A strong and predictable (in a good way) customer experience is pivotal for the sustenance of every business out there. No matter how good your products are, if they do not offer the level of service that customers usually take for granted, do not be surprised if your sales numbers keep falling off. Digital experience can be difficult to measure quantitatively, but there are signs which say that you need to change your strategy, for your good and that of all the stakeholders- including customers.
1. Your legacy systems are acting up:
Are your company’s core tasks performed by systems that were deployed almost a decade ago? Businesses assume that changing the digital tools that they currently use might not bring about a great change and are also of the assumption that the present systems are “working in fine condition”.
Would you trade your iPod for a Walkman? Of course not.
If you find lags and complications that frequently occur in your systems, then it is high time that you invest in the complete overhaul of your systems.
Do you want to use your existing systems? You can, but only use them to store your records. They cannot be allowed to handle your main operations. You will be slowing down your business.
2. No cross-channel integration:
In this time and age, if you are still working with disparate systems, you are missing out on so much. One of the first aspects of digital transformation is connecting the front-end and back-end systems along with the integration of experiences across channels. Only integration of different systems will provide you with the ability to offer omnichannel experiences to your customers.
When you integrate the front-end and back-end systems, it will offer huge amounts of data using which numerous business decisions can be made.
3. No visible improvement:
Small amounts of improvement, no matter how small should be a worthy goal to pursue. But if you are seeing that there is a lack of improvement on all business fronts, the alarm bells should not stop ringing until you find a solution. The solution is the addition of digital tools to your incumbent systems. By indulging in digital transformation, you will create a robust and smarter system for your business operations.
The insights that you receive after digital transformation in the form of customer data and digital integration offers a wealth of information. Using this, you will be in a position to create more improvements. The improvement could be in the form of a simple change in your website design, the addition of a few CTA buttons on landing pages, optimizing your existing customer service platforms, or even the total overhaul of a major business operation. It could be anything, but the gist is that you will keep improving.
4. You do not have enough data:
Businesses that do not focus on the data of their customers are losing out on so much. With the right kind of customer data captured from several touchpoints, you will be able to unearth insights. It will contain everything from how much time website visitors are spending, where they are spending time, touchpoints where they drop off immediately, time taken to close each sale, time to process an order, etc. You can think of more data types that will be useful for a business to make major decisions. With digital transformation, you will be able to measure and analyze everything in the right order.
5. No change in cultural norms:
Do your employees have to sign on a register book every day when they enter the office?
If your customers want to order a product, do they have to order it off a catalog that you usually send to your customers by post?
The answers to the above questions will be a ‘Yes’ if you still live in the ‘90s. Thankfully, things have changed drastically over the years.
Our question is-” Does your company still follow decades-old norms that have become passé?
If your business does not change with time, the chances of survival reduce. In this dog-eat-dog world, for every inch that you give to an opponent, they will take a city.
By allowing for digital transformation, you will be able to foster innovation, create a culture that encourages openness, transparency, and continuous learning. Digital transformation empowers businesses to take risks.
6. No budget allocated for data security:
In a company of thousands, it only needs a single employee who gets scammed through a phishing email or any other cyber attack for your entire data to be compromised. A publicly listed company will lose billions when the word spreads out. Even a small B2C startup with a few million followers will find themselves staring at disrepute if they are a victim of a cyber attack. With many working from home due to the pandemic, businesses are at a bigger risk of having their data compromised.
7. Not having measurable goals:
A few companies build applications and create experiences to satisfy their customers, but do not develop systems that measure the efficacy of these. If you need to keep improving continually, then you need to find the progress you have made. By measuring the success, you will know if it was a wise decision or one that had limitations. Having a few KPIs that measure performance across the entire business spectrum will be extremely ideal for you. Keep a goal and strive towards achieving it by bettering every aspect.
8. Low conversion of leads:
Let’s say that you have a terrific lead-generating machine, but all of that is moot if those leads don’t convert into paying customers. How would you know why your leads are not converting? Do you have a system built specifically to look into it? Using big data and analytics, you will be able to find why your conversion process is not all that great. The insights from your analytics engine might suggest a shorter sales process or it might be because a particular feature that most leads want isn’t available with you.
9. Resolution of customer’s issues is a slow process:
Customers reach out to you with the belief that their issues will be resolved quickly. They do not want to wait in an IVR queue or be told that they will get an email response in 2-3 days. Implementing an AI-based chatbot reduces the burden on your customer service team as it will handle multiple requests and offer them immediate resolutions. The need for customers to reach out through a call reduces, instead, the AI-chatbot can offer clear instructions on how the customer can handle a situation.
Not offering an immediate resolution to customer queries will directly affect your bottom line.
Organizations that offer a good digital experience to their customers will always be on an upward growth trajectory. With digital transformation, you will be setting up processes that are always on the lookout to find defects and areas for improvement. You need to have the whole organization including the leadership to rally behind you if you want to succeed with your digital transformation. The after-effects of such a step will be there for all to see. There will be marked improvement on all fronts, starting from how your customers feel to how well your website runs. It isn’t a choice anymore, but a necessity.