“People should always know what the why is, whether it’s connected to an OKR or company goal,” said Otto. So, it’s clear a lot is at stake. The top industries for digital-first business strategies are services (95 percent), financial services (93 percent) and healthcare (92 percent). 1. Otto uses surveys and interviews to continuously measure awareness (how aware people are of what’s changing and why) and preparedness (how equipped people are to make the change) to ensure both aspects improve over time. “This involves continuously looking for customer feedback.”, “Businesses need to be clear on who buys their products and what their customers need.”Nishanth Babu, VP of Product Growth and Monetization, Zendesk. Or, it could be innovating by building new processes around cutting-edge tech. It’s about reaping benefits that will help your business thrive into the future – for example, by being able to: How valuable is digital transformation? Customer feedback can be indirect—like purchasing behavior or how customers use your product or service and direct—like pain points customers share with agents or via NPS surveys. A business should ask itself: ‘are we making things as simple as possible for customers?’”Nishanth Babu, VP of Product Growth and Monetization, Zendesk. For example, when undergoing digital transformation, an organization will need to move from analog to digital data storage — a significant … Overview of Digital Transformation “ Digital transformation can refer to anything from IT modernization (for example, cloud computing), to digital optimization, to the invention of new digital business models.” In general, it refers to the use of digital … “No one is amazed when you walk into a room and turn on a light switch anymore. "Nishanth Babu, VP of Product Growth and Monetization, Zendesk. Digital transformations require time, resources and funding. This created a vast pool of machine-readable data allowing third-party innovations via useful applications. Digital transformation can refer to anything from IT modernization (for example, cloud computing), to digital optimization, to the invention of new digital business models. Despite its success in the operating system market – boasting a market share of 77.7 percent – Microsoft had been struggling in the mobile operating system market, thanks to stiff competition from Apple and Amazon (among others). This includes tools that enable teams to collaborate and interact with customers in real-time, such as through lag-free video conferencing, and asynchronously, such as through messaging channels. That's why messaging has the highest customer satisfaction score of any channel, with a CSAT of 98 percent, according to our State of Messaging Report. https://acquire.io/wp-content/uploads/2020/10/acquire-factsheet.pdf, employees with digital and analytical skills. Those who the transformation will impact are stakeholders, according to Dana Otto, Senior Manager, Change Management, Zendesk. Here are five good examples of digital transformation across a number of industries. More than 50 percent of digital transformation efforts came to nothing in 2018. Announcing: Our Shopify integration is available now! People who champion the transformation or approve it can be stakeholders, too. Every department has to keep the customer in the orbit of their processes. Messaging is a customer favorite because of its multimedia and rich capabilities and messaging apps such as WhatsApp and Facebook Messenger that meet customers where they are. Cultural/Organizational Transformation Full, long-term digital transformation requires redefining organizational mindsets, processes, and talent & capabilities for the digital world. Quarries, mines and railroads might not seem like a natural habitat for digital … INSURANCE. In the past, legacy systems and processes left data in silos, making it hard to see the full story and leading to disjointed, inconsistent customer experiences. Learn how Acquire improves support and increases sales. The best digital tools just work—customers (and employees) don’t have to think about them. In the UK, Leeds City Council decided on an open data model. That means it can’t just be support that’s thinking about customers. Fundamental change has to be made, and foundations built,” explained Babu. The people-side of transformation is challenging to measure because humans are unpredictable and difficult to quantify, explained Otto. Early transformers, now household names like Amazon, change toward things customers want and away from products or services it turns out customers don't need. Although these are examples from the best companies, there is a wide recognition amongst companies that digital transformation is the key to their survival. By Hannah Wren, Content Marketing Associate, Published December 1, 2020 But the environment of constant change driven by COVID-19 made business transformation more relevant than ever, shrinking the transformation timeline from years to weeks, according to Gartner. Once you know how people feel about the change, it’s easier to plan communications, training activities, and manager support. Ford breaks down barriers. Anheuser-Busch (AB) InBev has looked at how digital transformation can be applied all through the business while retaining focus on serving its consumers. Organizations that master customer-focused change prioritize the quality of their customer experience tech stack, meaning it’s an enterprise-wide investment decision, according to Zendesk and ESG’s research. “If you’re an early-stage startup, you can get it right from the beginning. Services must be fast, responsive, and personalized. It was thanks to this that Ford were able to invest in novel projects such as Ford SYNC and MyFord Touch. When they don’t, the technology sticks out like a sore thumb. Fast-forward a decade and it became the first-ever bank to be awarded with the title ‘Best Bank in the World’ by three major publications. Feel free to share your own … A business process might coordinate sophisticated behavior of people, systems, and information behind the scenes, but your customers don’t have to know that. Explore this eBook to learn how companies of all types, large and small, have flourished after making the switch from Salesforce to Zendesk. 1. Know how to benchmark your digital transformation initiative against your peers. When you put your car in reverse, you don’t think about all the components making that happen; you just expect it to happen. When it comes to digital transformation, companies often throw around buzzwords like “personalization” and “customization.”. And, in a world getting more digital by the day, that figure only looks set to increase. “Customers need the ability to reach out on the most convenient channel and get a fast answer, interactively.”