Driving Business Transformation by Reenvisioning Your Customer Experience


You probably hear a lot about the Mega-Trends (Cloud, Mobile, Social, and Big Data), or the Nexus of Forces (the convergence of social, mobility, cloud and data insights patterns that drive new business scenarios), or the Mega-Trend of Mega-Trends (Internet of Things).

And you are probably hearing a lot about digital transformation and maybe even about the rise of the CDO (Chief Digital Officer.)

All of this digital transformation is about creating business change, driving business outcomes, and driving better business results.

But how do you create your digital vision and strategy?   And, where do you start?

In the book, Leading Digital: Turning Technology into Business Transformation, George Westerman, Didier Bonnet, and Andrew McAfee, share some of their lessons learned from companies that are digital masters that created their digital visions and are driving business change.

3 Perspectives of Digital Vision

When it comes to creating your digital vision, you can focus on reenvisioning the customer experience, the operational processes, or your business model.

Via Leading Digital:

“Where should you focus your digital vision? Digital visions usually take one of three perspectives: reenvisioning the customer experience, reenvisioning operational processes, or combining the previous two approaches to reenvision business models.  The approach you take should reflect your organization’s capabilities, your customer’s needs, and the nature of competition in your industry.”

Start with Your Customer Experience

One of the best places to start is with your customer experience.  After all, a business exists to create a customer.  And the success of the business is how well it creates value and serves the needs of the customer.

Via Leading Digital:

“Many organizations start by reenvisioning the way they interact with customers.  They want to make themselves easier to work with, and they want to be smarter in how they sell to (and serve) customers.  Companies start from different places when reenvisioning the customer experience.”

Transform the Relationship

You can use the waves of technologies (Cloud, Mobile, Social, Data Insights, and Internet of Things), to transform how you interact with your customers and how they experience your people, your products, and your services.

Via Leading Digital:

“Some companies aim to transform their relationships with their customers.  Adam Bortman, chief digital officer of Starbucks, shared this vision: 'Digital has to help more partners and help the company be the way we can ... tell our story, build our brand, and have a relationship with our customers.' Burberry's CEO Angela Ahredts focused on multichannel coherence. 'We had a vision, and the vision was to be the first company who was fully digital end-to-end ... A customer will have total access to Burberry across any device, anywhere.'  Mare Menesquen, managing director of strategic marketing at cosmetics gitan L'Oreal, said, 'The digital world multiples the way our brands can create an emotion-filled relationship with their customers.’”

Serve Your Customers in Smarter Ways

You can use technology to personalize the experience for your customers, and create better interactions along the customer experience journey.

Via Leading Digital:

“Other companies envision how they can be smarter in serving (and selling to) their customers through analytics.  Caesars started with a vision of using real-time customer information to deliver a personalized experience to each customer.  The company was able to increase customer satisfaction and profits per customer using traditional technologies.  Then, as new technologies arose, it extended the vision to include a mobile, location-based concierge in the palm of every customer's hand.”

Learn from Customer Behavior

One of the most powerful things you can now do with the combination of Cloud, Mobile, Social, Big Data and Internet of Things is gain better customer insights.  For example, you can learn from the wealth of social media insights, or you can learn through better integration and analytics of your existing customer data.

Via Leading Digital:

“Another approach is to envision how digital tools might help the company to learn from customer behavior.  Commonwealth Bank of Australia sees new technologies as a key way of integrating customer inputs in its co-creation efforts.  According to CIO Ian Narev, 'We are progressively applying new technology to enable customers to play a greater part in product design.  That helps us create more intuitive products and services, readily understandable to our customers and more tailored to their individual needs.”

Change Customers’ Lives

If you focus on high-value activities, you can create breakthroughs in the daily lives of your customers.

Via Leading Digital:

“Finally, some companies are extending their visions beyond influencing customer experience to actually changing customers' lives.  For instance, Novartis CEO Joseph Jimenez wrote of this potential: ‘The technologies we use in our daily lives, such as smart phones and tablet devices, could make a real difference in helping patients to manage their own health.  We are exploring ways to use these tools to improve compliance rates and enable health-care professionals to monitor patient progress remotely.’”

If you want to change the world, one of the best places to start is right from wherever you are.

With a Cloud and a dream, what can you do to change the world?

You Might Also Like

10 High-Value Activities in the Enterprise

Cloud Changes the Game from Deployment to Adoption

The Future of Jobs

Management Innovation is at the Top of the Innovation Stack

McKinsey on Unleashing the Value of Big Data

Comments (0)

Skip to main content