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Digital transformation isn’t easy. If approached incorrectly, attempted digital transformations can become lengthy, costly undertakings, which either don’t show value for years, or completely fail to meet the business goals that incited them.

To decrease risk and increase speed-to-market, we recommend enterprises take a holistic approach to transformation. From strategy to delivery, all decisions need to be based on a deep understanding of the customer, the technology, and the current business environment to ensure success.

Start with Your Customer

Today’s customers have more choices than ever before. To get ahead of competitors, enterprises need to understand what their customers want, and deliver on those expectations across the customer journey.

But not all stages of the journey represent an equal opportunity for business growth. While acquiring new customers is important, keeping and growing relationships with existing customers represents the bigger long-term win. The experience at the point of decision, through to purchase, onboarding, and loyalty, will determine whether customers engage in a onetime transaction, or build a lasting, high-value relationship.

However, with greater opportunity comes greater complexity. Long-term customer relationships have more touchpoints, more channels, and more data to deal with. Enterprises need to provide a consistent brand experience across channels, and leverage the customer data they collect to provide increasingly personal experiences at every touchpoint.

Navigate the Technology

Once an enterprise understands their customers’ expectations across the journey, they need the right mix of technologies to bring experiences that will exceed those expectations to life. But with an overwhelming set of available options, it is incredibly complex to decide what technology to acquire, how to extend the life of existing investments, and what needs to be built from scratch.

Even the perfect technology mix doesn’t ensure success. Many robust platforms over-deliver on functionality to serve a number of possible use cases. It is not just the selection of technology that determines business impact, but also how new technology is applied, customized, and integrated with current systems.

Understand the Business

Successful transformation does not just require an understanding of the customer experience and technology options – it also requires an understanding of the current business environment.

From an absence of executive support, to misaligned stakeholders, to lack of internal skillsets, there are many ways transformation can get stuck internally. Trying to retrofit the business to accommodate a completed technology purchase increases the likelihood that an intiative will never yield results, even if the technology choices were based on customer needs. For transformation to be successful, it needs to be planned with full consideration of the existing business structure, with rollout plans for areas where organizational change or training are essential.

Bring in a Guide

The best way to decrease risk and time-to-value on a digital transformation is to engage a trusted digital guide, one who can help you understand your customers, navigate the technologies, and move a solution through your organization. We have brought our holistic approach to top brands across industries, to help them get in front of hurdles where other enterprises fail, and achieve their goals for digital transformation.

See more of our thought leadership on digital transformation here.

 

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