How Digital Transformation Has Affected Customer-Centricity
‘Customer-centricity’ has a long history in the vocabulary of business differentiation. In a recent past, the crux of customer-centricity was a checkout operator knowing enough about gravity and customer expectations, to refrain from placing a bottle of milk on top of a loaf of bread in a shopping bag. However, while examples like this will forever claim a cabinet in the museum of user experience, it is safe to say we have taken a few strides forward from here. A major factor contributing to this is the digital transformation movement.
Tipping its hat to the boom in big data and automation, digital transformation in business has brought significant changes to the standard of customer-centricity. To start, there is a higher level of customer expectations and higher stakes for operational excellence. Possibly more than ever before, customer-centricity challenges businesses to step up from the status quo of service and product supply by use of information technology (IT). No longer is it enough to just provide service with a smile to customers. If businesses want to stay ahead, they need to know their customers on a sophisticated and intimate level, that is driven by data and business intelligence.
Daunting as this may sound for business directors, it is actually something to get excited about. Building the foundations for a customer-centric approach with digital transformation will mean your business can leverage customer information and insights in hugely beneficial and profitable ways. How do you get this data and “digitally transform”, you may wonder? Cue Microsoft Dynamics 365.
Microsoft Dynamics 365 allows organisations to build up 360-degree views of every individual customer as well as customer groups. This means your business can start focusing on what your customer needs, to provide the best possible service and experience. By use of Microsoft Dynamics 365, your business can effectively design customer journeys, supported by evidence from previous purchases, engagements, preferences and behaviours. Moreover, with integrated Power BI – a business intelligence tool that unifies business data in a central portal – you can produce visual data sets for customer insight at a glance. This facilitates better data interrogation, so you can make informed decisions related to improving customer centricity in your business.
When considering your customer data, some key questions you might ask include:
- What do we know about our customers and how they interact with our brand?
- Do we leverage and apply the data that we have to our various service channels?
- What do customers love about our organisation – or perhaps more importantly, what do they dislike?
- How often are our customers in contact with our organisation through any touchpoint/channel/online or in person?
- What is the one thing most customers wish we did but we don’t?
- How do we define our customers and/or how well do we understand their behaviours, motivation and actions of our customers?
All the above can be answered by digital transformation and the effective use of Microsoft Dynamics 365.
When powered by technologies like Microsoft Dynamics 365, a customer-centric approach in business separates the good from the great, the laggards from the leaders and increasingly, the companies that lose out from the ones that thrive and win big. Microsoft Dynamics 365 enables businesses to provide an elite, streamlined customer journey, which speaks to the independent needs of each new opportunity. If we are to draw again on our earlier example, in effect our grocer is on a first-name basis with us before we even reach the dairy aisle and talking about deals on gluten free pasta, knowing our dietary preferences prior to a conversation even taking place.
This exchange provides a win-win situation for the customer and the business alike. The sale is made and the customer is at the centre of the experience – making them feel pretty good. Above the potential of increased retention and referrals, digital transformation coupled with customer centricity makes for a great brand story and a leading business in the marketplace.
Start your digital transformation journey with one of the expert consultants at AlfaPeople today. If you are interested in learning more about digital transformation, please enquire here and we will add you to our events list.