You Do Not Need Digital Transformation Unless You Are Customer Centric
by Yogesh Babu
It is not hard to think of how digital our life has become. You can count on one hand the number of people who do not see their smartphones in the morning. Everything today is getting smaller and easier to use. This is because technologies today have enabled customer-centric experiences that are both personal and interactive.
So, what does “customer-centric” mean? #
“It simply means being able to put yourself in your customer’s shoes as they proceed through the digital journey.” – Yogesh Babu
Putting yourself in your customer’s shoes helps you understand what’s important. What works? What doesn’t? What are the multiple touchpoints that can truly transform their user experience? Are you meeting your customer’s expectation in utilizing a particular platform?
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While I can give you 17 new jargons associated with the approach to provide great customer-centric experiences, I believe you need only 4 simple ones. And everything else can fall into one of the four buckets.
In anything a brand does to reach customers, it has to consider these factors: #
- Is this the content the user is looking for?
- Is the content compelling? Is it relevant, inspiring, accessible, trustworthy and intriguing?
- Is it personal and relatable? Can the content be continually fine-tuned to cater to a particular cohort of the target group and have the opportunity to interact with other customer cohorts.
- Is the product/service available at every touchpoint? This is a vital aspect in today’s user journey. For example, a movie ticket transaction can take place over the phone, the laptop, the public kiosk and the ticket counter at the entrance of the cinema.
Important questions you need to ask yourself before you start this exercise : #
- Do you understand what your different customer cohorts are and how customers from each customer cohort would like to interact with you?
- Can you deliver consistent, positive experiences across all user-touchpoints?
- Do you measure customer-satisfaction for your product/service? If so, are you able to gather actionable feedback from your user?
- As a brand, do you take a relook at the current digital customer-journey and improve it on a continuous basis?
Once you act on the above, you have taken the first step towards the world of Digital Transformation.
For more conversations—and some coffee—about customer-centricity and digital transformation, write to me at yogesh.babu@influx.co.in :)
Yogesh Babu is our Key Account Manager and plays an active role in Business Development at Influx’s Chennai office. An avid marketing guy, Yogesh has his own blog, where he jots down his thoughts on all things marketing.