Been tasked with digitally transforming your business? Start with your customer communicationPublished on 21 Aug 2018
There is no shortage of research confirming how crucial it is for businesses to transform digitally.
Digitally transforming a business’s communication processes is a massive undertaking. It requires new and upgraded technologies, top to bottom change management and the transformation of internal (employee) and external (customer) interactions. The success of digital transformation could determine whether a business flourishes or fades:
1. What is driving digital transformation?
Individuals (employees and customers) are driving transformation, not business or technology. Digital natives expect to be able to access information at the time of their choice and on the device/channel they prefer.
2. What do customers want when communicating digitally?
Today’s ‘connected consumers’ are looking for personalized services and customized products. They are always on, expecting information immediately, through whichever channel and device they happen to be using.
3. What are customers likely to do in the absence of digital transformation?
Not responding to this demand will result in a poor customer experience and customer churn. Over 80% of consumers in Australia, Europe, New Zealand and the US said they have stopped doing business with a company following a bad customer experience.
It makes sense then to start with transforming your customer communication
How, when and why you communicate with a customer, forms a significant part of their overall customer experience. You may not be able to digitize products and services in the short term, but you can gain some very quick wins by migrating customer communications across to digital channels.
Focusing on digital communication offers many benefits to a business looking to enhance customer experience. And since 60% of customers report switching between contact channels based on their current whereabouts and activities, it’s imperative that a business is able to communicate effectively in a range of ways.
How we can help you get started on digitally transforming your communication
Our approach to establishing a way forward is to benchmark your business against a maturity model, which is a tool that helps to create a strategic view of the state of your organization’s digital communications.
Striata’s digital maturity models for insurance, banking, utilities and mortgage provide a framework to help you understand where your organization is on the maturity scale, and to map the next steps in the digital transformation of your business’s communication strategy…
Ready to digitally transform your communication?
Document resource: Digital Maturity Commercial Insight
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