Your customers are the starting point for digital transformation
These days, the phrase “digital transformation” is in vogue. Let’s not get ahead of ourselves by immediately adopting new technologies that make our life easier. The primary goal of digital transformation should be to enhance the customer experience.
Many business owners have the misunderstanding that a digital transformation strategy necessitates major alterations to the company’s operations. Mission, values, and the business model are all on the table for discussion right away. According to my experience as a brand and marketing consultant, this process is generally overcomplicated. In order to begin the digital transformation process, companies need concentrate on two key areas:
Current clients’ unfulfilled needs and desires
Aim for the north
A corporation can begin to establish a digital transformation plan after it is clear and aligned on #1 and #2. This frequently sets the foundation for the creation and deployment of new technologies and techniques for digital marketing.
what is mean to aim for the north?
When it comes to setting goals, a company’s North Star is the long-term vision or future state that drives them forward. In most cases, a company’s mission and vision statements embody this. Companies should set a north star metric in addition to their north star aim in order to track their progress. Starting any digital transformation project requires clearly defining this goal and an accompanying metric. With regard to AirBNB and Medium, the North Star Metric would be “# of nights booked,” respectively, and Hila Qu explains this in her post on how to create an effective growth model. Your company’s health and success should be reflected in your North Star.
Allow your customers to serve as your compass.
Digital transformation is pointless if it doesn’t meet the demands and desires of customers. It turns into a flimsy procedure that mainly serves to reassure senior executives that they are innovating. This sounds like a waste of time and money.
If you’re not changing to suit client needs, then digital transformation is a waste of time.
In any transition, customers should be at the center, and it’s critical to keep in touch with them regularly and early. The objective is to find out where people are struggling, what unmet needs they have, and how they may improve their situation. Clients often struggle to articulate their issues, let alone outline the changes they hope to see. That’s where consultants come in. Using an established framework, a good consultant will steer the transformation by asking the correct questions and doing an analysis of the client.
A pyramid comes to mind when thinking about digital transformation. From the bottom to the top, each layer must function as a building block for the one that follows. Consider the game of Jenga or the theory of the house of cards, in which tugging from the bottom undermines everything above it.
Modernization through the use of technology
Typically, when firms hear the term “digital transformation,” they immediately picture the very top of the pyramid: cutting-edge technologies and business models. Immediately, they turn to the question of “what exciting technology or product can I design that will disrupt my industry? to put it another way: “What are the best digital methods I can employ to see exponential revenue growth?” Instead of starting with a firm foundation, they’re stumbling over the first few crucial steps of the transformation process without even recognizing it.
What’s the first step?
Consider the following questions to get your digital transformation off to a fast start. In the consulting phase, we use these and other questions to establish constructive conversations with our customers.
If you were to pick one thing about (insert the issue your business is addressing), what would it be?
What is it about our product or service that makes you adore it (or utilize it)? What’s so bad about it, exactly? What may possibly sway you away from using our product or service?
What are your thoughts on the way we’ve been communicating with you? What can we do to make things better?
Do you know of any processes that you believe may be improved upon?
Why do you value/use (insert your product or service offering here)?
Have you ever been bothered or burdened by a duty we’ve assigned you?
What are your thoughts on the collaboration and communication systems we use?
Can you tell me what we’re worth? What can we claim to be the best at? What do you think is our biggest flaw?
Good luck and keep in mind that customers are your most valuable research source. Make use of them, and don’t forget to express your gratitude for them!
