digital

The history of the Customer Success profession dates back to 1996, when a CRM vendor, Vantive,  realized that their system had a high failure rate, an issue that certainly didn’t help their quest to have 100% of their customers willing to serve as references. Marie Alexander created and led a department she called Customer Success.

Digital technologies can be used to improve Customer Experience. For example, by:

• Enabling the customer to do more more for him/herself e.g. check/update account information, find relevant information, set-up alerts, set-up event triggered transactions, make purchases online, get chat based help with queries or problems….
• Provision of data/information based services e.g. alerts that notify the customer that price of the ticket has fallen.

You keep reading and writing and saying “digital transformation.” Do you know what that means?

In September 2019, I did a keynote titled “Marketing in the Era of Customer Experience” for an American Marketing Association (AMA) event. In that keynote, I talked about the 10 realities of marketing in the era of customer experience. The tenth item I talked about was titled, “Digital Schmigital.” I got a few chuckles and a bunch of “bravos” out of that one.

Digital technology is now a part of our everyday lives and has been around for well over two decades. But despite its seeming ubiquity, and the fact that it’s on the core agenda of every enterprise, digital technology has only just begun to impact industries—and it’s about to make its biggest disruptive impact yet.

A knowledge summary is a semi-long to a long post that synthesizes positions, concepts, and lessons learned around a topic.  They consist of a mix of primary research with ideas and frameworks I built based on conversations and working sessions.

This knowledge summary will focus on concepts you have to know to embrace digital transformation in the next decade.

A few industrial leaders have always been at the forefront of innovation and set the trends for their respective industries, but banking and financial services are just going through their transformation journeys. They are all driving digital transformation throughout their enterprise with a relentless commitment to rethink every asset, process, and architecture of these enterprises. Digital transformation is widely talked about, with consultants lining up to show endless PowerPoint slides of the state of the digital revolution that they claim boardrooms cannot ignore.

Winning your customers and providing extraordinary customer experience has been always a difficult task. In the digital world it has become even harder, because you need to find the right strategy and in the same time to transform and adapt your business model to the new requirements and fast changing environment. 

Recently I was pitching for new work and the question that keeps coming up came up. This question is always some form of “What is the single most critical factor in ……..?”   Examples include:

What?

I mean, what????

Seriously? Just last year two of my seven posts (yeah, didn’t do that well writing in my blog last year – but been working to remedy that by posting links to my other writings around the world – but I digress) were about digital transformation.