The value of customers in the digital age

Contributed by Cigniti Technologies.

The digital age is marked by the advent of technology and its usage to make the lives of customers simpler and convenient. Businesses, by nature and design, is dependent on customers to succeed and the digital age is no different. Rather it has increased the level of competition and given plenty of choices to the customers in terms of access, quality of products and services, cost advantage, speedy delivery, and variety. In fact, the process of digital transformation undertaken by businesses is premised on offering value addition to the end customers. The various technologies leveraged by businesses in this regard include cloud, IoT, AI, ML, predictive analysis, and big data, among others.

In the competitive digital landscape of today, companies that look after the interests of their customers and provide prompt and qualitative support are able to achieve ROI. Any glitch or vulnerability in the product or service can have adverse repercussions on the psyche of the customers. They are no longer satisfied with giving a long rope to the company dishing out shoddy products or service but instead turn to its competitors. No wonder, businesses are adopting software development models like Agile or DevOps to bring out products that are not only qualitatively superior but are customized to the needs of the customers as well.

Digital transformation services are geared towards delivering value addition at cost effective rates. They do so by employing the Agile model wherein the QA process is conducted alongside development. In a move ahead of the traditional waterfall model, Agile helps in the quicker identification of glitches thereby eliminating costly and time-consuming corrections later. Moreover, given the demand for Continuous Integration and Delivery, businesses are looking at the DevOps model where the entire organization is made responsible for the final quality of the product or service. This approach of digital transformation services rightly encapsulates the importance of customers for businesses.

Delivering a better Customer Experience or CX has become the final arbiter for businesses to stay competitive and achieve ROI. It leads to a slew of outcomes such as better customer retention, increased sales, lower cost of customer acquisition, and reduced operating costs. Any digital transformation strategy should aim at leveraging the trending technologies to streamline workflows, innovate, add value, accelerate time to market, and deliver the best customer experience.

How good customer service can help businesses?

The digital transformation solutions implemented by enterprises should be underpinned on delivering good customer service. The benefits of implementing such solutions can be multifarious.

Customer retention: Customer acquisition can be a long drawn and costly affair encompassing running sustained marketing campaigns. However, customer retention is relatively cheaper and requires implementation of a robust customer service. Your digital transformation framework should be able to capture customer queries quickly and pass them on to the right business arm for redressal. Good customer service will help you retain customers, which otherwise can drift towards your competitors in no time.

Word of mouth publicity: Many potential customers are not swayed by the advertising blitz but listen to the feedback from actual users. Thus, if the customer experience is good, the business can gain immensely from word of mouth publicity. Happy customers can help to build trust among your potential customers. Conversely, bad customer experience can leave your customers unhappy, angry, and frustrated. The consequent bad-mouthing of your brand, product or service can be damaging to your reputation and profitability. Remember, bad customer experience can have a greater potential to damage your business’s credibility.

Competitive advantage: How do customers choose one product over the other when both have similar characteristics, quality, and cost? The answer is how well the business developing that product responds to the customer queries and complaints. In fact, customer experience can be the ultimate differentiator for customers to choose a product over its competitor.

Good customer service is better than price: A successful enterprise digital transformation should deliver good customer service. It should ensure the product or service functions to its optimum level in its end-to-end development cum delivery cycle and beyond. Remember, customers are willing to pay a premium for good quality service even positing it ahead of cost.

Conclusion

Customers stay at the core of every business and drive them to adopt new technologies, streamline their workflows, make their delivery systems hassle-free, and enhance their customer service. No wonder, every digital transformation initiative should be geared towards ensuring better customer experience.


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