3 Steps to Customer-Focused Digital Transformation

By Emily Pribanic - Last Updated on January 6, 2020
Steps to Customer-Focused Digital Transformation

Follow these steps to offer your customers better experiences.

Before you begin to digitally transform your organization, it is important to think of how you can better fit into your customer’s process, rather than your customers fitting into yours. This way of thinking will ensure that none of your marketing efforts go unseen and are wasted.

Customer-focused marketing is essential to ensure that your customers are happy and satisfied with your brand. The major importance of customer focus in digital marketing planning is to ensure that your customers are happy. When customers are happy and like your brand, they will spread that news to their community which in turn leads to more customers interested in your brand. From reducing costs to streamlining internal processes, conducting a digital transformation in your company can provide many benefits but it is important to make your transformation customer-focused. If you are looking to perform a customer-focused digital transformation in your company, follow these steps to ensure that the process goes smoothly.

Steps to Customer-Focused Digital Transformation

Customer Experience
It is extremely important for customers to have their own experience, so that should be the most important thing for your business to focus on. Offering a good customer experience is more than just about offering customers excellent customer service or the best possible customer experience in just one moment. Customers put an enormous amount of value on companies who provide the right experience at the right time but as a business, it can be challenging to know how to offer that. Uniting marketing, technology, deployment, sales, and physical environments will allow your organization to create the best message for the right moment, understand when that moment is, give your company the capability to create experiences at the right time, and, most importantly, increase conversion rates. The best way to improve customer experience is to understand your customer’s desired experience and provide that experience to them.

To be able to achieve a meaningful customer-focused digital transformation, data needs to be collected and utilized properly. Customers today expect to be provided with real-time adaptive and responsive experiences and this can only be provided to them with a large amount of data. Data will also help you map and understand customer journeys to allow you to know which touchpoints work best for your individual customers. It is essential that your company collect historical data to be able to map out buying patterns and allow predictive analytics to help you understand what customers will want next. Present-day marketing is customer oriented and to be able to proactively create experiences for your customers, rather than just retroactively responding to old ones, data is essential.

The last of the major digital transformation steps is to think of how you fit into your customer’s ecosystem rather than how they fit into your process. Thinking of customers in this way will allow your company to think more about how your systems best serve the customer’s which ecosystem you’re a part of. When your company begins to think in terms of an ecosystem, they’ll better understand how their customers move through this system, through a combination of digital and offline experiences, choices, and decisions. Thinking past funnels will allow your marketing efforts to succeed when customers don’t see an ad or open an email you sent out after hoping they saw that ad. When you digitally transform your systems to reflect your customer’s ecosystem, you are better able to meet your customers’ needs in the best way that suits them.

So, why is customer focus important when it comes to your company’s digital transformation? Well, being able to suit your customers’ needs in a way that best responds to them is the best way to convert customers and ensure their satisfaction with your organization. Customers today expect experiences to be catered to them and when that doesn’t happen, they move onto the next company. By digitally transforming your systems to better meet the needs of your customers, your company will make your customers more satisfied and diminish the chance of them running to your competitors.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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