Skip to Main Content
Access your saved content
Companies must achieve enduring customer relevance at scale through a customer-focused digital transformation to thrive—and survive.
Most companies recognize the power of digital. They understand that “going digital” means going well beyond marketing strategy changes to implementing a customer-focused digital transformation. And they understand how essential digital transformation is to their success.
Learn about the three essential elements to deliver enduring customer relevance at scale
Leading companies are already re-imagining customer experiences with a strong focus on digital. For example,
By giving customers rich experiences in their own languages, Marriott is reaching $7 billion in annual sales online.
With a focus on a seamless omni-channel commerce solution, Nespresso is offering a more personalized and complete customer experience across more than 40 countries.
Efforts like these centered on becoming a customer relevant digital business are no longer options. Instead, they are musts because digital transformation can positively impact:
Realizing these benefits means accepting that digital demands that a company think, rethink, and think again about how to be relevant to current and future customers—from creating new experiences and service models to transforming the business. It is about continually sensing and responding to the ways that digital is turning everything upside down:
Customers are empowered—at every turn, all the timeThe digital world we live in has given rise to the non-stop customer. Consideration and engagement are on their terms.
Competitors are not what—or who—they used to beDigital is changing the competitive landscape. Across industries, traditional players are exploring new identities.
Technology is enabling people—but disrupting business The volume and pace of technology and device innovation is already unprecedented. And, most companies are struggling to keep pace with the multitude of new platforms.
Download the full PDF to uncover how digital transformation influences business outcomes.
There are opportunities for companies that embrace digital realities and use them to drive customer relevancy. This requires an “outside-in” lens to deliver enduring customer relevance at scale.
It starts with considering the part of the business visible to customers and then assessing internal operations and technology infrastructure. There are three essential elements to achieving a customer-centric digital transformation.
Delight customersCompanies must understand customers to design delightful omni-channel experiences and services. Customer systems should be relevant, simple and elegant.
Re-orient the businessCompanies must tune brand management and the operating model toward customer-centricity and agility while infusing analytics into the core culture. Business systems should be effective, efficient and deliver return on investment.
Flex the platformOptimizing the marketing, content and commerce technology infrastructure—and turning on a dime as needed—powers customer experiences and business operations. Technology systems should be robust, scalable and capable of being deployed quickly.
Making a complete digital transformation means combining and executing these ingredients together, even if maturity among them varies. The result can be breakthrough performance. This could mean accelerating the effectiveness and efficiency of the current business, driving growth. Or it can be differentiating the business by launching new products or services that delight customers. The ultimate reward is becoming a digital disruptor.
There are specific actions that companies can focus on today to jumpstart a meaningful digital transformation—keeping the customer experience front and center:
Mindset: Broaden the definition of digital A campaign-driven, technology-led perspective confines digital to a single part of the organization. Instead, companies must infuse digital into every aspect of the business, creating a digital ecosystem that includes people, processes and technologies.
Connection: Discover how in love customers really are Because companies have different digital maturity, traditional benchmarking can be an exercise in comparing apples to oranges that nets few actionable insights. Companies can augment traditional benchmarking practices with those that gauge customer satisfaction.Leadership: Build momentum from the top Digital transformation must start at the top of the organization and permeate through it. The entire C-suite must be committed and work in a highly collaborative manner toward shared goals.
Education: Teach the power of digitalIn many organizations, digital expertise is held by a select few. Moving forward, it is imperative that digital knowledge goes beyond isolated pockets to become embedded throughout the organization.
Teamwork: Encourage digital accountability An essential part of digital transformation is to make structural changes that enable collaboration. Companies can set digital key performance indicators for personnel in all areas of the organization—and reward high performers with incentives.
Entrepreneurship: Commit to never being satisfiedTruly owning the mantle of the digital business means always being willing to think and work like the best of them. Throughout the digital transformation, companies should ask themselves, “What would Apple or Google do in this situation?”
Planning: Invest beyond the here and nowDigital gains are not necessarily immediate. Companies must be patient, pursuing digital transformation as part of a lasting vision for change, making long-term investments rather than focusing only on point solutions that promise an immediate payoff.
The business imperative for all is to achieve enduring customer relevance at scale through a customer-focused digital transformation. Whether companies perceive digital as a threat, a challenge or an opportunity, those that ignore it do so at their own peril.
March 21, 2014
Skip Footer Links