Digital transformation is a challenging yet necessary journey. 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. “It’s literally pop out the Lego brick and pop in a new Lego brick,” said Hartwell. And if one solution doesn’t work out, businesses want to have the flexibility to replace it without rebuilding the whole environment. IDC estime que les dépenses mondiales dans les technologies et services qui favorisent la transformation digitale atteindront près de 2 000 milliards de dollars en 20221. The phrase … Make value a focus throughout the digital transformation journey and beyond it to sustain and grow the value of the transformation. It simply encompasses the penetration of digital technology into all spheres of life; education, healthcare, but most importantly, businesses. When they don’t, the technology sticks out like a sore thumb. When they work, customers get fast, personalized responses, and the technology behind the scenes is invisible. In the wake of the pandemic, this has only been magnified further, as the ability of an organization to adapt to disruption in supply chains, changes in customer expectations, and adjust to time-to-market stress, became a critical component of thriving as an organization. That’s a gradual journey.”. The virtual world is similar, according to Hartwell. ), 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. Engaging with customers via emerging technologies like social media is one way to provide the low-effort experiences customers expect. “Digital transformation is the use of new age technologies over traditional business processes to build a scalable process of innovation, optimization and growth.” This requires a company to shift from age-old management practices and activities towards more dynamic setups. Learn how to implement web self service to significantly improve your customer experience and satisfaction. It's also a cultural change that requires organizations to continually challenge the status quo, experiment, and get comfortable with failure. It looks at how your people respond to the available technology and put it to use in their own work. "If you want to drive big, impactful outcomes, you need to look at data from a 360 view. It’s used to improve processes and productivity, deliver better customer and employee experiences, manage business risk, and control costs. In other words, businesses that master transformation create an environment that allows them to be nimble. Digital transformation is a term most often associated in the business world where companies are striving to keep up with changing business environments brought about by customer demand and technology. 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. For businesses, this adoption is often a matter of survival. A digital transformation initiative involves change at the organizational level—change that generates breakthrough value. Similarly, sitting in your home office and talking to coworkers via a virtual setting will be normal.”. 80 percent of customer service organizations will have abandoned native mobile apps in favor of messaging for a better customer experience by 2025. As technology evolves, so should your business. (You can unsubscribe at any time. What is digital transformation? Take Vimeo. Once you know how people feel about the change, it’s easier to plan communications, training activities, and manager support. “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,” said Hartwell. An excellent real-life example would be Netflix, which transitioned its movie-watching services away from mail-in DVDs to a streaming service that has had reverberations felt by all the major movie and television producers. But if you want to get to the root cause of an issue and drive big, impactful outcomes, you need to take a step back and not look at data in isolation, but from a 360 view,” said Babu. Businesses and schools find that they often embrace digital transformation from different perspectives. Thus, digital transformation usually involves a change in a company’s culture and hierarchy. Digital transformation isn’t just about “bringing efficiency to outdated business operations” or “reducing operational costs.” That’s table stakes. 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. Stakeholders often include employees, their managers, training teams, HR business partners, or vendors. That’s why the first step of the people-side of transformation is to discover what’s changing, why you’re changing, when it’s taking place, and who it impacts. As we head into this second wave of digital transformation, rest assured that making digital investments is no longer a consideration but a necessity. “People should always know what the why is, whether it’s connected to an OKR or company goal,” said Otto. “The age-old idea of building a large, expensive, complex system doesn’t work in this pivot-quickly world,” said Hartwell. Plenty of companies today boast about undergoing digital transformation, but what they usually mean is digitization. Digitization refers to more modest initiatives, according to Gartner, such as putting services online or plugging a new technology into a legacy business model. “People may not be able to change the change, but if you can make them feel like their voices are heard by addressing their concerns, it helps them move along with transformation,” said Otto. “Businesses need tools to pull a dispersed workforce together, so the fact they’re dispersed is invisible to customers.”, High performing CX teams didn’t all of a sudden decide quality systems and tools were necessary because of COVID-19. Digital transformation, the buzz phrase of the moment, is a term I've heard and used a lot myself in the past couple of years, but I'm still not sure it's clearly understood. Digital transformation (DX) is an ongoing journey of using digital technology and digital strategy to fundamentally change an organization’s customer experience, business and operating processes, or culture. Some transformations have been ongoing for decades, while others are still in nascent stages. It includes processes such as incorporating a greater amount of analytics collection and analysis into business decisions to help the company maximize its marketing investments or plan its research and development. Digital transformation is a universal phenomenon where businesses use digital technologies to change, improve, enhance, and replace existing business processes. “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. Read on to learn what digital transformation is—and more importantly, how to keep your customer at the center of it. Personalization is key to a winning customer experience—76 percent of customers expect personalization, including interactions over their preferred channels, engagement tailored to account type or status, or recommendations based on purchase or search history, according to our 2020 Trends Report. Those who the transformation will impact are stakeholders, according