The digital revolution is just getting started. Technology that automates our lives is being developed at an ever increasing pace. The world has become a much smaller place due to our digital lifestyles. While our personal lives can quickly and easily be digitized, companies can take longer to do so. In a recent joint webinar hosted by MaritzCX and partner, Protiviti, it was discussed how companies can act now to learn more about digitizing their business.
In the webinar, the speakers presented four areas you need to think about when transforming your business to a and digitizing your company:
- Customer Engagement
- Digitizing Products and Services
- Better Informed Decisions
- Operational Performance
Each of these areas should seek to collect and analyze data gathered, and then act on it in real-time.
Easier said than done, right?
It depends on the company and the industry. The webinar went into detail about Protiviti’s Digital Maturity model in which they graphed the level of digitization found in certain industries. On the higher end of digitalization you will find the High Tech and Financial Services sectors. On the lower end of the digitalization scale you will find Manufacturing/IP and Pharmaceuticals/Healthcare. Other industries such as Automotive and Retail fall somewhere in between the two endpoints. The information and graphical representation is based on Protiviti’s own experience and does not reflect an exhaustive research or view of each industry. Nevertheless, it highlights the importance of implementing digitization within different types of industries and organizations.
The webinar gives companies the areas of importance when thinking about transforming their businesses and goes into the steps companies need to take to start a digital CX transformation.
Steps to Start the Digital CX Transformation
During the webinar, 5 steps were presented in order to help you begin to digitize your company. These steps are given to help you collect data from digital mediums, analyze it, and adapt in real-time. It will help you drive data-backed decision making provide leaders and teams transparency about what’s positively and negatively impacting the customer experience.
Journey Mapping—You can’t know what you need to change until you can map out the entire customer experience. Doing so will help you identify different touchpoints that can be influenced.
Identify all Digital Touchpoints Under Control—these touch points include, but are not limited to, social media channels and company websites. Identifying which digital channels you have control over will help you understand how best to use them in order to maximize the benefits of a digital transformation.
Develop a Feedback Strategy for Areas of Control—You could use a different technique for each channel. For example, if you want to use surveys in your feedback strategy, you might consider the survey design options. In addition, you’ll want surveys that are short and intelligent. And all feedback requests should be minimally intrusive.
Identify Ares of Influence—This includes digital mediums that you don’t have direct control over, but can influence. Examples include review sites, blogs, or what other people post on social media. There are many ways to monitor these digital channels, using social media monitoring tools that aggregate customer sentiment is a good example.
Develop a Feedback Strategy for Areas of Influence—This step is similar for areas of control. How will you handle the feedback found in your areas of influence?
The Digital Journey Begins with a Step
These five steps will help you begin the digital CX transformation within your company. These steps aren’t a checklist that once complete, you can forget about. But rather, a journey. The processes involved and effectiveness of each step will evolve over time. Continuously evaluating the five steps and maintaining customer centricity will contribute to the success of your companies’ digital CX success.
If you missed the webinar and would like to watch it, you can download it at this link here.