How customer journey investments can untangle the digital transformation enigma
The customer journey is increasingly digital. With always-on apps, websites, ads, email, search, chat, and other digital channels becoming the main way that consumers and brands interact, this fact is impossible to ignore. For years now, businesses have been taking notice. They have invested millions of dollars to bring their companies into the 21st century. Despite this effort, many feel like their digital transformation challenges are only beginning.
This feeling of uncertainty may explain why over half of business leaders believe that they have not moved “far” in their digital transformation over the past year. To break out of the dead-end of digital transformation, businesses have to start thinking not just about how to make their business digital, but whether they’re investing in journey transformation to deliver great experiences to consumers. This feeling of stagnancy may be connected to why Forrester identified no clear CX leaders among US brands for the past several years. By focusing on transforming the customer journey, businesses will benefit from a clear goal and more successful digital transformation.
Journey Transformation Solves Digital Transformation Challenges
We’ve discussed previously how legacy systems can still have a place in a modern digital customer journey architecture. The challenge of any data system is that tools created by different companies were not usually made to share information freely between them. In some cases, even tools made or owned by the same vendor don’t properly connect. How can a business be a digital leader if your tools and systems aren’t connected digitally? They can’t, and this is where digital transformation often stalls. Thankfully, customer experience can become “the catalyst” to achieve a more digitally connected business. With customer experience established as the main way for businesses to compete, this unification serves the dual purpose of driving business success and making progress on entrenched digital transformation challenges.
Why does focusing on the customer journey ease digital transformation challenges? There are two main reasons. These are that a customer journey lens provides a way to focus efforts and also makes it easier to motivate buy-in throughout the business.
Journey Transformation Focuses Digital Efforts
Successfully transforming your business requires a clear and focused strategy. Unfortunately, strategy and a lack of leadership are listed as two of the top reasons that 84% of all digital transformation projects failing to meet their objectives. But there is hope – companies who invest in customer journeys tend to see impressive results. They get these results by focusing on improving the customer experience, which has a rigorously measured correlation with revenue growth. By focusing on the customer journey, businesses can perfect the digital side of the customer experience and thus protect and advance the company’s bottom line. Not only that, but because the customer journey requires you to connect data and systems across your business, it lays a skeleton for future digital transformation efforts.
Assign Journey Leaders To Drive Organizational Buy-In
Without the proper team in place, digital transformation is next to impossible. This is because Digital investments make employees become more important to the customer journey, not less. That’s why we recommend appointing a customer journey leader. This will be someone who takes charge of the customer journey and who coordinates efforts throughout the business. By assigning a leader, your business ties digital changes directly with improvements to the customer experience. It’s important to remember that employees are vital to this process. They will still create content, accept service calls, interact with customers in person, and manage behind-the-scenes operations. Building out your digital customer experience will make employees better able to act on CX challenges. By empowering employees and focusing their mission on creating great experiences for customers, your business also can help override concerns that digital changes will replace human employees. The customer journey leader role is crucial. It requires managing stakeholders at every level, ensuring employee buy-in, and keeping digital improvements focused on delivering a great customer experience.
Journey Transformation Gets Results
Improving the customer journey is a key way to get value out of digital transformation projects. Journey management can provide a clear focus and tangible business impact. Without journey investments It’s easy to get lost in the woodwork of never ending digital transformation challenges. That’s why it’s crucial for your business to start customer journey management today if you haven’t already. If you’re wondering where to start or how you can get great value out of customer journey management, you should read our guide to the Fundamentals of Journey Management. The guide walks you through the core use cases and core value of customer journeys. By starting with a powerful use case, you can set your business up for customer journey success.