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Guest Column: Digital transformation key to harnessing happy customers: Rajesh Kurup

17-October-2015
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Guest Column: Digital transformation key to harnessing happy customers: Rajesh Kurup

In today’s business world, it is interesting to see how enterprises are finding new ways to engage with their customers to ensure their loyalty towards a particular brand. In the past, enterprises benefited from a technology infrastructure, which gave them more insights into customer behavior and enabled them to segment and re-target their customers. However, the above information was in silos, limiting the analysis that could be done on engaging the customer.
New trends in 2015 highlight the enterprises’ focus on ensuring that the potential customer has a positive holistic experience with their brand and remains loyal to it. To achieve this target, enterprises are investing in technology innovations such as: bringing common data attributes together for better personalization and relevance, shifting towards the cloud, and providing better customer support infrastructure.
On their part, enterprises are focusing on internal and external adoptions to create the ‘WOW’ factor from a customer experience perspective.
Businesses are creating an integrated digital ecosystem to provide a quality engagement experience to customers, irrespective of the group they interface with. This is a herculean task because, very often, technology systems function in silos and don’t interact with each other in real time. Trends show investments rising in this space and an integrated ecosystem is key to the digital transformation of any organization. The ideal experience, from personal visualization to query to a purchase to after sales, should be relevant, short, and effective. When customers are re-targeted with relevant information, they are compelled to remain loyal to the brand. 

Despite ‘the year of the mobile’ being firmly relegated to the past, we all know that the adoption of smartphones and tablets continues to fundamentally change the way brands engage with their customers. To make the most out of today’s e-commerce environment, a mobile strategy should be a core competence that can be built upon, rather than a standalone special feature. Enterprises recognize this opportunity and continue to mature their mobile strategies for quality engagement with their customers.

Organizations are raising their investments in technologies that give them an insight into areas such as audience segmentation, leading to a better and effective personalization. The idea is, when you provide customers everything they need, whenever they need it, you cannot go wrong in creating a delightful digital experience.

Analytics on how enterprises secured a new customer or retained an existing customer play an important role in defining the channels (and consequently, investment) that the enterprises use for reaching their target audience. These days, sophisticated analytical tools are able to recognize and combine cross-channel advertising, providing enterprises with critical information about the channels (Print, TV, and Internet) that the customers are using to view the products. Adopting these tools also enables enterprises to focus on channels that give the best return on investment (ROI) for their advertising expenditure.

Enterprises are already showing preference for data-driven marketing to join offline and online data for a holistic view of information. Big data technology helps to merge data from all sources, providing enhanced predictive capabilities,eventually giving unmatched ROI for ad spends on various channels.

Finally, while we can have the best systems in the world, it’s not easy to get hundreds of employees to realign their thinking; but this realignment is essential if the shift in the customers’ choices is genuine. Of course, it is a time-consuming task, but because user experience is also determined by the customer to supportemployee interactions, this becomes a vital part of the customer experience and must be handled with care. 

To conclude, the faster large enterprises embrace digital transformation and reach a state where all systems are interacting with each other in real time, the better are the chances of creating a wonderful user experience which will ultimately lead to brand loyalty and happy customers.

(The author of this article is Head – Media & Entertainment Practice at Cybage Software)

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