How to get digital transformation right

Laurence, CEO

Don’t forget your people

There are a lot of misconceptions and preconceived notions about digital transformation, the most popular being that it’s a purely technical challenge. It’s the major barrier we see time and time again that companies often fail to realise, or perhaps forget, it’s about people as well as technology.

Involving your people is the key to success when trying to digitally transform your business. Without them, you risk disrupting and alienating your employees, damaging the culture along the way, which will inadvertently impact on your brand and the experience around it.

Journey mapping is an incredible source of insights. They help businesses to understand the customer journey from beginning to end.

Don’t let budgets hold you back

As organisations continue to cut budgets in a bid to make savings and become more agile, the marketing department is always the first to suffer – resulting in a “do more with less” mentality. But a limited creative resource isn’t a dead end, it should actually counteract the lack of money by encouraging companies to think more creatively.

We’ve been exploring the idea of journey mapping with our clients to ensure their brand experience truly delivers the brand promise and the interactions are true to the brand. Journey mapping is an incredible source of insights. They help businesses to understand the customer journey through all the touchpoints available to them, both online and off. Mapping out a series of events and interactions that lead to the perfect outcome for both you and your customer is the most natural way to identify and prioritise the improvements needed to your brand experience.

Remember your customers’ habits

We are all creatures of habit. We’ve become accustomed to using mobile devices as part of our day-to-day routines. Smart brands recognise this and adapt their brand experience to fit our behaviours. Despite the obvious up-front cost, apps are a key way of achieving this.

Designing apps that are used frequently by the customer breeds familiarity with the brand and lessens any friction in the overall brand experience. If a customer wants to contact you, they’re more likely to do so via the app than the call centre. The upfront cost is invariably off-set by the long-term intergration a brand can achieve by aligning their brand experience to a customer’s behaviour. We applied this same thinking to our work with The AA.

The AA - digital transformation

Make “channel mixing” a part of your strategy

It’s not just the deary weather that’s to blame for the fewer crowds in the January sale. As our consumer behaviours change so does the mix of channels that we use. There is now a vast, complex and fragmented mix of channels available to us, so instead of hitting the streets to shop we’re choosing to head to our digital devices. But it’s not just the retailer’s own website that need to be seamless in the brand experience. Knowing all the channels your customers use, be it third party sellers, in-built social platform shops or your own website, is key to a clear distrubition strategy.

According to Forbes, these omnichannel consumers tend to shop more frequently and spend 3.5 times more than the regular shopper. The key is prioritisation, using journey mapping as your starting point to gain focus. That said, ubiquity will always be beneficial so consider clever partnerships (like Amazon) to help reach new markets.

Ask these questions before partnering up

Team rapport and chemistry is key to any partnership. Before working with an agency to improve your brand experience make sure you ask these 3 questions:

  1. How open are they to co-working teams?
  2. How do they ensure a profit and what barriers do they experience here? How can we ensure the relationship is mutually beneficial?
  3. What work from other agencies do they admire?