A pitfall that should be avoided when wanting to undertake a digital transformation programme is considering cost cutting as the only strategic goal of such a large-scale operation.
Whilst reducing operating costs may be a key and valid driver for embarking on a digital transformation journey, it is not the only benefit that can be derived from such a programme and other advantages should be taken into consideration.
The Delta Capita approach
We at DC consider the first goal of a digital transformation to be a more customer-focused outlook; concentrating on the use of digital channels to improve products and customer experiences. In fact, reduced operating costs will likely be by-product of this.
There are two fundamental considerations when looking to improve customer products, their journey, and their overall experience:
- Personalise and tailor products to their specific needs based on data collected from previous interactions. This could also extend to understanding the level of engagement a customer requires, which will differ depending on their preferences. According to Salesforce’s annual State of the Customer Report, 66% of customers expect companies to understand their unique needs and expectations (1). This demonstrates the amount of work that companies must do in order to begin meeting ever evolving customer expectations.
- Consider internal users as customers when implementing a digital transformation programme. This will create a holistic framework for further optimisation. Analysing the E2E processes, tailoring the technology to the users, and automating mundane manual tasks may seem costly in the implementation stage but will generate higher cost saving in the long run.
Using digital transformation to further service the customer and user can also come in the form of providing timely responses and remediation to their issues. This contributes to creating a seamless feedback loop from customer experience to prompt operations and servicing analysis and resulting remediation activities to better serve your customer in real time.
Transformation should be appropriately scoped and backed up by detailed mappings of the processes and data driven insights. Use digital transformation to not only create a differentiated experience for your customers and employees, but consider it as an investment into a framework and a vehicle to deliver continuous change within your organisation that will have long term cost saving effects.
To learn more about our Digital Transformation service offerings, enquire here.
This blog was co-authored by Anna Shusterovich, Conor Lane and Sarah Carver.
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