How digital transformation is driving customer experience

Digital transformation is forcing companies to change their business models and adapt to the new market reality.

What’s interesting about this is that it’s not the companies that are driving this change. Instead, this change is being driven by the customer.

Today, customers expect relevant content in relation to what they’re doing anytime, anywhere and in the method and on the device of their choosing.

Fine-tuning contact centre performance for improved customer satisfaction and competitive advantage.

Organisations rely on their contact centre’s more than ever to provide customer service and serve as the public face of the business. And in order to keep up with this new kind of “always-connected” customer, your business must embrace technology to deliver an unmatched customer experience.

Companies with contact centres that deliver an excellent customer experience have a distinct competitive advantage over ones that don’t. Which do you have, and how do you know if you stand out from the competition

What is digital transformation?

Digital transformation involves using digital technologies to remake a process to become more efficient or effective. The idea is to use technology not just to replicate an existing service in a digital form, but to use technology to transform that service into something significantly better.

Digital transformation can involve many different technologies, but the hottest topics right now are cloud computing, the Internet of Things, big data, and artificial intelligence.

Whether deploying digital technologies to improve workflows or to transform the entire business model, organisations must respond to the challenges of digital business.

Transform the way you do business

If you are looking to accelerate growth, transform the way you do business and create a seamless experience for your customers and employees you need communications solutions that move at the speed of your customer - purpose-built for a smart, digital world.

The global transformation to digital has real consequences. Smart people now expect anytime, anywhere responses. Smart businesses now predict customer needs and preferences. Smart stores now tailor offers to valued customers. Smart cities now facilitate commerce and citizenship. The opportunities for all are virtually unlimited.

Nothing can be taken for granted. In this smart digital world, experience is everything. Customers, employees, members, citizens, partners and vendors are moving faster than ever and demand digital experiences that are contextual, persistent and proactive. Having rapidly adopted smartphones, tablets, chat, texting (SMS), video and social media, they expect support across almost any technology and channel.

It’s no longer just about people communicating with people. It’s machines communicating with people, machines communicating with other machines, and apps communicating with everything. Your communications capabilities are put to the test every day all day.

Knowing your customers

Digital transformation can enable mass personalisation on a grand scale. Yet if you don’t “know your customers” really well, how can you possibly decide what they want, how to present it to them, and how to make it profitable? Do you have a firm grip on the big data that infuses your organisation?

Have you ever tried to connect with your organisation’s customer service department online, via phone, or via the mobile app? Do you have a mobile app that is integrated across the customer experience? Building a customer experience strategy is a vital step for envisioning the digitally transformed environment and understanding its impact on the way customers interact with your business.

Global transformation

Having the right technology to power up digital strategies and accelerate growth is fundamental in today’s business world.

The global transformation to digital is creating amazing opportunities today: digital commerce, digital entertainment and digital communications. Far more than a trend, digital transformation is the foundation of how successful organisations will stay relevant in the future.

To find out more about digital transformation and the technology available to help future-proof your business, contact Exchange Communications today on 0800 008 7600 or visit

Tom Sime

Tom Sime