When we talk about digital transformation, the conversation almost immediately jumps to the technological aspects. And while there is no denying a technology upgrade is a vital component of every digital transformation, truly successful digital transformations place people at the core of the journey—not technology. A true transformation goes beyond tech and brings cultural, business and strategic changes in tandem with technology implementations.
A company that works in the same direction is a company headed in the right direction. It’s important that when an organization embarks on a digital transformation that the entire organization, from the long-tenured CEO to the entry-level employee on their first day, operate from the same playbook. This includes connectivity through communication to make sure everyone is working in sync and toward a common goal.
The benefits of a united, connected organization are extensive. When an entire company is on the same page, it becomes significantly easier to respond with agility for new releases and to customer demands. A connected company approach also encourages a collaborative environment, which is a main driver for innovation.
Companies also need to think of their customers as they embark on their digital transformation. Customers have expressed the value of an exceptional customer experience—one survey found that 86 percent of consumers are willing to pay more to receive superior customer service. To keep new and existing customers satisfied, companies need to reevaluate how they interact with customers. Customers today demand speed, autonomy and personalization. CSPs should meet these demands through superior CX.
Take, for example, Dialog Axiata. At the core of their digital transformation was a mission to humanize digital care to create customer value by fulfilling their needs of exploration, self-expression and emotional engagement. As a part of their digital-first mindset, Dialog sought to engage with customers through personalized, enriching experiences and to deliver them with transparency, trust and affordability.
As part of their digital transformation journey, Dialog took a deeper look at how different generations choose to communicate and interact in the digital world. They found that Baby Boomers (individuals born between 1946 and 1964), who use new technology when needed and prefer personal communication, have very different CX needs than Gen Z, who live fully digital lives.
By taking their customer needs into consideration, Axiata can:
- Provide a variety of micro-moment communication channels driven by customer preference
- Focus on satisfaction to reduce churn and increase cross-sell opportunities
- Promote zero/low touch interactions by leveraging self-care
- Enable critical requests to be handled by high touch with high quality
Many companies find themselves at a crossroads: they know that in a rapidly changing world, they need to make a digital transformation to survive and thrive. There are many different paths to take, from a slow and steady approach to a quick technology upgrade. Whichever path companies decide to take, putting people at the center of a digital transformation effort will ultimately determine its success. Through a top-down and people-first approach, companies can delight their customers, employees and partners.