Rooting your digital transformation in customer experience

Digital is how we harness new technologies and data to do business and live our lives in new ways.
From email, social media and smartphones to sophisticated data visualisation tools, smart machines and robotics – digital solutions have immense power for everyone if harnessed in the right way.

How digital helps create value from customer experience

Digital means that organisations have more opportunities to influence, improve and create more value from the experiences their customers have with them.  But too often they gather ‘big data’ around their customers but fail to derive big insights from it.

Gate One supports businesses across a number of sectors to help them derive more insight from their customer data.  We help map customer experience journeys to better inform customer experience and digital strategies.

As an ambitious business seeking more value from digital for your customers, as a minimum you can add the following digital approaches to defining your customer experience strategy.

By rooting your digital transformation in customer experience you ensure a relentless focus on the most valuable investments to improve customer experience. This not only de-risks delivery but ensures a better ROI on digital.

Gate One supports businesses across sectors to dream big and deliver pragmatically on their digital ambitions.  Please contact me to find out more about how we can help you achieve the best value from your digital investments.

1. Conduct a full contact and complaints audit.

Analyse data from your CRM/contact management and complaints management systems and present it in visually exciting ways that derive key customer insights. Watch the pennies drop for your leadership team as the data reveals a real pulse on your customers.

2. Run customer journey mapping sessions with actual customers and frontline service staff to identify customer pain points and service improvement opportunities.

Build an end to end view of the customer journey, showing what they feel, think and do while interacting with your organisation.  Building a voice of the customer and organising your teams to improve customer journeys helps you re-imagine those journeys and how to improve them using new technologies.

3. Define customer segments using census and demographic data cross referenced with your own customer data.

This will help you to understand your key groups of customers and the level of service/types of products they require.  It will also give you a chance to have a pragmatic discussion about the right data to capture on customers, because capturing everything isn’t useful!  This will help you to move to a more sophisticated type of data analytics to drive service design that is led by customer insight.

4. Kick off service blueprinting by bringing together customer analytics, customer segments and customer experience journey improvements.

These will all help you to redefine service offers, product mix and service metrics.  Dare to transform products and services and make sure you are open to seeing the potential digital can have to change how you deliver an experience.

5. Define your customer experience programme portfolio to make sure that the transformation required is rooted in pragmatism and focussed on delivering the highest value.

Where relevant harness the power of digital to improve the customer experience by making their interactions with you faster, easier and more engaging.

By rooting your digital transformation in customer experience you ensure a relentless focus on the most valuable investments to improve customer experience. This not only de-risks delivery but ensures a better ROI on digital.

Gate One supports businesses across sectors to dream big and deliver pragmatically on their digital ambitions.  Please contact me to find out more about how we can help you achieve the best value from your digital investments.

UMBAR SHAKIR | CLIENT DIRECTOR

Umbar leads our digital team. She has 17 exciting years’ experience in digital and has delivered end to end digital transformation in a wide range of businesses and sectors, from strategy and portfolio direction to digital innovation and culture change. Umbar is passionate about digital and its power to help organisations and their customers discover new ways of doing business and living their lives.