As we begin a new year, now may be an ideal time for many online businesses to rethink their digital transformation initiatives. With expectations continuing to grow in the digital marketplace, online marketers must be able to quickly understand the needs of customers across all digital journeys in effort to deliver exceptional cross-channel customer experiences and to stay ahead of the competition. Developing a solid digital transformation strategy will give businesses the means to understand customers’ needs and empower them to deliver value that is aligned with the customer demands.
Requirement of an effective digital transformation strategy
For many companies, digital technologies have been the driving force behind how they improve customer engagements and find new ways to transform business. Yet, most lack the required data and insight needed to really understand digital customer experience issues which results in a transformation approach that misses the mark. An effective digital transformation strategy must move beyond traditional web analytics, which offers a glimpse into customer interactions, and embrace Customer Experience (CX) analytics to get a thorough understanding of customer behaviors and journeys. Although basic digital analytics provide you with details as to what is happening on a website, like number of clicks, page views or bounce rates, it does not tell you why digital properties perform as they do. By applying CX analytic tools to customer data, businesses achieve an understanding into why and how users interact with digital properties rather than the properties themselves. CX analytics plays an important role in producing successful digital transformation plans by supplying organizations with actionable insights that they can use to improve customer engagements and optimize digital experiences. CX analytics have essentially become a digital transformation imperative.
Drive digital innovation with actionable insights
Data is an important component in the success of digital transformation. Using the right customer data coupled with advanced data analysis supplies companies with rich insight into customer behaviors that enable them to create more actionable insights to use to improve customer experiences and maximize digital business performance. By leveraging the robust data analysis capabilities of CX analytics, organizations can achieve the insight needed to drive digital innovation across some key areas of their businesses, which include digital process optimization, site optimization and marketing effectiveness, allowing them to rise above the constraints in the adoption of digital technologies. Let’s take a closer look at three key areas:
Digital Process Optimization
At the core of digital transformation is process optimization which entails restructuring business processes across an organization – sales, marketing, customer service, operations, etc. – to help create enriched customer centric experiences. Using CX analytics, companies can measure process effectiveness and obtain a greater view into the overall performance of their important business processes as well as identify individual process steps that may require enhancements or improvement. Additionally, the capability to drill deeper using session analysis and to segment data in CX analytics offers companies insight into both the what and the why behind business performance. Allowing them to understand what causes customer struggle in certain process steps and quickly take corrective measures to carry out improvements to optimize business processes.
A critical part in digital transformation is ensuring that web pages on your site are fully optimized to draw customers, drive engagement and ultimately boost conversions. Site optimization encompasses several different factors from detecting struggle, understanding page engagement, improving site usability and search function, to providing the right content to enrich customer experience. By applying behavior analysis in CX analytics, organizations can gain a better understanding of customer behavior across their site to assist in optimizing search and page engagements and identifying areas of customer struggle. With increased visibility into customer experiences, struggles and paths, companies can identify best practices and areas of improvement for optimizing their site to furnish enriched digital customer experiences.
Marketing plays a major function in the digital transformation process. Not only are marketing efforts required to produce powerful content to drive customer engagement throughout the customer journey, they are also expected to maximize marketing effectiveness and boost return on investment (ROI). By leveraging the power of artificial intelligence (AI) in CX Analytics, companies can realize valuable insights that can be used to develop more personalized campaigns and messages based on customer behavior. Armed with rich customer insights, marketers can produce impactful campaigns that will produce improved segmentation and better yields.
Start accelerating digital innovation
Successful digital transformation involves a customer-centric approach that empowers companies to produce innovative and engaging customer experiences across their entire organization. By focusing on the key elements in digital innovation and applying the power of CX analytics for actionable insights, businesses can prevail over digital transformation challenges and begin to address rising customer expectations in the digital landscape to stay ahead of the competition. To get started with accelerating digital innovation using CX analytics, click the title below to download Pereion's white page, “Customer Experience Analytics: A Digital Transformation Imperative."
Start accelerating digital innovation for your business with help from Pereion Solutions. We can assist you in learning how to apply the necessary CX analytic tools to gain actionable insights that you can use to improve customer experiences and maximize digital business performance. Click the tile below to get started!