This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.
Organisations know they need to "go digital" to stay competitive, but even after they have defined what digital business is, it can still be difficult to know where to start. A renewed focus on customer experience, improving business agility, the integration of legacy systems with digital touch points, or an emphasis on mobility, there are many different ways to approach digital transformation.
A study by Cognizant finds that in Asia, rising customer expectations, increased competition and demanding employees are compelling companies to get started on their digital initiatives. As such, regardless of where an organisation starts, the most important thing is to begin. There are few key areas to focus on when starting a digital business plan.
1. Enhancing the Customer Experience
Today's customers expect a lot from their digital experiences. They want to be able to do their research ahead of time, without speaking to a sales representative. They also want to use the screen of their choice to do this research as well as seamlessly move to purchase when they're ready. It is important to take control of this expectation by delivering the omni-channel digital content customers are seeking as part of a well-crafted strategic plan.
Customer support plays a critical role in the overall experience as well. Robust support over social media and support agents that are accessible, capable and informed are increasingly expected, and can greatly help facilitate the buying process.
2. Updating Applications
While the existing suite of applications that power the business, might seem to meet current needs, updating them is essential to fully capture today's market (not to mention tomorrow's). Website and marketing/ecommerce programs need to be adapted for a mobile world and increased demands from users.
There is a need to improve the underlying processes that govern change, ensuring that needed updates to digital properties can happen quickly and efficiently. By implementing this at the process level, organisations will be better positioned to keep up with changes yet to come.
3. Adopting a Mobile-First Strategy
According to a recent report from Google, most Asian countries have already transformed themselves into mobile-first nations, with smartphone penetration outpacing traditional desktop devices. As such, while redesigning individual components is important, it's not enough to simply make a website responsive or create a mobile app. If organisations are not considering how mobile affects their business on a fundamental level, they are missing out on the big picture.
Yes, we need to build the mobile app, but also look at social efforts and research the digital journey of the customers to see how to deliver a frictionless experience. There should be a sense of urgency around the need to set strategy at a high level so that it can achieve maximum impact.
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