Second part of a blog series with a focus on digital transformation & Microsoft Dynamics 365
In a series of blog posts we have placed a focus on digital transformation and Microsoft Dynamics 365. In the first blog post we introduced the importance of changing and understanding HOW to enable digital transformation in the company.
In this short blog post we’ll put the focus on one of the four pillars that Microsoft has identified as the core drivers for the roadmap to digital transformation.
The Core Drivers to Digital Transformation
In the illustration below you can see the four drivers that Microsoft has identified as the most important factors to enable digital transformation. In brief, focus on customer experience, empowerment of your employees, optimisation of your operations, and product and service innovation.
The first pillar that you see in the illustration is “Engaging Customers”. It can be described as the following: The ability to prioritize digitally enabled initiatives to engage customers and end users by using concepts such as big data, self-service, machine learning, VR/AR, and AI to create customer insights, personalise interactions, and improve the customer experience.
In an in-depth analysis in Denmark in 2016, covering the 20 largest companies in the country, the first core driver “Engaging Customers” was identified as the most important domain that companies need to focus on in terms of digital transformation. By having a closer look at what these companies in Denmark are actually doing to enable customer engagement, we see that they possess and utilise the following three capabilities:
- Utilise and understand value from both big and rich data
They utilise and understand value from both rich and big data in order to get exclusive customer insights and thereby obtain a comprehensive view of the customer journey and create segments of one.
- Master new technologies
They master new technologies such as artificial intelligence, virtual reality, and machine learning in order to deliver service experiences which are personalised and stand out from their competitors.
- Engage customers
They produce a transition from focusing only on touchpoints to engaging customers in relationships that are both meaningful and recurring, and that create value that is mutual and allow customers to be in control of their own experience.
Engaging Customers with Digital Initiatives
To be able to engage customers, it is crucial to understand customer behaviour and to have the operational ability to create a consistent customer experience. It is not surprising that most organisations prioritize digital initiatives to enable this. It is crucial for the future relevance and competitive position, both in regard to B2B business and B2C.
In my next blog post, I’ll have a closer look at HOW companies create customer engagement on an operational level. I’ll go through seven key “how” capabilities, so stay posted for more!
Digital Transformation – Engaging Customers Partner of the Year
In late 2016, AlfaPeople Nordic was recognised for our ability to think digital transformation in the solutions that we create along with our customers, and to help them obtain better customer focus by improving their sales and marketing. The award applies to both Microsoft Dynamics CRM and AX projects.
Maja Løve Dybdahl, Partner Sales Manager – Dynamics, Microsoft Denmark said:
“AlfaPeople is this year’s Digital Transformation – Engaging Customers Partner 2016, as they very actively contribute to their clients’ becoming customer-oriented. They understand their customers’ everyday work and deliver innovative digital solutions that increase customer engagement.”