. “The age-old idea of building a large, expensive, complex system doesn’t work in this pivot-quickly world,” said Hartwell. “We were already in an environment where a business needs to interact with customers on a personal level, on their preferred channels, in what language they speak, and from any geographic location—without monolithic systems,” Hartwell said. Some of the best-known brands are no longer anywhere to be seen on our trip down the highstreet (Blockbuster anyone?). Through the clever use of Big Data, Our IT Department helped an established insurance broker to convert vast amounts of current and historical business data into an essential tool that allows them to provide a better customer service experience. When they work, customers get fast, personalized responses, and the technology behind the scenes is invisible. Today's customers want to communicate with brands the same way they do with friends and family: in a way that’s convenient, personal, and interactive. Nike Just Did It. When businesses thought of digital transformation previously, systems that cost millions of dollars and take years to implement typically came to mind. Take chatbots. DigiBank uses cloud software, making use of Amazon Web Services (AWS), among others. But now, businesses have tools, like CRM software, to build processes that connect data dots across support, marketing, product, sales—the entire customer journey. In fact, Gartner predicts that 80 percent of customer service organizations will have abandoned native mobile apps in favor of messaging for a better customer experience by 2025. “The good old days of submitting a ticket via email and waiting for an answer are long gone,” said Hartwell. But if you’re changing a product or business model that’s been around, it’s more of a change to the culture. But processes that foster better-personalized experiences aren’t built overnight. If you invest heavily in a single tool or platform and your business goes in a different direction, it's costly to tear that out and start over again,” said Hartwell. Rather, it helped free-up resources previously locked into propping up an outdated and fragmented system. Digital transformation is a challenging yet necessary journey. (You can unsubscribe at any time. Digital transformation has changed the business landscape and there’s no getting away from it. 1. Through this approach, AB InBev will be able to create evermore relevant and meaningful content for their consumers. ), Digital transformation and customer experience, 5 types of web self service (and how to set them up), Delivering personalized customer experiences with Zendesk and Amazon Connect, How companies thrive after switching from Salesforce to Zendesk, Building stronger customer relationships with messaging, Implementing digital tools like artificial intelligence (AI) to free employees to focus on tasks requiring creativity, problem-solving, and more human skills, Using design thinking to discover and resolve pain points in the customer journey, Revamping processes to adapt to customers’ needs, Evaluate how people feel about the transformation, Build a transformation roadmap around awareness and preparedness, Invest in tools for a distributed workforce. On the back of this, a number of new digital services have become available to residents which otherwise would not have been developed due to lack of resources – for example, the Leeds Bins app for iOS and Android allowing residents easy access to waste management information. Thus, the shift to remote work resulting from COVID-19 is a driver in the direction business was already headed. “Systems and processes that enable you to be agile and pivot on a dime get you that.”. Only then does a recruiter get involved, looking at the scores JIM produces for applicants. Engaging with customers via emerging technologies like social media is one way to provide the low-effort experiences customers expect. Similarly, sitting in your home office and talking to coworkers via a virtual setting will be normal.”. Adapting your service offerings to embrace social media … When rethinking business and operating processes, here are tactics to keep your focus on the bigger picture: how to deliver breakthrough value to your customer. This is a preliminary list of cases that will be updated on a regular basis. “In the future, each of these solutions will be SaaS and cloud-based, specialize in a particular area that it does very well, and all talk to each other.”, “Businesses need to be in a position where they aren’t building a system, but an ecosystem of systems plugged together like so many Lego bricks.”Bruce Hartwell, VP, Customer Experience Systems, Zendesk. This meant it could launch the world’s largest banking API platform. Think about customer service software. Customer-focused organizations don’t transform to add technology for its own sake. The company is also looking into software to monitor social media and gain insight into what consumers think of its brands. “I can spend less money, leverage value right away, and then invest in my infrastructure incrementally to continually drive that value.”, "The age-old idea of building a large, expensive, complex system doesn’t work in this pivot-quickly world. A successful transformation roadmap ensures people are aware of what’s changing and prepared to make that change, explained Otto. Here are some key steps for bringing your people along with transformation. Caterpillar heavy machinery is famous for its reliability. Because of this, Microsoft changed tack. One of the ways it has done this is by changing how stores are able to replenish their orders, developing a mobile application called B2B. Heavy machinery. Singaporean multinational DBS was actually ranked bottom of the list for customer satisfaction and even given the nickname, the “Damn Bloody Slow”, thanks to the lines of customers queueing in front of its cash machines. Perhaps counterintuitively, Ford cut the IT budget by 30 percent. With such stiff competition around, any kind of delay can potentially spell disaster. Stakeholders often include employees, their managers, training teams, HR business partners, or vendors. Best-in … “Most people think of agility as being quick to do something, which is true, but agility also means being quick to react to get incremental value.”Bruce Hartwell, VP, Customer Experience Systems, Zendesk. Instead, the focus turned to cloud-based solutions and forging relationships with software and technology vendors – quite a departure from its previous approach. Customer-focused transformation starts with your people—the employee experience and the customer experience are intimately linked. It isn’t just businesses that stand to benefit from digital transformation. Our Shopify integration is available now! “CX technology is a nominal investment that gets you a huge amount of payback if done right,” said Hartwell. To unlock impactful change, customer-centric organizations take an integrated approach, linking customers’ needs to transformation. Companies often undergo digital transformation to help them do more with data—building processes that enable them to translate analytics into outcomes. “A lot is going on in customers’ personal lives and the world,” said Babu. It helps to make measuring success a constant in your transformation strategy, not the final step. In a digital-first world, contact centers need to move faster than ever. 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