to Dana Otto, Senior Manager, Change Management, Zendesk. Technology, including its regular updates and innovation, requires a workforce that can easily adapt to changes and people who embrace a culture of continuous education. “The old concept of building an expensive corporate location isn’t going to be mainstream,” Hartwell said. Domain transformation refers to the growing capacity of brands undergoing a transformation to think about markets and potential beyond their traditional boundaries. “Large call centers and expensive technology with multiple years of implementation doesn’t get you that,” Hartwell said. This means a business’s tools need to carry it in that direction. They view technology as a tool helping them meet business goals instead of a system driving how they run their business. Sorry something went wrong, try again later? The business process part of the transformation refers to how your company functions internally. Get the latest updates on NASA missions, watch NASA TV live, and learn about our quest to reveal the unknown and benefit all humankind. When it comes to digital transformation, companies often throw around buzzwords like “personalization” and “customization.”. “Personalization is the ideal state, but it’s not the starting position for most businesses. At an MIT Sloan CIO Symposium panel earlier this year, Rodney Zemmel, global leader, McKinsey Digital of McKinsey & Company, identified December, 2019 as a time of “peak cynicism about digitization.” But then he went on to say, in 2020, “COVID accelerated the migration to digital.” That means it can’t just be support that’s thinking about customers. It built a process for product teams to use customer support analytics to ensure product changes are contextual and relevant to those they impact. We are currently undergoing a once-in-a-lifetime technology shift that will transform every industry and every business in the world. Digital tools and technology are changing how people interact, and in turn this changes how people do business. Digital transformation is important because it enables an organization to grow in new and innovative ways, react to changing market conditions, and handle future disruptions. Here are strategies for getting the technology piece of the digital transformation puzzle right. In the customer service world, support teams can pass repetitive customer requests to a chatbot so they can focus on more engaging tasks that require the human touch. In some circles, "digital transformation" as a term was starting to wear out its welcome in 2019. What is Digital Transformation? All of these ways would help to increase the value of the brand’s processes through digital technology. What is Digital Transformation? It results in core changes to how a business operates and delivers its products or services to customers by taking advantage of the technological advancements. "Nishanth Babu, VP of Product Growth and Monetization, Zendesk. However, broadly speaking, it describes the integration of digital technology into each area of the business. “CX technology is a nominal investment that gets you a huge amount of payback if done right,” said Hartwell. What do your customers need you to improve, and how can you improve it to realize transformation goals? What does this mean for an educational institution? According to Deloitte, “digital transformation is all about becoming a digital enterprise—an organization that uses technology to continuously evolve all aspects of its business models (what it offers, how it interacts with customers and how it operates).”. Discover our roadmap for education professional. As technology has become an increasingly important part of everyday life, we have begun to witness digital transformations across a variety of industries. Succeeding in building a technologically-focused organization, however, will empower the company to continue to grow. By Hannah Wren, Content Marketing Associate, Published December 1, 2020 “Data is more impactful when a business looks at the entire customer journey, focuses on the big picture, the story data is telling, and how it affects the overall business,” said Babu. Digital transformation refers to the process and strategy of using digital technology to drastically change how businesses operate and serve customers. Before plunging head-first into this article, it is important to first clear the air about what digital transformation actually is, or rather what is meant by this term. “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. In the wake of the pandemic, people have begun to realize the far-reaching power of education-driven technology. Digital transformation refers to the incorporation of digital technology across all areas of a business, changing how the business operates. Some smarter, nimbler competitor is just about to overtake you with a more innovative approach, or better use of data or clever use of technology and take your market. Technology offers brands significantly more capabilities to step into new sectors. “Any data tells you something. The cultural component of the digital transformation requires buy-in from the people on the ground, doing the daily work involved in completing the digital transformation and then engaging with the technology. Adapting based on changing customer needs was already built into their culture because forward-thinking leaders armed their companies with technologies to be agile and embrace transformation. 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. “Businesses need to be clear on who buys their products and what their customers need,” said Nishanth Babu, VP of Product Growth and Monetization, Zendesk. Business transformation starts top-down, but it shouldn’t be a one-way street. 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. A successful transformation roadmap ensures people are aware of what’s changing and prepared to make that change, explained Otto. Digital transformation is generally viewed as an aggregation of modern tools and processes leveraged to solve business problems and satisfy customers. It can be a challenge for many organizations to make this transformation, as they have to educate their employees and help everyone see the potential for this technology to build the business and better engage the world around them. When you put your car in reverse, you don’t think about all the components making that happen; you just expect it to happen. Understanding what this process entails and how businesses can experience it can help brand leaders keep their organizations abreast of these latest changes and ensure that they remain at the forefront of their industries. 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. Les organisations qui adhèrent à la transformation digitale cherchent à engager leurs clients dans une expérience de qualité sur un éventail de canaux. Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. 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