How to Become Customer-Centric Through Digital Transformation
Much of the digital transformation we see today is a reaction rather than a purposeful strategy. To keep up with today’s always-connected customer, businesses are realizing they must embrace technology to deliver a customer-centric personalization strategy that provides the ultimate customer experience.
Today’s customer expects immediate results anytime, anywhere and in any format. As a result, the modern customer journey is now driving an influx of digital transformation across brands of all types. And while putting the customer first is already at the center of many organizations’ strategy, creating a customer experience that delights and produces takes time.
What Is Customer-Centric Digital Transformation?
Digital transformation has become a trendy buzzword — but customer-centric digital transformation is, however, a very real and powerful strategy many companies are turning to in order to redefine their brand, operations and more.
Customer-centric digital transformation has taken on many definitions, but in simple terms it is about using digital technology to improve and change how a business interacts with its customers by making them the focus.
Becoming customer-centric is best achieved by integrating personalization technology into all areas you can — simplifying channels and portfolio by understanding customer needs and behaviors. A true customer-centric business model should hone-in on the customer decision journey and keep the insight gained at the core of your business strategy.
Monetate is once again ranked as the #1 personalization provider in Digital Commerce 360’s Top 1000 annual ranking of the top eCommerce technology vendors for 2023.
How to Become More Customer Centric Through Digital Transformation Right
A digital transformation is likely in the cards for your organization if the customer experience is not already driving your business’s digital culture. In fact, the direct impact of customer centricity is the driving factor for many of today’s digital transformation initiatives.
Organizations that have a disconnected customer experience or are unable to clearly see critical data points in order to improve the customer journey may be ready to make changes. This type of digital transformation can require changes to operations, data and technology infrastructure, and customer touchpoints.
Another sign that change may be on the horizon is dropping customer satisfaction, fewer repeat customers or poor word of mouth performance. If your business is experiencing any of these patterns, your customers are likely not having the best experience.
Not having the data to develop a good understanding of your customers and their lifecycle is another red flag. A digital transformation that involves making changes to how you collect data and use it to understand the customer journey can offer a better view of challenges and opportunities for additional improvements.
A digital transformation might also be necessary if your current customer experience cannot be measured. There can be no improvement without meaningful metrics and insights. Historically, many of the metrics and reporting have been siloed and difficult to correlate, leading to information cobbled together from many sources and less actionable insights.
Investing in digital transformation of systems, platforms and processes is key in solving these pain points.
Transform the customer journey at every stage with the right personalization software.
Exceptional CX Should Be Driving Your Transformation
In a recent global digital study, business leaders were asked about factors that influence their decision to implement a digital transformation strategy. Nearly half of all organizations cited customer experience and satisfaction as their leading influences.
An exceptional customer experience through digital transformation creates highly engaged customers, which has proven beneficial on many fronts. A study from Rosetta Consulting found that these customers are:
- 6x more likely to try a new product or service from their preferred brand
- 4x more likely to have referred your brand to their friends, family and connections
- 2x more likely to make a purchase with their preferred brand, even when a competitor has a better product or price
Furthermore, the study found that highly engaged customers buy 90% more frequently, spend 60% more per purchase and have 3x the annual value (compared to the average customer).
Catering to a Customer-Centric World
To accommodate the new, modern-day buyer, your business needs to think digital first—because your customer already does.
Today, there is no difference between online and offline. Customers expect the same brand experience—whenever and wherever they want it and whether it be on their desktop computer, mobile phone or in-store.
Digital technology has changed consumer habits and shifted expectations. If your business hasn’t also, it’s time to consider a customer-centric digital transformation.