While the digital transformation of businesses has accelerated with covid, those responsible for customer experience remain visibly ill-equipped, increasing the range of disciplines they must master.
Thinking about the best way for an organization to adopt a technology, I remembered a bookmark saved last year, an article about a study on digital transformation that I had promised myself to return to.
On re-reading, the attack on this article confirmed my point: “After two years of the digital rush, corporate efforts seem to be taking time.” Two years … In fact, companies have been trying, almost voluntarily, for more than 30 years to integrate technologies into their daily practices and operations. The nuance is that the Covid years caused this forced march … and no one seems to regret it today. Habits evolved, tools evolved, as did the requirements of everyone in their relationship with their company, with the technologies used, and beyond, with brands or in general, with their everyday environment.
Electronic retail is the biggest hero of this “rush,” if we are to believe ACSEL, which notes that 96% of merchants have a digital transformation policy! Banking, too, but it’s not the only one. Perhaps in turn we will witness a skimming, which is after all completely normal after this intense period of digital ecstasy we just experienced. Whether it’s crypto trading or very fast, there can be some bumps. Follow.
However, the key lies in the priorities associated with the adoption of technologies: the aforementioned study showed that 44% of decision makers put cybersecurity on the front page of their agenda. It’s an understandable approach to be sure, but doubted even the agitators themselves, who were “worried” to see the topic of marketing and customer focus delayed so much. In fact, “only 23% of presidents made it a priority, double what it was in 2018.”
Focus on the benefits of technology for customers
So the proposition is very simple: while the time has come to redefine, even to “relax” management in the business – 3 out of 10 French people remained in psychological distress at the end of 20212 – the famous customer hub should become a priority for brands . To do this, they must adhere to the goal of creating a utopian dynamic, through which the priority given to the customer interacts with the revised management policies. Thus proof-of-concept under which connected employees enable better customer engagement. Moreover, it turns out that transformation projects (and thus the adoption of technologies) are today driven more by changes in user behavior than by job creation in the strict sense of the word.
Safety, as everyone knows, depends primarily on the responsible behavior of employees who act consciously; So nothing excludes it from the difficult equation of technology adoption. But it remains a tool, when the improvement of the relationship and the commitment of the client must become a goal.
Monitor touchpoints to improve the experience
In this context, those responsible for customer experience remain visibly ill-equipped in the face of digital technology, which actually increases the range of disciplines they must master. These are perfectly described by Frog’s advisors: Data, Content, Media, Innovation, MarTech, and Commerce. As companies’ touchpoints with their customers multiply, it becomes imperative to ensure consistency that only today’s technology can cover. However, there is still a long way to go, according to the consultants cited in this analysis, showing that 9 out of 10 CMOs do not feel able to master all of these pillars.
As the new generations teach us: nothing will happen by the forced march; Without falling into the clichés that “empathy is the power of the twenty-first century,” “power” is the realization that enforcing the use of technology is likely doomed to fail; By focusing on best practices and above all, on the benefits to customer satisfaction of having more opportunities to interact with brands in a seamless manner, employees will necessarily be more inclined to discover simple and effective techniques. Perhaps the transformation is finally happening in complete peace!