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Digital Transformation – What Is It? Digital transformation is part of a bigger technological process and also, the change associated with digital technology application in all aspects of the human society. As a matter of fact, digital transformation is reinvention of organization through the utilization of digital technology in an effort to improve the way it serves its constituents and perform its functions. Digital refers to the usage of technology that is generating, storing and processing data. The term transformation on the other hand refers to the fundamental changes to the organization’s daily business from types of services and products it is producing to how it is being delivered. An organization that is in need of transformation be it government agency, business, utility or service like healthcare providers normally respond to change in marketplace as well as consumer demand for a service or product. The truth is, there are 3 major building blocks to which companies have to acquire to successfully transform customer experience digitally and these are customer understanding, top line growth and lastly, customer touch points.
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Customer understanding – many companies are beginning to take advantage of past investments in systems to acquire a thorough understanding of market segments and specific geographies. Some even explore social media to have a better understanding of what makes customers happy and to what causes their dissatisfaction.
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Aside from that, companies are able to learn how to promote their brands a lot effectively using digital media. Companies are even building new online communities to advise and build loyalty with customers in different fields regardless be it in medical, financial services products, real estate and so on. Top line growth – companies are making use of technology in order to improve in-person sales conversation. As an example of this is, financial services firms are using tablet based presentations instead of paper based slide decks to make their sales pitches. Insurance companies introduce mobile tools to help both customers and sales people engage in analytics based planning. A medical device sales force on the other hand is starting to substitute in-person interactions using digital interactions. So for an example, when you pay a visit to a doctor’s clinic, their staff might leave smart device with video and several other info on new products. Customer touch points – by making use of digital initiatives, it’s feasible to improve customer service. A quick example, a bank has established a Twitter and Facebook account to answer complaints of clients quickly, which helps the customers to avoid going to the branch in person. It leveraged expert community that allowed crowd sourcing with several employees and customers with this digital initiative.