As we head into this second wave of digital transformation, rest assured that making digital investments is no longer a consideration but a necessity. Here are strategies for getting the technology piece of the digital transformation puzzle right. “We were already in an environment where a business needs to interact with customers on a personal level, on their preferred channels, in what language they speak, and from any geographic location—without monolithic systems,” Hartwell said. Technology offers brands significantly more capabilities to step into new sectors. In the customer service world, support teams can pass repetitive customer requests to a chatbot so they can focus on more engaging tasks that require the human touch. Otto uses surveys and interviews to continuously measure awareness (how aware people are of what’s changing and why) and preparedness (how equipped people are to make the change) to ensure both aspects improve over time. These types of transformations often work hand-in-hand with the strategic parts of the business, using their eye for innovation and forward-thinking to look at the business potential beyond the established means within the industry. In fact, research revealed organizations best prepared to transform for COVID-19 had processes in place that enabled them to act on customer feedback and use it to adapt to customer needs quickly. “In the future, each of these solutions will be SaaS and cloud-based, specialize in a particular area that it does very well, and all talk to each other.”, “Businesses need to be in a position where they aren’t building a system, but an ecosystem of systems plugged together like so many Lego bricks.”Bruce Hartwell, VP, Customer Experience Systems, Zendesk. Please reload the page and try again, or you can email us directly at support@zendesk.com. Digital Education: How to transform your educational institution? Plenty of companies today boast about undergoing digital transformation, but what they usually mean is digitization. When businesses thought of digital transformation previously, systems that cost millions of dollars and take years to implement typically came to mind. Les autres prennent l… And if one solution doesn’t work out, businesses want to have the flexibility to replace it without rebuilding the whole environment. Similarly, sitting in your home office and talking to coworkers via a virtual setting will be normal.”. What are the 4 main types of digital transformation? “People should always know what the why is, whether it’s connected to an OKR or company goal,” said Otto. Digital Transformation Digital transformation can refer to anything from IT modernization (for example, cloud computing), to digital optimization, to the invention of new digital business models. When it comes to digital transformation, companies often throw around buzzwords like “personalization” and “customization.”. “Any data tells you something. That's why messaging has the highest customer satisfaction score of any channel, with a CSAT of 98 percent, according to our State of Messaging Report. Awareness focuses on communications, and preparedness on training enablement. Digital transformation refers to the adoption of digital technology in order to transform a business, its practices, its workplace, and its strategy. Digitization refers to more modest initiatives, according to Gartner, such as putting services online or plugging a new technology into a legacy business model. Digital transformation is the cultural, organizational and operational change of an organization, industry or ecosystem through a smart integration of digital technologies, processes and competencies across all levels and functions in a staged and strategic way (also see digital transformation strategy). Digital solutions may enable – in addition to efficiency via automation – new types of innovation and creativity, rather than simply enhancing and supporting traditional methods. The phrase … It's also a cultural change that requires organizations to continually challenge the status quo, experiment, and get comfortable with failure. Digital transformation is a neat term at explaining a doctrine of modernising older IT infrastructure but it goes well beyond simply adopting technology; it is a shift in corporate culture as well. When they work, customers get fast, personalized responses, and the technology behind the scenes is invisible. If you invest heavily in a single tool or platform and your business goes in a different direction, it's costly to tear that out and start over again,” said Hartwell. It might do this by decreasing the costs associated with certain processes, decreasing the time-to-market, or it might increase the quality of the product offered, for example. But now, businesses have tools, like CRM software, to build processes that connect data dots across support, marketing, product, sales—the entire customer journey. This fundamentally changes how you operate and provide value to your customers. Adapting based on changing customer needs was already built into their culture because forward-thinking leaders armed their companies with technologies to be agile and embrace transformation. “Most people think of agility as being quick to do something, which is true, but agility also means being quick to react to get incremental value.”Bruce Hartwell, VP, Customer Experience Systems, Zendesk. reserved. How technology is improving COVID-affected customer experience, Digital transformation challenges in education institutions. Digital transformation is a term most often associated in the business world where companies are striving to keep up with changing business environments brought about by customer demand and technology. IDC estime que les dépenses mondiales dans les technologies et services qui favorisent la transformation digitale atteindront près de 2 000 milliards de dollars en 20221. According to Deloitte, “digital transformation is all about becoming a digital enterprise—an organization that uses technology to continuously evolve all aspects of its business models (what it offers, how it interacts with customers and how it operates).”. Understanding this process, as well as the impact it has on companies, can help people see how this will impact their own institutions and adapt accordingly. “A lot is going on in customers’ personal lives and the world,” said Babu. hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, '8babb755-3094-4540-bb14-362ab43debac', {}); Got a story to share? From a marketing perspective, AI can seep through massive amounts of customer data so marketers can provide customers with better-personalized experiences. ), Digital transformation and customer experience, 5 types of web self service (and how to set them up), Delivering personalized customer experiences with Zendesk and Amazon Connect, How companies thrive after switching from Salesforce to Zendesk, Building stronger customer relationships with messaging, Implementing digital tools like artificial intelligence (AI) to free employees to focus on tasks requiring creativity, problem-solving, and more human skills, Using design thinking to discover and resolve pain points in the customer journey, Revamping processes to adapt to customers’ needs, Evaluate how people feel about the transformation, Build a transformation roadmap around awareness and preparedness, Invest in tools for a distributed workforce. 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