The world is going digital. Businesses need to enhance their customer engagement through digital channels. This will not only help them tap the market at a global level but also to realize higher revenue through a successful digital strategy.
Building a roadmap to achieve digital success is tough as the business leaders are faced with many challenges like choosing the best social channels for their business, are they ready for digital transformation yet etc. The process which needs to be followed in order to develop a successful digital marketing strategy is as follows:
- Analyzing current business scenario
- Market research to understand the gaps
- Devising a plan to fill in those gaps
The process can be followed across the four paths viz. people, process, technology and content. In order to accomplish a significant business impact and to drive an active customer engagement, choosing the right digital platforms is the key. Business leaders need to keep an eye on the ROI as well, since it is a vital component while choosing the right digital platforms. This will ensure that the money and effort are not wasted.
In the 2014 State of Digital Transformation report, the Altimeter Group defines digital transformation as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touch point in the customer experience lifecycle.”
Components of Digital Transformation Roadmap:
Roadmap to digital transformation is a strategic approach to define and manage a digital transformation effort. The roadmap is devised through the following process:
- Assessment of business’ digital maturity as on today
- Looking out for the systemic gaps that need to be filled
- Defining the future vision and moving in the right direction
How the Digital Transformation Roadmap is built?
The Digital Transformation Roadmap is held on four pillars i.e. People, Process, Technology and Content. To understand their individual contribution in building a successful Digital Transformation Roadmap, we will discuss each of them in detail below:
People Track – Businesses need to understand that superior customer experience can be achieved by realizing a customer-centric culture in the organization.
The People Track enables the business owners and the management to know how the customer interacts with the brand, both before and after the purchase. This enables the business leaders to assess the customer demands and how to involve everybody in the organization through cross functional collaboration.
Process Track – The new Digital Transformation Business model needs scalability in order to maximize organizational efficiency. The Process Track is exactly about that. In the Process Track, it is required that the company monitors closely how each of the buyer personas interacts with the brand during every step of customer experience lifecycle.
The brand can then build tailored digital marketing campaigns that are in context and are effective and consistent as they are giving the buyers exactly what they need. In addition to external factors such as improving customer experience, internal processes also need to be improved and constantly worked on. The workflow and data flow needs to be understood as it leads to better operational integration.
Data mining is necessary for business intelligence and it leads to more productive knowledge workers and better business decision-making.
Technology Track – Besides People and Process Track, there is a need for building an integrated information infrastructure. Technology Track focuses on exactly the same. This will enable the enterprises to develop a foundation for integrating the data across the silos. This foundation is necessary as data among different devices and platforms needs to interact with each other. It also enables the management to gain access to predictive data analytics, necessary to drive growth.
The contextual information architecture thus developed, is critically important for structuring the data and content while tagging them with the metadata that is appropriate. This will enable defining and validating relationships between different classes of information.
A close collaboration between the business owners and the IT practitioners who are responsible for developing the information architecture is required as the information architecture developed should be a reflection of your business landscape. This will enable the business owners to provide the much needed Business Value – Business value that comes in the form of personalized customer experiences and marketing programs, accurate business insights and more efficient business processes.
Content Track – The fourth pillar, the Content Track deals purely with the information part – The internal enterprise content as well as the content that is customer facing. The information should be precise, easily available for your audience, personalized as well as tailored to their needs. Knowing the context is necessary to help in determining how the information is organized.
Different digital channels require tailored and contextual product information that will reflect buyer preferences. The relevant content should be easily findable, so the Enterprise search and the external site search are optimized. The data quality and assurance is ensured by data governance processes.
Digital Transformation process is not a short term plan but is like a long journey and can take several years of constant effort. What is important for business owners is to keep a track of the ROI for each phase to stay on track during those years. This will ensure a sustained progress throughout the journey.
Digital Transformation is all about Customers
Digital transformation process is a journey for your organization that will affect each and every part of it. Customer centric approach is what the businesses need to focus on in order to successfully implement Digital Transformation.
While building all the four pillars for dealing with various organizational complexities, the people track, process improvement, technology integration and managing the content; focusing on customer is the key.
With this in mind, assess your current business state, devise your future vision, research and identify the gaps and build your strategic digital transformation plan to fill those gaps.