Customer Experience Transformation: The MOST important factor for business success!

Welcome to an era of Digital Transformation and Customer-centricity.

Wait a minute, if we’re talking about Digital Transformation, then why is this article called Customer Experience Transformation?

Well, quite simply because it is a much more accurate reflection of the essence of Digital Transformation – but before you try to stone me – let me explain…

If you look at the basic definition of Digital Transformation, it is described as the process of using technology in all areas of your business to radically improve or change the way in which you operate and deliver value to customers.

At this point most would get caught up in the ‘technology’ portion of the definition.

Yes, it’s true that technological evolutions and technologies, such as the Cloud, Big Data, AI, Mobile, IoT and others, undoubtedly play an important role in the Digital Transformation process, these technologies are however not the drivers of Digital Transformation. They are in fact, merely, enablers and/or, causes of digital transformation needs (among others as they impact behaviour of consumers or reshape entire industries), and/or accelerators of innovation and transformation.

The true need to ‘digitally’ transform is found in the final portion of our basic definition above – the ‘customers’.

That’s right. In almost all Digital Transformation projects, it is customer experience that takes centre stage, and which is the catalyst and driver of Digital Transformation efforts.

EVERYONE is a customer in today’s connected business reality – buyers, employees, investors, partners, suppliers and various other stakeholders. Whether it’s in their capacity as consumers, individuals or workers, these people and the ways in which you engage with and empower them with your information and content, is the key to future business growth!

This new digital landscape of today, demands that ALL AREAS of your organization and ecosystem – including processes and business functions – need to be connected and aligned with the optimization of Customer Experience(s) as the drivers of revenue.

“Leaders in cultivating customer experiences outperform others by 43%.”

But how can Customer Experience(s) drive revenue?

The answer is simple: 

Customer Experience = Conversion

A consistent and relevant customer experience is directly linked to conversion, and conversion happens when you live up to expectations and promises, regardless of where and when.

Ask yourself – what ultimately makes you click, buy, share or interact? Is it the call-to-action or the customer experience and the promise?

“The customer isn’t king anymore; everyone is a customer in today’s rapidly changing environment and the customer is dictator.”

This undoubtedly makes Customer Experience the single most important factor for business success.

So, if the ‘customer’ in its broader term, and the ‘experience(s)’ that we need to provide these customers in today’s digital landscape lie at the core of Digital Transformation, surely Customer Experience Transformation would serve as a more accurate reflection of this process.

What is your take on Customer Experience Transformation, or, more importantly, what are you doing about it to ensure your business’ success?

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About eMSDigital Group

At eMSDigital we believe in doing what we love and loving what we do. This is why we empower our clients daily with the tools, strategies, and guidance needed, to prepare their business for the future. Our passion to help amazing brands prosper - together with our award-winning solutions - has earned us a reputation as a leader in all things ‘digital experience’. If you want to be the envy of your competition, need help moving your B2B business online, or have any questions about creating the perfect digital experience for your customers, we’re just a click away :)

About the Author

Kobus van den Berg is the visionary founder of eMSDigital Group, a global B2B 'Enablement' powerhouse driving revenue growth, elevating CX, and revolutionizing buyer-seller engagement since 2010. Inspired by his wife and son, Kobus is a firm believer in the power of doing ‘good’ business to the benefit of all parties involved, as he strives daily to pursue the elusive balance between work and life. Kobus is a dedicated Espresso enthusiast and master mead-maker, with dreams of retiring on a family wine farm to keep himself busy with the finer things in life.

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