Digital transformation strategy targets developing new digital businesses and maturing digital capabilities around existing products that must deliver amazing customer experiences. Products with simple experiences that deliver value will attract new customers while ones with inferior experiences will likely lose out over time.
The transformation often begins by articulating a digital strategy from understanding customer needs, identifying target markets, defining customer segments, and building out personalities. Each personality defines a specific user type with different needs, values, and expectations. The objective is to redefine simplified digital and real-world journeys for each personality that addresses their needs and demonstrates value.
Digital paths may show how a prospect responds to a social media campaign, reviews interesting content on the website, and fills out a form requesting more information. All of this information is used to extrapolate a personality and optimize follow up interactions and experiences.
The journeys will likely be triggered through marketing activities, flow through the corporate website, and directed to a sales pipeline. Technologies such as the marketing automation platforms and tools, Content Management System (CMS), analytics platforms, and Customer Relationship Management (CRM) are some of the core systems most enterprises need to invest in to drive improvements.
In a relevant survey, only 25 percent report that they are going to be reusing existing technologies, implying that many businesses are reconsidering new platforms and tools that drive digital experiences.
Many will revisit their CMS platforms to see if they are easy to use, mobile friendly, and drive desired business outcomes. It’s likely that marketers will want to review content publishing workflows, and enhance analytics to ensure that data on the full user’s journey is captured.
It’s likely the organization will consolidate platforms if multiple ones exist, upgrade versions, enhance the implementation, or integrate data with other enterprise systems.
Enterprises likely have CRM platforms selected, but digital transformation often requires improved forecasting, more rigor around sales pipelines, and additional analytics. These can be addressed by establishing workflows and enabling a data driven culture.