We believe the goal of digital transformation is to simplify the relationship between the brand and its consumers. Technologies, processes, tools and methodologies are not the end, but the means to an increasingly relevant and successful customer experience.
Digital transformation is one of the main challenges faced by companies. The way technology has transformed society directly results in changes in consumer behaviour and interaction among society, and requires all industries and business sectors to adapt.
Digital transformation is an innovation process which companies must endure. While delivering more relevant experiences, they should focus on customer experience, and use technology as an instrument of change, while making digital communication the main form of interaction.
Consumers are increasingly connected, and hold in their hands a great power to influence. They are also more demanding, yearning for smarter products and services tailored to their needs.
The customer-brand relationship has been revolutionised by the internet and other digital channels. On the one hand, this has brought both parties closer together and facilitated communication, but on the other hand it has increased the expectation for immediacy among consumers, who now require accurate and instant answers.
Having a digitally focused, customer-centric communication strategy is merely the first step towards being fit for purpose in the new digital economy. More than communicating with consumers online, organisations are required to undergo a structural change where technology plays a central strategic role.