E-commerce solutions, business management systems, data analytics, chatbots, video marketing, artificial intelligence, augmented and virtual reality – advanced technologies may sound impressive, but not all digital solutions bring real benefits to the company. In order to achieve the maximum return from digitalization, it is important to assess your digital capabilities and plan their development in consideration of the value provided to the customer.
Imagine: you are installing a smart home. What is better – as many sensors, detectors, automated systems and solutions that will decide for you where and when the lights, heating or ventilation, video surveillance, alarms and various home devices should work, or is it better to install only what will really make life easier ? Maybe there will be exceptions, but I have no doubt that the majority would choose the second option.
Similarly with digitization. It is not necessary to implement everything immediately just because it is fashionable, advanced or has worked for someone. The main criterion should not be the technologies themselves, but the value they provide to the company and its customers. Unfortunately, digital transformation practices try to implement as many automated solutions as possible before they are even installed “house foundations or walls“.
The importance of customer experience is also confirmed by global research. A survey by the technological research and consulting company “Gartner” showed that even 45 percent organizations received measurable financial benefits from implementing customer experience projects. Meanwhile, Deloitte estimates that organizations that focus on customer experience have a 60 percent profit margin. higher than competitors who do not pay attention to it.
Attention to customers, their needs and experience when shopping or using the company’s services brings real financial returns – from cost optimization to increasing customer loyalty. When moving on the digitalization path, it is important to have a clear understanding of the current situation and future aspirations. Only by having a good understanding of where you are can you go where you want to go
How to do it? One of the most reliable ways is to use it digital experiences a maturity assessment model that will help to systematically assess the organization’s digital capabilities and plan their development accordingly.
The model consists of assessment areas such as strategy and its implementation; channels, their purpose and compatibility; technologies, tools and integrations; ease of use and simplicity; data, analytics and monitoring; and personalization, optimization and automation.
Depending on how widely, deeply, and most importantly, how skillfully organizations have mastered digital capabilities in the aforementioned areas, we can distinguish five main maturity levels.
to the lowest digital experiences at the embryonic, maturity level, businesses and organizations that are just starting their digital journey or have been stuck in it for a long time usually fall. Their digital channels are mostly limited to website and email. by post
A little higher, at the level of basic digital experience, we meet organizations that have e- store or self-service portal, but slow to exploit other digital opportunities.
Businesses that ensure a smooth digital experience invest relatively heavily in technology, use digital capabilities intensively, and systematically improve user experience. Such businesses have basically implemented multichannel concept, but the customer experience is not yet at the highest level, because the channels are still focused on the business process itself, but not on the user.
Meanwhile, organizations that have successfully implemented can boast an engaging and optimized digital experience omnichannel concept: they skillfully manage and coordinate channels with each other, ensure a strong connection with customers and successfully use technology for business development and high efficiency.
Finally, exceptional and advanced digital experiences are provided by innovative organizations that are capable of creating new business models and becoming stewards of new ecosystems. In most cases, there is also a global market open to them.
Of course, this is a universal model, and in reality there are different trajectories of maturity change or even purposeful strategies focused on the depth of one or more competencies. For example, depending on the specifics of the industry, competitive environment and business model, it may make sense for an organization to focus less for the development of digital channels and their convenience, but focus on data, its analytics and personalization.
Developing a digital experience in an unsystematic manner may result in low or slow performance IT investments profitability, faltering business growth and poor customer satisfaction. Thus, in order to smoothly implement digital experience initiatives, it is important to think holistically, evaluate alternatives and justify your priorities. This is the only way to get the most out of your digital experience.
Comment author Vitalis Kavaliauskas, “Baltic Amadeus“Technology Director.
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