Over the past several years, a great majority of organisations have been focusing their efforts on deploying Digital Transformation into their businesses. Nowadays, there is a growing need for digital innovation that can bring a company closer to becoming a digital enterprise. And only new technologies have the power to enable companies to create more agile environment, become more flexible, scalable, while also delivering a seamless and consistent customer experience across channels.
But while Digital Transformation can indeed help businesses achieve all that, for many, it may seem that this movement towards world run by technology and automation would make brands more distant from the consumers, instead of connecting with them more personally.
However, it is not true, and in fact, if implemented successfully, Digital Transformation is more than likely to help companies improve customer engagement.
There are different ways Digital Transformation can help increase customer engagement, and we’re going to talk about them now.
Understanding Your Customers Better
In order to improve customer engagement, you first need to learn more about your customers. It’s easy as that. Operating in the digital age, and with all data we can access and process now, can help you gain additional insights into your consumers’ habits and preferences. You can use either a fully-fledged CRM system or just a spreadsheet, but keep in your mind that you need to spend sufficient time on obtaining and analysing data to know about your target audience.
And remember - regardless of how advanced technologies you’re using right now, you still need to revaluate them from time to time. Digital Transformation is a journey that never ends, and the same goes for your customers – their behaviours keep changing all the time, and you must be able to address these changes.
So, now let’s focus a bit more on the analysis of data.
Data analysis can offer very useful insights towards improving customer engagement.
Just getting a closer look at the existing data in your CRM system combined with all the additional data gained from various sources will lead to an improved understanding of your customers’ needs. Moreover, it can help a company evaluate its current efforts and how they can be improved with the use of digital technology.
Remember: the higher the quality of your data, the more useful it is in personalising and tailoring your products and services. And there’s a plethora of tools to make it easier for you. You can utilise chatbots, which are capable of accruing data from their interactions with customers and adapting to customer behaviours using machine learning. You might also want to consider marketing automation software, which can be set up to use customer behaviours as a trigger to send certain messages and notifications.
If you want to improve your customer engagement, relevance is what you need! Most companies, which want to implement Digital Transformation do it because of the more exceptional and relevant customer experience it will allow them to provide to their target audience. This itself proves how important relevance is.
After analysing data, you can understand your audience – now, based on that data, you should deliver a highly relevant message.
In order to do that you will need to segment the audience in a way that each message is sent to the right person, at the right time. It is also essential to focus on the right platforms on which your target audience can be reached, whether it’s social media, email marketing or mobile apps. But, don’t worry, you will know which ones to use after you analyse your data correctly. You don’t have to use just one, a combination of few is probably more likely to build a more positive engagement towards the organisation
Also, location data will be useful when you decide to create a marketing message as it will bring relevance to the user’s immediate surroundings. New technology, from location-based AR apps to beacons and voice search, has provided companies with a great variety of possibilities for relevant marketing activities solely based on a user’s geographical location.
B60 is a global leader in delivering Digital Transformation and Technology Development and works with ambitious firms in the U.K. Europe and USA across multiple sectors. Since 2012 B60 has been embracing digital change by utilising our unique operating models, frameworks and methodologies to truly drive innovation and change from within our clients businesses.
If you’d like to discuss with one of our experts on how you could successfully deploy Digital Transformation and Technology Development in your business drop us an email at email@example.com or alternatively call us on 0121 405 0270.