Businesses Need to Focus on Their Customer Experience Transformation More Than Digital Transformation
What’s that one thing that keeps you getting back to the same place to buy your stuff or have your meals? Going there might be out of the way, but you do not mind the slight inconvenience. Recall the time that you are doing this and ask yourself, what is it that brings you back.
The EXPERIENCE you are experiencing is likely the factor that attracts you back to buy something or consume a service.
Standing Out
Businesses are pushing towards offering the most attractive price and getting available solutions to bring their business online to provide convenience to the consumers. Especially since the onset of this pandemic, companies saw the value of getting online, enabling customers to browse and purchase products from the comfort of their homes. Governments are emphasising that companies must ride on the wave of digital transformation in order not to get back the pack when the economy picked up post-pandemic.
In the beginning, when you are the few that ride on this wave, you are likely to stand out in the crowd. However, when everyone is rushing towards these initiatives and pitching themselves again to others digitally, what’s the critical factor that could draw the spotlight to shine on you? On the other aspect, are companies still using those digital solutions that they embark on at the start of the pandemic now? Or, those are being sent to the backbench as businesses start to operate close to the pre-pandemic era.
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If you are not using the solution that makes you stand out, what critical factor sets you apart?
Human Capital
Companies increasingly see their staff as Human Capital or Human Assets instead of purely Manpower or Human Resources. They are the frontline that interface with the customers and often is the critical touchpoint a company has between the customer and the company’s product and services. Thus, how they approach and treat the customer becomes essential.
This is an essential aspect of the customer experience that companies must focus on to deliver if they want to be in front of the pack. A great experience builds a relationship, and an awful experience kills future potential. I will share places that provide both great and horrendous customer experiences. For great experiences, the purpose is to show my appreciation and probably help them promote what one can get there if they are buying their product or utilising their services.
Similarly, sharing awful customer experience is to let their management know the gap and hope that they can improve on it. This is also to let people know that they ought to manage their expectations when getting products or services from them.
Customer Lifetime Value
When we experience something positive, we tend to share and be back to get something again or use their services. Besides being loyal customers, we help them bring in customers through Word of Mouth marketing. It is not purchasing at that instant that companies need to focus but Customer Lifetime Value (CLV) is more crucial in the long term. Apple is an excellent example of a company that focuses on CLV. They aim to deliver exceptional experiences, whether one is buying something, getting something repaired or asking a technical question from Apple Store or Apple Online Chat.
Focus
When everyone is focusing on digital transformation, ask yourself, what’s the one thing that sets you apart from the others? What is the thing that helps to invite customers back to you?
The purpose of the article is not to discourage you from digital transformation. However, the focus must be on delivering a great customer experience, and digital transformation is all but the tool that helps you achieve this objective. It is not the silver bullet or the means to the end. It is one of the tools.
