November 21, 2018 John Pane

Digital Transformation and Customer Experience POV

Organisations continue to struggle to balance the competing demands of digital transformation and CX. Digital transformation has become the new normal as organisations attempt to transform while they perform. At the same time, there’s an increasing focus on customer experience. So how can organisations determine where to start to meet the requirements of both customers and shareholders?

We know that technology has empowered customers to access content anytime, anywhere, in their preferred format and via their device of choice. Customers’ expectations continue to grow as they’re exposed to more and more channels of communication, artificial intelligence and a myriad of connected devices. Social media and networking add to the clamor as customers expect to get what they want when they want and in the format they want and (equally important) share both their positive and negative experiences publicly.

The competing demands of digital transformation provide an opportunity to seize on efficiencies, manage risk and uncover new monetization opportunities and that must be capitalized on. Here are the top three trends that I predict will influence successful digital transformation into 2019.

Customer Identity Access Management
Customer Identity Access Management is fast becoming key to the digital customer experience. With the current online world riddled with news about breaches, DDOS attacks, and identity theft it is crucial to identify an identity platform that is right for your digital journey so your customers can sustain trust in you. From the outset, you need to consider aspects such as enrolment, registration, password policy, and control and reset processes, ease of use. These factors affect CX from the initial engagement with your business and will either leave your customers with an ordinary experience or an amazing experience where you reduce risk and keep your competitors at arm’s length.

AI and Machine Learning
This technology has the potential to revolutionise the CX, but that depends on how it’s introduced and supported by organisational change management. AI promises obvious benefits such as cost savings. However, when deploying a chatbot, for example, we must ensure we design, use and adopt AI in a responsible, ethical and unbiased manner to support adoption. AI generally needs to complement the existing human workforce, so they can coexist and deliver a useful, instantaneous and personalised CX. AI and Machine Learning are no different to any other Digital Transformation initiatives, it is important to understand the how and where it can be adopted in your organisation to have a long last effect on your CX.

Using Predictive Analytics to understand the CX
The rise of AI and its use for predictive analytics is becoming a very valuable asset for business. The ability to harness big data and find innovative ways and insights through AI predictive algorithms is becoming crucial to business planning. It allows businesses to understand the current state of the business and identify future patterns. The opportunity to better predict customer behaviors and spending patterns or enable smarter and sharper healthcare decisions using AI and Predictive Analytics is truly exciting. For example; it’s inspiring to realise that health providers use this technology to develop more effective Melanoma diagnosis and treatments for patients. Make no mistake, preparing the data is no simple task – it involves commitment and dedication.

I believe these three technology anchors are going to be the key trends that will need real focus and play a part in an organisation’s digital transformation strategy. Those that truly commit to putting CX at the forefront of any plan are sure to succeed.

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