Article

Amir Dehnad
Amir Dehnad 6 March 2020

Becoming future ready with CX-led digital transformation

To overcome customer experience (CX) challenges and be future ready, brands must infuse intelligence throughout every part of their business to better understand their customers and remove experience frictions.

According to Avanade’s recent survey, 89% of organisations agree that becoming an intelligence-driven enterprise is a big part of the digital transformation journey.

Several changes are pushing CX to the forefront. From digital-native organisations disrupting traditional industries, to evolving customer expectations. Today, customers expect highly intuitive, personalised experiences and interactions, instead of being treated like an unknown person.

To get CX right, companies must digitally transform and connect the entire customer journey – from sales to marketing, customer service and beyond. This requires an innovation mindset enabled by company culture, plus a strong connection from strategy through to design, data science, and technology implementation.

Many organisations are on a digital transformation journey, but are facing challenges. 43% are becoming fatigued with their digital transformation efforts, according to our survey. Skills and talent, integration between new and existing systems, siloed and unusable data are among the major barriers to success.

Great customer experiences start with the employee experience. Organisations see employee and customer experiences as the biggest factor driving digital transformation initiatives, even over the technology and innovation agenda. Connecting employees and customers to intelligent technologies is dependent on integrated and accurate data, an area that most organisations recognise needs attention.

People are the most important part of digital transformation due to number of skills required throughout the journey. Organisations need alignment from the C-suite, by implementing a change-enablement strategy that allows people to share ideas and establish collaboration frameworks between strategists, designers, technologists and data scientists to collectively work together and implement those plans successfully.

Great CX should be able to scale. Automation, machine learning and AI will help here. Offloading the resource heavy parts of content production, personalisation and optimisation will help result in better employee experience and more relevant, high-impact CX, freeing up marketers and creatives to work on innovation and other high-value pursuits.

With an integrated customer experience management (CXM) platform and data that provide a complete view of their customers, brands can personalise customer experiences across every touchpoint at global scale. Removing friction points across the experience life-cycle helps maximise revenues and customer loyalty.

Avanade believes people, creativity and technology play an important role in CX, but great customer experiences start with a vision and a plan. Our unique approach combines human-centred design with the latest engineering principles and technologies.

Leveraging more than 700 UX professionals, 38 LUMA human-centred design practitioners, 4,200 business excellence and automation experts, and 3,500 analytics professionals, Avanade is ready to help you deliver great customer experiences. Offering CX and digital marketing solutions across strategy, design, analytics and AI, and technology services. Avanade can help you get started with an immersive CX workshop to meet you where you are and discover your path for successful transformation to a future-ready business.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Set Your Data Free With Web3

Set Your Data Free With Web3

In the first of our series of pieces looking at the top digital trends of 2023, lead web developer, Craig Wheatley, discusses what the current state of owning our own data is and how Web3 is revolutionising how it can...

Candyspace Media
Candyspace Media 1 February 2023
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more