To think about digital transformation is to think about the relationship of a brand with its consumers. Technologies, processes, tools and methodologies are not the end but the means to an increasingly relevant and successful customer experience.
Digital transformation stands out as one of the main challenges currently faced by companies. The way technology has transformed society directly results in changes in consumer behaviour and interaction among people, 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, use technology as an instrument of change and make digital communication the main form of interaction.
Consumers are increasingly connected and hold in their hands a much greater 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 immediacy among consumers, who now require accurate and instant answers.
In this context, having a communication strategy ready for the digital universe has become merely the first step towards adapting to this new reality. More than communicating with consumers online, in the current scenario organisations are required to undergo a structural change where technology plays a central strategic role.