How do you drive a unified digital customer experience with better technology and marketing strategies?
Forging better ways for IT, marketing and lines of business to come together with a common strategy is the only way to transform their organisation and their platforms and processes. An integrated strategy means you will execute a more seamless customer experience, realise better business outcomes and shorten timeframes to achieve success.
First you must ask ‘do I have the right platform, processes and people within the organisation to deliver a unified experience?’
The transformation moment
As quickly as a season changes and the natural landscape transforms, organisations must adapt to market changes, with flexibility and scalability. We live in an era of new technologies and a need for greater transparency between organisations and their customers, with their customers’ ever-increasing expectations driving change.
Traditional approaches to strategy assume we live in a pretty stable world, which is unrealistic in this current day, therefore how does an organisation bring IT, marketing and lines of business together to deliver a strategy that supports responsive and adaptable change?
How to create a unified strategy?
- Firstly, you must review technologies that all departments can incorporate into their framework to support product and service offerings.
- Analyse the way technologies talk to one another and how they affect people and process to service the end customer.
- Identify customer behaviours to build into the service framework – the customer lifecycle process.
- Identify gaps in technology, people and processes.
- Source new solutions that are simple, transparent, adaptable and scalable to unify the employee and customer experience.
- Implement new skills across departments to reduce single point dependency.
- Implement automated processes to allow staff to focus on business critical tasks.
- Expand two-way communication channels for greater outreach between organisation and customer interactions.
Underpinning of the strategy ultimately comes down to the owners of the solutions used to support business processes. Given the changes in essential and marketing communications shouldn’t solution buyers look to best-of-breed cloud based software-as-as-service solutions?
According to Gartner
“Application leaders must change their organisational structures, governance, culture and leadership styles to thrive in the future of composable business.”
This means organisations now must focus how to integrate and continually consume software applications that are adaptable and scalable for rapid change, whilst extending their capabilities to innovation and greater customer or business experience – the ultimate enterprise experience.
Market & Key Performance Indicators
Once you have identified the new unified organisation strategy and the appropriate solutions to deliver a unified experience, you must continue to monitor performance and market indicators to continually gain competitive advantage.
As a rule success can only be measured if an organisation monitors both market impact indicators as well as having organisational key performing indicators (KPI) in place – however the trick is to keep the KPIs simple and apply these measures across people, process and technology.
Five key performance indicators to measure success:
- Leading indicators that can predict the outcome of a process.
- Lagging indicators that review the success or failure at key performance review periods.
- Process indicators that review the efficiency of processes.
- Actionable indicators to assess how quickly an organisation can effect change.
- Customer satisfaction indicators to measure how products and services meet customer expectations.
With robust cloud technology in place that can track and measure performance of your business processes across interdepartmental experience, overall employee experience and ultimately the customer experience, you can then measure the success of your operational and technology performance.
To find out more contact CoTé, we are here to help.