Digital transformation is an ever-popular strategy which if approached in a silo, should not be utilized by a brand.
Brands have a great opportunity to consistently improve their digital experiences, and customers expect this from brands. But what can occur with a digital transformation, is for a brand to end up making a dramatic shift to becoming digital-only. This overly aggressive shift typically occurs during a brand-related crisis, with the brand overreacting and attempting to course-correct.
Of course, no one is suggesting being digitally focused is bad. If anything, it’s the opposite. The importance of having a consistent digital POV allows brands to avoid the pitfalls of chasing ever-evolving technologies. Not having digital consistency can make it easy to focus on wanting to constantly changing to address technologies on the horizon - e.g. 5G, AI and IOT - without fully calculating the brand implications. The team at The Customer Studio has helped brands and agencies develop digital strategies with customer data as the foundation. This ensures a brand’s digital strategy meets customer expectations, and is developed to be scalable to meet future expectations.
With all of the challenges a brand encounters as it evolves digitally, a brand must first solidify its approach to ensure consistency and the ability to move quickly. The end of a digital transformation project typically isn’t a real end - new technologies will be created, leading to new expectations. It means additional emphasis on integrating to other technologies and platforms, with additional focus on customer experience.
We partner with brands and their agencies to ensure their continued transformation is balanced. Digital transformation must be closely linked to a customer experience-based mentality. We try to avoid using the word strategy, because customer experience must be about more than just strategy. Linking it to your brand’s customer experience approach however, allows for balance.
We work with brands to create customer experience journey maps for enhancing physical and digital experiences. From our experiences, we’ve learned digital is no longer a singular strategy, and your digital transformation can’t live on its own. It must be integrated into data strategy and overall customer experience approach, so together, they help brands create a seamless experience.
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