Through all the hype, buzz and noise around “digital” there are some compelling reasons why organisations should be investing proactively in this area in 2015 to strategically grow their business.
Preparation for an uncertain, disruptive future
Mass market access to digital technology combined with new entrants aggressively disrupting traditional service delivery models means implementation of strategy is increasingly becoming tactical and variable. Digital transformation helps an organisation achieve competitive advantage by integrating business and IT strategy processes together to deliver a shared definition of what “good looks like” for different organisational stakeholders (including customers) in this dynamic environment. Previous approaches where such bottom line objectives were probably separate and often divergent are now unsustainable.
It “forces” an organisation to address difficult pain points in its existing operating model
Successful digital transformation should deliver an optimised operating model that enables a consistent, personalised user experience across different on-line and off-line channels. For many organisations it is likely there are underlying complex business and technical issues that need to be addressed for this transformation to succeed (poor data quality, ageing IT infrastructure and inflexible, unaligned working practices being typical examples). Dealing proactively with these strategic problems now mitigates future risks of an organisation narrowly focusing on user experience improvements to drive profitability because its structural issues have become too costly, too difficult to resolve.
It’s a buyers’ market right now for innovative digital transformation service
Many consultancies, system integrators, outsourcers, design agencies and start-ups are today passionately trying to sell their own digital transformation services. This is a great opportunity for organisations to lever these market conditions (i.e. “shop around”) to find the right solutions that deliver maximum tangible benefits specifically tailored for them.
If you would like more information about the issues discussed in this post, or how digital transformation can benefit your business, please leave a reply below, or contact the Sopra Steria digital practice
At Sopra Steria we create digital experiences that people choose to use. Service design is thinking about a holistic experience, engaging with the user at various different touch points and ensuring it’s not just seamless but meaningful too.
Understanding the changing market environment, analysing customer behaviour and how the customer will use and experience different services, we can gather insight that enables our digital teams to develop effective and innovative ways to engage with the customer. Our innovative thinking is nimble and we want to make sure our customers get the best competitive advantage when it comes to creating and building solutions.
Technology can provide the tools at every touch point, providing lean customer centric experiences. Such tech services can range from mobile and tablet devices that allow the user to interact with a service without the need for staff, or wearable tech that can personalise data and content just as they enter a certain location. Whatever the tech solution, understanding how and why the customer will use the service in context will ensure that the service connects on a visceral level.
Intrinsically motivating the customer creates loyalty and trust to a service or brand. Bringing the data and the tech together means that we can deliver a service that is enjoyable for the customer. So when we want to be innovative with our thinking and quickly respond to market trends, the customer trusts us and sees value in the service we are providing.
This is why I believe it’s not just about the product or the great piece of tech, it’s about the process. Whether the business goal is to save operational costs, support customer retention or enable staff to solve problems more effectively, the end result is simple – to create a positive and cohesive experience for the customer and the employee.
How do we even begin to ensure the process is right? Collaboration…
Let’s first define the two…
The experience the customer will have across all touch points (online and offline), covering the relationship between the customer and the brand, from sales to operations, phone call to online interaction.
UX focuses on the touch points with a digital interface, each a subset of the brand. UX encompasses how the digital experience makes a user feel and how usable that experience is throughout the entire process, before during and after.
Collaboration of UX and CX
Depending on what the customer or business requires, the work of the CX and UX person will overlap. In order to achieve a seamless experience the UX designer must first understand how the user will interact with the various touch points by gathering research, design and development material and aligning it to the customer journey map.
Collaborating together on the customer journey we can create experiences that enable contextually aware data to be gathered, understand the goal of the customer, what the user wants to achieve and ensure they enjoy a seamless experience from start to finish, whether they are online or offline.
So what do we call this holistic experience? Service design.