The evolution, namely the transformation of the business model, the reworking of the business processes, the instilment of a culture of innovation and the mastery of digital technologies represent the critical pillars of its success. Yet, the customer experience remains without a doubt the quintessential element, if not the raison d’être, of digital transformation.

The customer experience is at the heart of digital transformation

More than simply a matter of technology, digital transformation is an enterprise-wide transformation focused on revolutionizing practices and habits. Emerging technologies have led clients to adopt new behaviours and habits, making them ever-more demanding of technology. This revolution of habits is the engine of digital transformation.
What is customer experience? It encompasses all the interactions between the customer and the company, experienced and perceived in the course of their journey while searching for a company’s product or service, via the physical or digital sales channels employed. The exploding popularity of digital technology has led to a multiplicity of contact points and channels and this in turn has resulted in an unprecedented complexity of the customer journey. It can be said that the customer experience goes well beyond the simple customer relationship.

Today’s consumer is looking for digital tools that are simple and easy to use; they expect the products and services provided will meet their needs. To study the needs of the customers or end users from a customer experience perspective allows a company to take concrete action as to the why and the nature of the changes that are to be realized, which may include products, services, processes, organization of work, etc.

Moreover, the client experience can only have real meaning when associated with the employee experience. The streamlining of services available to clients needs to apply to the services available to employees. This constitutes the basis of a company-wide transformation. Employees are no longer accepting of a company’s services which are not user-friendly when these same services are highly optimized outside the company with mainstream tools. This imperative to optimize the customer and employee experience also translates to the experience shared by partners and suppliers, essentially, all the players in the company’s business ecosystem.

5 key steps to successfully revamp the customer experience

Our experience indicates that the key steps of a successful approach to revamping the customer experience are to:

  1. Make sure the new customer experience is aligned with the company’s vision and strategy
  2. Analyze all of the customer’s habits in order to understand their behaviour and determine the most appropriate service offering at every touchpoint, and, exploit the riches stemming from the integration of client data mined from both internal sources (Customer Relationship Management, online campaign management tools, big data and analytics solutions, etc.) and external sources (market analysis by activity sector, benchmarking, etc.)
  3. Conceive and build a customer experience, in concrete terms, with the aid of personas and customer journey mapping through co-creation, in order to determine the critical points of your site’s interface or your mobile application’s interface
  4. Build an iterative prototype, as part of an Agile product development strategy founded on the Minimum Viable Product/MVP principle and validate same on a regular and incremental basis
  5. Precisely measure the success of your prototypes and avoid a company-wide deployment until all stakeholders are satisfied

To discuss the opportunities afforded by a digital transformation of your company, please do not hesitate to contact me – eric.blanchet@cofomo.com.