It is known that when IT and the business function in cohesion greater benefits can be achieved for an organization. It helps to bring newer technologies to market quicker and immediately start to win new business. In today’s business the power of digitization cannot be discounted. If you are a small business with less than 10 employees or a large business house with thousands of employees you need to digitize using the right tools and technologies. Along with the right tools you also need to have a customer centric approach that will help to acquire and hold on to customers.
The start to this approach should be well planned but more appropriately well timed. For example if you have an event or a product launch that will be in the next 6 months and start your digital campaigns and capture leads immediately many of them will fizzle out. However, if you time your digital campaign say 45 days before the event and do it aggressively you may see better results.
Small businesses need to focus their digitization campaign on the core areas of digital marketing, customer relationship management (CRM) and accounting. If these 3 pillars of the business are working well and of course your products or services which are the core of the business are delivering well, you are in the game. It is rather important to check what your competition is doing. You don’t need a private detective to do that but following natural trends in Social Media or getting some inputs from the market will surely help. We need to stay ahead of competition when it comes to digitization and customer service.
People are by far the most important component of the digital approach taken by organizations. You can imagine a scenario in which a customer-related digital transformation effort is done to improve the customer experience, without the customer using any digital technology in that process, even if it becomes increasingly rare as digital becomes pervasive in the customer journey and experience, regardless of age and segments. When digital customer-facing processes and interactions, as well as customer experiences, are key in achieving the customer experience goals, make sure these digital touchpoints are so easily accessible that customers want to stay in touch with your company. For example when you launch a digital campaign on Facebook the moment a person calls you, messages you, likes or follows your page you have achieved the objective. Then when it is done at scale and sustainably over a period of time that is the point you have successfully taken your products or services to the intended audience.
Once audience come to know about the product and buy it your work is half done. The next half starts when it comes to customer service. The customer service needs to be driven by an easy access support tool wherein customers can log-in their complaints or a toll-free number wherein they can call and login their complaints. If it is a physical product that you are selling you need to provide the service at the customer location or your service center whichever is convenient for the customer. If it is a software or any service for which support can be provided online then the same has to be provided within a defined support timeline. One of the very important factors of customer service is the fact that customers complain when they are facing challenges with using your products or services and the sooner you get it up and running it does wonders for the brand.
There is no denying the fact that going digital is the way ahead for businesses of all sizes. But then again, a digital transformation does not mean creating bling apps, or automating processes. Digital transformation funnels down to just one thing: excelling in Customer Experience. And this, more than anything else, is an attitude that aligns all the departments of your company to a CX-driven culture.
The millennial customer, always wanting more, and wanting it right now, that too, with increasing speed and efficiency is giving companies a good run for their money when it comes to giving a fulfilling customer experience. All efforts are, and must be, to give the customer an experience beyond the apps and dashboards — a customer journey that is a seamless web to mobile transition and back.
In a connected world it does not matter whether you are selling an industrial crane to an large industrial customer or selling a SaaS subscription to a small business you need to be agile with your response to customer acquisition and service. If it is done correctly you are in the game and if not competition will slowly take up your market share and before you realize a large chunk of your market share will be gone.
If you want to know more about how we can help you with your digitization and customer centricity approach please connect with us at info@intelligentq.co.in.
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