Introduction: People first
Digitalisation is infiltrating every aspect of society and continues to bring about unparalleled changes in business and people as everything becomes increasingly connected. Expectations of improved service and speed from digital-savvy customers need to be met, and companies must empower their customers, workforce and partners to use technology to create solutions and drive change. In this era of evolving technologies, businesses need coherent strategies that focus on promoting digital customer centricity.
According to Gene Alvarez, managing vice president at Gartner, organisations are aiming to concentrate on customer satisfaction, improve experiences, and gain insights into the customers’ wants and needs. These objectives can be met by investing in technology such as modernising legacy systems and using data management, business intelligence and analytics. These systems will enable businesses to understand its customers better, and provide a richer, more engaging customer experience.
Social media and CRM
Social media can be a valuable communication channel for brands and businesses to reach out to their customers in a relaxed and engaging way. In addition to the potential business benefits of increasing sales margins and saving costs, it can also be used for marketing, customer support and communications. Creating a uniform social media presence across all digital channels is becoming increasingly important for businesses that want to speak to the new digital customer in their channel of choice.
The right digital capabilities
Successful companies have a clear strategy and place emphasis on enhancing their digital capabilities, which may include:
- Tracking the customer journey from beginning to end while listening to, and understanding how different customers interact with the organisation’s brand
- Incorporating several data sources to help recognise and serve the various customer segments
- Engaging customers through multiple channels while providing a seamless customer experience
Customer–centric operating models
The new digital customer has more power than ever before. With product knowledge, price comparisons, and peer reviews right at their fingertips, they want value for their money, as well as personalised service.
A customer-centric organisation creates an operating model around a thorough understanding of its customers. This means delivering a positive experience across the customer lifecycle, keeping the channels of communication open and developing a culture where the customer is key to its decision-making processes.