Digital Transformation – What Is It?

Digital transformation is actually a part of bigger technological process and at the same time, change associated with digital technology application in almost every aspect of human society. Digital transformation is the reinvention of an organization by using digital technology to better improve the way it serves its constituents and perform its functions whether you believe it or not. Digital refers to the usage of technology that is generating, storing and processing data.

As for the term transformation however, it is referring to the fundamental changes to the organization’s daily business be it from types of services and products it is producing to how it is being delivered. An organization that’s in need of a transformation whether it is government agency, business, utility or service like healthcare providers respond normally to change in marketplace and consumer demand for a service or product.

The truth is, there are 3 major building blocks to which companies have to acquire to successfully transform customer experience digitally and these are customer understanding, top line growth and lastly, customer touch points.
4 Lessons Learned: Companies

Customer understanding – to be able to get thorough understanding of market segments and specific geographies, many companies are starting to make the most of their past investments in systems. In fact, there are some companies that even explore social media to have a much better understanding of what are the things that make their customers happy and to what causes their dissatisfaction.
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In addition to that, companies can learn how to promote their brands a lot effectively using digital media. Companies are even building new online communities to advise and build loyalty with customers in different fields regardless be it in medical, financial services products, real estate and so on.

Top line growth – in order to enhance in-person sales conversation, companies are making use of technology. A quick example for this is that, financial services firms make use of tablet based presentations than paper based slide decks to present sales pitches. Insurance companies introduce mobile tools to help both customers and sales people engage in analytics based planning.

A medical device sales force on the other hand is starting to substitute in-person interactions using digital interactions. As an example, when you visit a doctor’s clinic, their staff may leave a smart device with video and several other info on new products.

Customer touch points – by making use of digital initiatives, it’s feasible to improve customer service. An example once again, a bank has created a Twitter and Facebook account to answer complaints of their clients, which then help them avoid going to branch in person. Through digital initiative, it has leveraged expert community that allowed crowd sourcing with several employees and customers.

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