ opinion is of
Today, the business environment has evolved to become more socialized.
In such an ecosystem the customer not only dictates through his or her choices
alone but also takes an active part in the decision-making process either
directly or indirectly. If such a process has to be created the whole
organization has to be streamlined so that every piece of information and data
is used for the benefit of the customer.
This is what we call the culture of co-creation along with the customer
by keeping the customer at the center. The point is when an organization moves
towards a culture of co-creation keeping the customer at the core it can be
said; it is heading towards the right path of digital transformation. This
calls for ample experimentation throughout the organization which can equip it
to become more competitive in the global digital market eco-space.
The digital revolution has enabled companies to unearth not only what
the customers want but what the customers need more ardently. The companies are
going one step ahead and digging deep into this phenomenon of what the
customers need and are trying to cater it. This requires the companies to be
more customer-centric and agile to act and react in a faster way.
If this has to happen there has to be a total digital transformation in
the strict sense of the term. In this context let’s see how a systematic
digital transformation can take place that can accelerate customer experience
from all angles and make a company more competitive.
For successful digital transformation, the core business activity of
making decisions has to be driven by data. As data has to be refined to get the
right insights, different types of analytics such as Predictive analytics,
Competition analytics, Customer analytics or Conversion analytics come into
play. Also, analytics has a vital role because both the amount and variety of
data being generated today is massive, and proactive decisions are only
possible through analytical procedures such as forecasting, optimization, data
mining, and pattern identification.
An approach to a
Customer-centric digital transformation
Set up core teams: Agility is one of the core principles of digital
transformation. The system should be such that information is processed quickly
and the decisions are taken in a faster manner. For this to happen, build
smaller teams that would lead the change process. This team would benchmark
processes, consult with department leaders, and chalk out new practices and
procedures involving the staff and the stakeholders.
The central team of digital transformation should be small and agile,
and such a team should be formulated with experts from IT, functional
specialists, and the leadership team as well. This team, in turn, can lead to a
further formulation of smaller teams who would formulate and initiate changes
in their departments.
If customer experience is the key, it is more about bridging the gap
between what the customer wants and what the customer needs. For this a
detailed analysis of the customers’ habit patterns, needs, wants, and other
variables have to be studied and analyzed.
This can be done through data, analytics, and the right approach would
be to engage consumer behaviorists and cognitive scientists. Deeper insights
have to be applied to how the customers use the product or the services in
their day to day lives and what impact it has on them. How can the impact be
changed to make it better?
Such questions have to be answered to deliver a package that is going to
enrich the customer experience. The bottom line is, the richer the information
and data about customer experience; the better would be the competitive
advantage a business would have.
The agile principles should be adopted in the marketing approaches with
the product launches having an element of incremental improvement which is
evolutionary, capitalizing on launch and learn methods. The practices should be
such that the organization-wide belief that interactions with customers and
individuals are more important than processes and methodologies is accentuated.
The internal marketing operations should function in a way which enables
them to act and react in a faster and more effective way to customers’ demands.
Collaboration should be the key to leverage information and know the customer
which should be imbibed in the processes and practices. Communication channels
and technologies should be used methodically to ensure the customer gets the
best of services at all touch points.
In whatever is done, a balance should be struck between technology,
processes, and individuals in leveraging the marketing ecosystem for enhanced
The digital transformation process that a company undertakes and for it
to be customer-centric and enhance customer experience, the participation of
customers is important. As we already talked about co-creation, a platform and
new practices should be established so that customers are empowered to do
things on their own.
This makes a company co-create with the customers, and this is a great
way and probably the best way to know the customers wants and needs. As digital
transformation is a continuous process and what is more important is creating a
roadmap towards enhanced customer centricity of the business enterprise
enabling better customer experience through evolution and interaction.