Some useful knowledge
What is Organisational Transformation?
Organisational transformation starts when an organisation becomes conscious that it needs to change something about itself. The main triggers and motivations for a change are always due to internal and/or external factors. Typical internal factors could be: higher than usual staff turnover, loss in productivity and motivation, rapid growth, merger and acquisition or the launch of a new service / business approach. Whereas external factors could be: increased competition, changing market conditions or a new regulation introduction.
The magnitude of the change could be minor, with for example the improvement of a business process in order to better serve a particular customer segment. Or the change could be major if the company decides to reinvent its purpose by creating new business lines or by changing its activities completely.
In summary, transforming an organisation can mean to change or transform its: processes, technology, departments, people, image, culture and/or purpose.
Digitisation vs Digitalisation – is it not the same thing?
Digitisation is actually a pre-requisite for digitalisation. A simple example of digitisation could be: going from a paper invoice format to a PDF invoice format because we go from physical to numerical format. Whereas digitalisation is the different processes that are put in place with the use of already digitised information. If we stick to the same invoice example; we could imagine an organisation that would share PDF invoices with its clients via automated emails or via an online customer space.
What is digital transformation?
Digital transformation is the integration of technology and digitised information in an entire organisation. The most common reasons for such shift are the need to: anticipate and respond adequately to clients' changing habits and growing expectations in terms of services, increase internal efficiency, reduce operational costs, differentiate from competitors through digital products and services or ensure the own survival of the organisation.
Technologies such as: Big Data, Internet Of Things, Cloud Computing, Blockchain, Artificial Intelligence, or Virtual Reality can all be used to enable this process of digital transformation.
However, digital transformation is not only about technology and processes but it is actually an entire cultural shift. The way the organisation operates and delivers value to customers incarnate this change. It also means that the organisation should be ready to continuously challenge the status quo, experiment and get comfortable with failures.
What is Customer Experience and what can I get out of it?
Customer Experience is the sum of all interactions and perceptions a customer has whilst discovering and using your products and services.
Providing excellent customer experience has multiple benefits to both your customers and business such as: boosting revenue, increasing customer loyalty and satisfaction, generating positive word-of-mouth towards your brand and services and improving staff engagement.
Is Customer Service and Customer Experience not the same thing?
No, they are not the same thing and Customer Service is actually one component of Customer Experience. When we talk about managing or improving the Customer Experience we are looking at and acting on various elements within the company or organisation such as: strategy, internal organisation, staff competencies, company culture, IT tools, communication, processes to name just the most common areas.
What is a Customer Journey?
The Customer Journey is the path a customer or prospect takes whilst interacting with your company across any touch point. The typical customer journeys can be purchasing an item, asking for assistance, making a complaint, looking for information etc.
What is Omnichannel and its purpose?
The nowadays customers want quick and simple access to services across multiple channels in a seamless fashion.
They want a personalised relationship with their favourite brands without the need for repeating their story on and on at each touchpoint. The Omnichannel approach is there to address these needs.