Embracing change is always challenging for any business. But the costs of change usually bring their rewards. In the case of transformation, advances in how we use data, our relationships, and our rapid adaptation of connectivity, means businesses are obligated to adopt new processes to keep up with the ever-evolving needs of consumers. Organizations that embrace these changes can achieve enhanced business value.
Meeting the Modern Customer’s Expectations
Changes are being made internally and externally (within the workplace) (customer relations and marketing). As technology evolves, customers have different expectations of how they can interact with businesses. Today, they want to be able to use their mobile devices to research, shop, and receive customer service support. Mobile is so important that in 2015, Google started considering a website’s mobile-friendliness when determining its page rank. That means businesses that still need to adapt their sites for mobile compatibility have fallen in the rankings, making it more difficult for customers to find their business in a Google search. But mobile-friendliness only affects your searchability. A poorly designed mobile site means trouble for business when you consider that 61 percent of mobile users won’t revisit a site they had difficulty accessing. Another 40 percent will go to a competitor’s site instead.
Customer Transformation in Call Centers
Another area that’s seen a massive transition in recent years is customer service. Call centers are embracing change and replaced by omni-channel support, a form of customer service that offers a variety of platforms (live chat, text, social media, video chat, and more) to choose from. The key to omni-channel is integrating all those customer service platforms to offer a seamless experience that allows customers to switch channels without repeating information. Businesses that have invested heavily in omni-channel have reported as high as 89 percent customer retention rate. As customers become more accustomed to the choice and convenience omnichannel offers them, they’ll be less satisfied with businesses that don’t provide such services, while those who step up will be reaping the rewards in customer retention.
The Personalization Imperative
The age of personalization has matured further. Today, personalization goes beyond just marketing messages—it’s about offering individualized products, services, and experiences. With the explosion of big data and analytics capabilities, companies can predict customer behavior with startling accuracy. According to recent surveys, nearly 80% of consumers are more likely to purchase when brands offer personalized experiences.
We are now in the age of personalization, with information on customer preferences, demographics, location, purchase history, and behaviors being curated to offer more personalized and targeted marketing. That’s because our access to data has also seen an exponential increase in our ability to collect data quickly and apply it effectively, which has evolved significantly. Personalization is an effective marketing strategy for embracing change, with 66 percent of consumers affirming that personalization affects their decision to purchase a product. As the speed and accuracy of data synchronization increase, personal transformation will only become more critical.
Leading in a Data-Driven World
Customer transformation is the linchpin for competitive advantage in today’s business landscape. Internal processes, customer interactions, and even product development are shaped by data analytics. Companies spearheading these digital initiatives are positioning themselves as tomorrow’s industry leaders.
The adoption of new technologies also improves internal processes. The rise of remote work is an excellent example of how companies that embrace digital transformations have thrived. In 2015, 45 percent of American employees did remote work. As the traditional office landscape changes and remote work becomes common, communication tools are more critical than ever. Programs that allow for collaboration on projects from dispersed staff members, file-sharing, texting, and messaging, in-company social media platforms, virtual staff meetings, and more all make it possible to run successful remote businesses. Here are some tools that you could check out. In case you’re wondering, more than just tech companies have aced the remote team business model. Ignition Law, a law firm startup with an all-remote team, has successfully serviced 200 clients in its first year. Employing qualified lawyers who want to work remotely can cut costs by up to 60% of competing law offices. How’s that for embracing change?
As our world becomes data-driven, businesses that spearhead customer transformations will make their way to the front of the pack as industry leaders. Where do you want your business to be?