To be a successful digital transformation leader and effectively implement the digital transformation initiative, businesses must firstly rewire their internal communications to improve the client experience in all ways possible. This internal transformation is actually not an IT initiative at all. Companies need to consider how their internal communications are impacting the digital transformation initiatives that they are undertaking. The good news is that it is not only cost-effective but it does not require the hiring of a new set of IT people.
In fact, by outsourcing the work involved in communicating internally on the digital transformation initiative, you can free up your time for other business capabilities. You simply need to find an expert in this field who will act as your consultant. Your consultant should go through the customer journey and help you understand what is critical to the success of your current initiatives. From this point, your consultant will recommend the best solutions that match your organizational goals and business capabilities. They will help you determine which business capabilities will increase your competitive advantage and which ones will help you achieve a more sustainable customer experience.
The essence of the digital transformation is to create a company culture where the customer is king and everyone understands how important their opinion is to your company’s success. However, many companies still manage to have dysfunctional customer experiences because they do not connect the value of the customer with the value of the digital transformation itself. They believe that they can continue to provide the same services and value to their existing customers without changing much about their internal business processes. What they do not realize is that the only way to sustain the momentum of digital transformation is to apply it across the board. Outsourcing the transformation to the experts in the field ensures that all parts of the organization get on the same page and understand each other’s goals and objectives.
Outsourcing a digital transformation initiative also ensures that all employees are on the same page. This will enable them to pool resources, ideas and experiences and come up with a common set of goals and objectives that will be beneficial to the company over the long-term. The result is that not only will you be able to successfully execute your digital transformation strategy but you will also have the benefit of an organized team that is dedicated to the success of the business as a whole. No longer will you be dealing with individual members who may be working at a loss because of the lack of clarity about the direction the company is taking.
By sharing the digital transformation strategy and its goals and objectives with key associates at all levels of the business, managers can ensure that there is a clear understanding of the value of the digital transformation and what steps need to be taken in order for the initiative to be successful. This way, all employees will be on the same page, working toward the same end results. It is also important for managers to get information from all levels of the organization so that a unified vision can be developed that will drive the strategy and help to achieve the desired customer experience goals.
Integrating the digital transformation initiative throughout the business means that the customers too will be part of the transformation. They can feel a connection as they access the value added services, applications and features as they use the internet, mobile devices or their employee’s smartphones. With the ever growing influence of social media, people are using the web for more than just surfing the net; they are now interacting with each other and delivering personal messages, connecting to each other and providing feedback. All this creates a powerful opportunity to take advantage of the digital transformation strategy and integrate the digital transformation with the customer journey.
Once the digital transformation is implemented, managers must continuously assess their current processes and develop new ways of operating within the framework of the new digital platform. They should develop digital marketing that leverages the opportunities that exist in the digital environment. Digital marketing incorporates a wide range of strategies including creating a brand identity, engaging customers in conversations, and creating an authentic online presence. It also involves building customer loyalty, generating leads, nurturing relationships and increasing sales volume. The ultimate goal of digital marketing is to create a positive brand impression, which provides a path of upward movement.
Digital marketing is a complete integration of the customer, the company and the organization. It is a continuous process that begins with the design of the digital platform, understanding the customers’ perspective and addressing their needs and wants. It continues to involve various stages like development of the brand identity, engagement and the creation of the online store. The creation of the store and the ability to effectively display the products on the web to serve as the key factors for the success of digital marketing. It helps in building customer loyalty by providing an interactive gateway to the customers.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.