According to a recent Accenture study, 62 per cent of businesses are planning to invest in digital technology and Gartner confirms that nearly one in three businesses with $250 million or more in annual revenue that underwent a Digital Transformation can now be defined as digital businesses.
As these tech factors become more and more prevalent, the customer expectation for custom and tailored experiences becomes the norm. Although many companies are moving toward Digital Transformation, however, there are some gaps that businesses must overcome in order to provide these customers with a top-notch experience.
Digital Transformation can’t be focused on one area
Think that the customer experience begins and ends within the contact centre? Think again. On the contrary, the customer experience is about seamlessly supporting consumers across their entire brand journey regardless of where, when, how and with whom it happens. This means supporting not just one business area (i.e., the contact centre), but the entire organization as one living, breathing entity. Research suggests only a fraction of companies currently implement an enterprise-wide digital strategy, but imagine how much stronger a company would perform if it supported the customer experience as the natural enterprise-wide journey it is? A journey where interactions take place across multiple channels and devices, unfolding across multiple key areas of business like marketing, accounting and other is far stronger than a one dimensional one.
There is a disconnect between vision and execution
While businesses understand the importance of Digital Transformation, they’re still struggling to go from concept to implementation. They’re challenged with evolving from legacy hardware to a services-based ecosystem that supports digital drivers like cloud, mobile, big data analytics, and social. Despite almost 80 per cent of businesses identifying Digital Transformation as their top strategic priority last year, the Harvey Nash / KPMG CIO Survey indicates that only 58 per cent have implemented an enterprise-wide digital strategy.
This lag in execution could be due to a number of factors but perhaps most notably the initial business discovery process is not being sufficiently performed. Additionally, companies need to adequately define customer-specific strategies as well as align business outcomes and technology.
Digital business strategy and business strategy are one in the same
Cohesion across the company as well as technology channels is a key factor in successful Digital Transformation and the same can be said for developing strategies. Some companies funnel these strategies into two areas: digital and overall; however, to successfully achieve digitization, businesses must integrate digital aspects within their overall business plan. With an integrated digital business strategy, companies have fewer steps to reach their goals compared to companies that need to add in an isolated planning process for digital business.
With constant change and increasing customer demand, companies can’t push customer experience to the side. By focusing on Digital Transformation to engage consumers and cater to their needs, businesses can set themselves apart and increase ROI.
Frederick Sabty is the vice president, hospitality worldwide for Avaya. In this role, he is responsible for delivering industry-specific solutions to the region’s hospitality providers, hotels and other tourism-related enterprises. Frederick enables hotels to enhance customer experiences through Avaya Solutions, and develop competitive advantage.
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