Digital Customer Management
In the last decade, digital technologies such as Big Data, Artificial intelligence, augmented reality, have led to more than just the development of new, innovative business models; Companies have also brought about significant changes to the customer interfaces in existing business models across many industries. It is becoming more and more important to expand existing customer touchpoints by adding digital channels and to encourage the development of an even more individual relationship to customers. If any company neglects to make the right digital transformation at the customer interface. It will take a risk in order to move its business further among to competition.
Personalised service and customer engagement now; as customers increasingly exercise their right to choose, organisations must adapt to offer more personalised, one to one services this is what the customer is increasingly expecting. A “one size fits all” approach and homogenous customer groups no longer work everyone is different, every “customer journey” is unique. So that digital customer experience is more crucial issues among companies.
Today, more than ever before, organisations are recognising that good customer experience is crucial to business success. There are several factors driving this increased focus on customer experience in the digital age.
The experience economy, it’s now about customer experiences. And as customers increasingly consume experiences through smartphones, websites, and other digital channels, companies are forced to find ways to deliver this economic value through digital customer experiences. The digital customer experience one of the most strategic and vital differentiators helping businesses remain relevant to demanding, digital-oriented consumers.
Digital customer experience is able to be described as the use of any communications channels and technologies to enhance the online customer experience. Specifically, that means managing, designing, creating and reacting to online customer interactions in order to improve customer satisfaction and customer loyalty.
If Any Companies aim at digitalization for customer experience. They should bear in their mind. Management of customer’s digital experience has an impact on cross-department in an organization, such as IT, marketing, risk& compliance, accounts, customer relation service and logistic. Even before the digital impact hit businesses, customer experience had always been at the forefront of marketing efforts.
Marketing efforts are always being a driver in order to make the digital impact on customer experience. Management of the digital customer experience is additionally the major differentiator between the major players in traditional industries in the market. Gartner says that “89% of marketers expect customer experience to be their primary differentiator”. Designing, creating, and taking action to online customer interactions is the key to increasing customer loyalty as a result of customer satisfaction.
If any company would like to achieve digital customer experience as a target. It should make excellence over these core elements of the business model
| Digitalization of Business Model | Digitization of Primary Value Chain | Technology |
| Digitization of Product | Digitization of Secondary Value Chain | Data Management& Security |
| Digitization of Customer İnteraction | Partners | Human Capital |
Digital transformation should start at the point where the market the customer meets the company and its products. This is where business models face their “acid test”, this is the most important interface, and this is where customer interaction begins. Digitizing customer interaction always takes place from the customers’ perspective and is integrated seamlessly and as unobtrusively as possible in “their” communication environment. The customer makes a decision for buying devices or service
Customer loyalty within Digital Customer Experience Managements seen as the result of an emotionally driven. It is a pleasant emotional state that continues long after the purchase has been made. The key point is to succeed in creating this emotional attachment between consumer and product through the use of credible communication have customer relations which are characterized by great authenticity and credibility
In order to make it possible. The way is Omni-channel, it is an absolute must for companies from all companies.
The Companies effectively operate as a single channel, orchestrating high-value customer experiences across all touchpoints such as social media, so customers can interact whenever, and however, they want with the provider, in an omnichannel approach. The customer experiences its providing is seamless, consistent and personalized through the integration of agent-assisted channels with digital channels.
Omni-channel management can be used in particular to open up new sales markets as, when all is said and done, multi optional customers also demand a corresponding selection of sales channels. Customers do not attach any importance to the sales channel itself, they are interested in having the best possible customer experience. In this approach, all sales and communication channels are evaluated and optimized as a bundle or in parallel and networked. CRM plays a role consistent data form a solid foundation for optimal omnichannel sales.
Advantage of the digital omnichannel, expansions such as logistics, payment, web, social media and sales functions must be integrated seamlessly to allow the company to also serve all the channels uniformly and with the least possible afford in the future. Organisations must transform their businesses model and services approach, usually in the face of digitally savvy competitors. Instant gratification and expected satisfaction must the norm.
Here is the main millstones;
- Become truly customer-centric.
- Satisfy customers, whilst driving operational effectiveness, efficiency and value.
- Deliver enjoyable, exciting experiences that meet high customer expectations.
- Increase loyalty, retention and value against new digitally agile competitors.
- Deliver holistic and intuitive experiences irrespective as to how, where or when individuals choose to interact.
- Address the blurring processes of marketing, sales and service.
- Build trusted relationships, whilst respecting privacy.
Customers are increasingly expecting seamless engagement experiences, irrespective of how they touch organisations. In turn, businesses have to recognise the importance of their lifetime relationship with an individual, where interactions must evolve to meet their ever-changing desires and needs. This changing of emphasis towards the customer is not just about technology, it also requires organisations to transform their own culture as we mentioned. While businesses may implement modern customer management technology, it can only make a significant impact when it is integrated into a company daily decision making,
The increased sophistication of analytics facilitates the integration of insights from sources such as social media, mobile device, and geo alongside more traditional transactional datasets. Companies are able to now control their customer data as a truly valuable strategic asset, driving insights from real-time data to enable business process efficiency.
What about the future, Data is hugely important today as enterprises need to adapt and transform their business at very short notice to the ever-changing digital needs. The winning companies will be the ones that make the best use of their digital data. Machine learning is able to access and analyses big data to detect irregularity, give instant insights and predictive analysis of how customers might behave online. Artificial intelligence is about improving the customer experiences by tailoring content to an individual’s needs and providing a more powerful and responsive customer support system. The question for management today is how to use their digital knowledge and digital tools to improve and optimize the customer experience.