Digitization can revolutionize customer experience

We now live in a competitive world where competitors and peers continue to raise the bar of customer experience. Businesses are always looking to deepen engagements with their target audience but that target audience’s expectations have changed, thanks to the digital customer experience.

A common characteristic of successful businesses is the ability to adapt. Anything digital can and will be recorded, archived, analyzed, and shared. With the proliferation of digital channels, businesses are challenged to find better ways to authentically engage across channels, be it with customers, partners or even employees. To tap into new revenue growth potential, companies must adopt new customer centric practices, including offering an integrated customer experience across digital and analog channels to meet customer preferences.

Digital transformation on the customer experience level is not just a matter of the front-end and customer-facing functions; this is just part of a transformational challenge on the level of technology and processes. It’s a matter of the whole organization and requires involving back-end transformations as well. It requires an enterprise-wide approach or better, a roadmap towards such a holistic approach. Digital transformation requires a strategy with a fully integrated operating model, a technology that can rapidly and scalably provision connections with proliferating cloud, mobile, Internet of Things (IoT) and business partners’ APIs.

As businesses dive deep in providing the best customer experience, there is a greater need to integrate systems to cope with fast-moving phenomena, such as cloud and mobile, involving cloud-to-cloud and cloud-to-on premises integration. These complex connections can easily be established with a hybrid integration platform, a new way to connect cloud-based, mobile and on-premises resources. Hybrid integration platforms such as Fiorano Cloud can deal with the increasing volume, speed and variety of information that new digital channels bring, while supporting the multichannel architecture associated with mobile and other multichannel initiatives.

Here is an example of how digitization can significantly improve customer experience; Delaware North, a global leader in hospitality and food service recently revolutionized its customer experience by deploying the Fiorano platform, a digital business backplane to efficiently track individual customer venues and provide relevant Business Intelligence to their customers, also a competitive edge for Delaware North. The Business Intelligence and real-time data provided by Delaware North to its clients is critical to their marketing campaigns, allowing them to assess operational efficiency and make adjustments to improve top line revenues. The new infrastructure of customer-centric interconnected systems allows operational excellence, optimization, efficiency and opens up new areas of opportunity. Delaware North intends to steadily extend the digital business backplane across its global locations which can ready their systems for today’s highly connected and digitized economy.

Processes, data, agility, prioritization, technology, integration, information, business and IT alignment and digitization among others are all conditions for better customer experiences.

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