Transforming the Customer Experience with Digitization

Getting ahead is no longer just about competing on product, price or promotion. As digital analyst Brian Solis puts it,

“ Customer experience is the next battlefield for brands.”

And you can’t go to battle with only a nice-looking website and a few fancy apps.

Whether your customer downloads a coupon, opens a bill or reads an email,

beneath the surface of every customer experience lies a series of steps.

If you want to give customers the multichannel, lightning-fast, personalized experience they crave,

back-end steps have to be just as buttoned up as your customer-facing touchpoints.

Digitizing your processes transforms the customer experience in

Three important ways.

1. Enhanced 1:1 Marketing

Your customers love being treated as individuals,

from the pizza shop that knows their favorite toppings to a personalized note from their accountant.

Yet with piles of unstructured, disconnected data, companies struggle to make the connections that deliver meaningful communications.

How do you unlock the data and create a 360-degree view of each customer?With a workflow that scans, indexes and routes documents electronically that’s tied in to your critical client-support systems. So you can bring disparate customer snapshots together and make 1:1 easier.

2. Better Responsiveness

More than 50% of companies’ processes are still largely paper-based.* That’s not ideal if you’re trying to resolve a customer complaint in the blink of an eye or send a time-sensitive notification.

*Digitization at Work, Xerox, 2016.

When you digitize back-end processes and automate manual steps,every stage in the customer lifecycle— from acquisition to growth—flows faster and with fewer interruptions.

3. More Effective Cross-Channel Communication

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The key: Integrate your printed and digital processes internally,

so you can deliver a consistent customer experience from mobile to print to email.

The social, digital and physical worlds have collided, creating an opportunity for customers to engage with your brand on the channels and devices they choose.

Only 23% of companies do multi-channel well.*

*”50 Important Customer Experience Stats for Business Leaders,” Huffington Post, 2016.

23%

Long story short: If you want your customer experience to turn brand likers into lovers, look past the sales team, past that fancy website, past those “cool” apps.

Digitizing your back-office processes is where it all begins.

For more ways digitization can transform customer experiences,

check out this blog.

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