Driving Digital Disruption Part 2: Digital Strategy Centered on Customer Experience

Sutherland Editorial

Digital disruption is the new normal. Digitally empowered customers expect more, and businesses have to get in line. For many companies, this change breeds both opportunities and challenges. For companies with fewer legacy systems and a more agile digital strategy, disruption is easier to tolerate. For less dynamic companies, digital disruption requires an overhaul of strategy and approach in order to survive and succeed.

In this digital age, survival requires a thoughtful digital strategy that is customer-centered end-to-end. Organizations need a strategic roadmap for digitally-powered transformative change that drives new business and earns customer loyalty – and then they need to have the resources to execute it successfully.

But where do organizations begin?

In Part 1, we reviewed the benefits of starting with Design Thinking to identify opportunities for innovation that creates real value for customers.

NEXT STEP: Business stakeholders need to challenge the notion of business-as-usual. Organizations need to think holistically about their digital strategy, formulating seamless front to back office execution models. A digital strategy must should consider these three actions:

1. IDENTIFY critical insights and analytics required for a customer-first execution model
A digital strategy must identify critical data sources and define purposeful analytics for the real-time insights that, when integrated into operational workflows, have deliver gratifying customer experiences. Organizations must establish a 360-degree view of the customer that is shared across the organization for consistent customer understanding. Employees must be equipped with deeper business insights that improve decision-making, and operational intelligence that guides actions at critical points along the customer journey.

2. DEFINE a digital technology roadmap that selectively deploys social, mobile, cloud and intelligent automation to support the execution model

Questions to ask yourself. How can….

  • Social play a role in building community with customers?
  • Mobile access helps customers to interact with the company?
  • Cloud lower infrastructure costs and increase access to applications and data?
  • Intelligent automation enhance productivity, efficiency, and improve business outcomes?

The application of new and evolving digital technologies is key to digital disruption. Organizations must develop strong competencies in applying technologies in ways the derive target business and customer experience outcomes.

3. TRANSCEND legacy capabilities and limitations
Transformation requires the delicate balance of rebuilding business for the future while delivering business outcomes today. Many organizations get stuck when legacy systems hamper their ability to introduce new approaches for innovative customer experiences. Though legacy systems may not be able to be replaced immediately because they are critical to existing business processes, organizations must incorporate, a transition plan to replace existing legacy systems while beginning to leverage agile & flexible solutions that can augment and transcend existing technology capabilities.

Successful digital strategies establish the blueprint for a new way of conducting business and driving digital initiatives. It establishes a front to back business model that redefines delivery of superior, personalized experiences in order to differentiate brands and cultivate long-term customer loyalty.

Up Next? Driving Digital Disruption Part 3: Agility Through Intelligent Digital Process Transformation