Businesses have begun realizing they need to evolve and innovate to survive in a fast-paced, competitive landscape. Customer-centricity marks the new shift in data-driven digital transformation as you use customer data for developing an experience-led approach to all that your organization does. No longer is a business defined by product and features- your biggest opportunity lies in customer satisfaction.
The Challenges and the Opportunities
Customer experience is a great asset for businesses to grow and scale. But, it does come with its own set of obstacles as well. It can be a trump card but only if you know how to use it right.
Your business needs an overarching strategy to meet customer demands and cross the chasm. But how to place the right bets on the right digital transformation plans? Think more about the customer lifecycle and work out all the barriers your prospects and customers might face at each stage.
The next step would be to optimize brand communication. Which channels do your customers use the most to interact with your brand? What are the most critical touchpoints your CS strategy hinges on?
The customer-centric approach isn’t only about meeting customer expectations now. It’s about how well you anticipate their future needs and prepare for what’s to come!
The Big Data Problem
Organizations don’t want data chaos; they want data intelligence. Businesses are collecting data now more than ever to gauge customer sentiment and enhance business operations but they don’t have efficient ways to analyze this data.
How do you achieve data intelligence with such massive data volumes? Adopt the customer service mindset. The data you collect and analyze should drive your organization toward customer-centricity.
You need to consolidate data across the organization and encourage inter-departmental collaboration. Data intelligence is not the responsibility of one department. Rather, it’s an organization-wide function.
Fragmented data hasn’t helped businesses innovate before, and it never will.
Link all the touchpoints that make up your customer lifecycle at large. Digital transformation isn’t rigid; it’s fluid and thrives on collaboration. Get different teams together to come up with a shared vision of Customer Success. It gives your business a sense of direction in a broader journey it needs to take to deliver value to its customers.
Create price-value maps to comprehend the benefits against the price. Not as how you see it, but how your customer does. What are they gaining for the transactions? Value pricing is a critical component in the marketing ecosystem, but marketers often fail to view it from a customer standpoint.
Apple has time and again proved that customers don’t buy it for the lower price; they do it for the experience.
The power of digital transformation is phenomenal. But to realize the true potential of it- brands need to blend it with customer experience. The transformation effort needs a shared perspective. It requires different teams working on the same concept at the same time.
The conversation needs to shift from revenue to customer success.