Utilizing Computerized Innovations to Turn out to be More Client Arranged

Anees Vendor, SVP - Computerized and High-level Examination, Blueocean Market Insight | Without a doubt, the present computerized innovations are driving associations to turn out to be more client situated. As innovation propels, endeavors focus on a computerized change venture in the cutthroat period to turn out to be more client situated.

Definitely, today's digital technologies are forcing organizations to become more customer-oriented. As technology advances, enterprises concentrate on a digital transformation journey in the competitive era to become more customer-oriented. Hence, they adopt new technologies that can help them in their digital transformation and interact better with their customers or gather customers' feedback as well.

Creating a culture to become more customer-oriented is the most prominent step for an organizational transformation. 

Organizations should bring in strategies to create a customer-oriented culture. Every department within the organization needs to align with this organizational strategy or become a part of it. Secondly, organizations should be able to understand their brand position in customers' minds. They must have the capability to measure or benchmark their brand performance and customer experience while developing a better understanding of their customers.

Indispensable Understanding of Customer Journey and Effective Data With the advent of new technologies, organizations have attained the potential to accumulate more customer data. Usually, they contact either through the call center, sales team, website, social media, or e-mail, and also provide feedback, which can bring in a lot of information or data to enterprises.

If you examine, every customer goes through a specific decision-making journey right from identifying the need, to making a purchase and finally post-purchase experience. Nowadays, emerging digital technologies are able to track every customer interaction with an organization at each touch point in the journey.

If the organization is able to understand, collect and relate what their customer says and expects, and map their journey, they can clearly perceive how much useful information they have gained regarding every aspect of the customer journey and what relevant information they have not gathered. Before they try to fill up these gaps for that information they do not have, they should identify which areas (low-hanging fruits) they need to focus on and solve customer issues to enhance customer experience.

This capability of recognizing and addressing these customer issues can definitely help them gain plenty of data to understand more about the customer journey. When it comes to Customer Relationship Management (CRM), the biggest challenge is not related to technology deployment.

Indeed, it is more about attaining data by means of advanced technology. If you really look at the trends in India, international companies are coming in with the right technology sets and most companies in India have started to think about better ways to treat their customers. As product differentiation becomes lesser, they need to concentrate on offering outstanding customer experience.

Imagine that you are trying to buy a new smartphone online through websites like Amazon or Flipkart. It is an entire end-to-end experience across the entire customer journey, right from the first customer touch point to post-purchase. In the future, there are a few key things that are definitely going to change.

At present, data is more available than earlier and organizations of today are more empowered to deliver better customer experience. Organizations have to think about text tabs yearly basis and need to evaluate them. Finally, the customer experience should be seamless and consistent across the entire customer journey.

Though product differentiation is very little, customers have more options and opportunities to obtain improved customer experience in the competitive era. Furthermore, I expect that technologies like IoT, SMAC, Voice of Customer Program or Digital Experience Management Platforms, are not going to take over one another. Definitely, those platforms are going to evolve along with technological advancements.

Rather than taking over, I foresee the integration of these technologies in the future becoming seamless. Hence, organizations cannot avoid the potential of these integrated technologies to offer ameliorated customer experience.

correspondent by: