5 TIPS TO HELP YOU KEEP PACE WITH YOUR CUSTOMERS

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Digital transformation




One-click buying isn't just reserved for online shoppers. It has also become the expectation of customers purchasing commercial grade equipment for a small or mid-sized company. Changing demographics and advances in technology both play a role in the  evolving needs of your customers. The question is can you keep up?

Whether your company is business-to-business (B2B) or business-to-consumer (B2C), small, mid-sized or enterprise, the approach to matching your customer's evolution is remarkably similar.

Here are five areas of focus to help your business move at the same pace of your customer or even a few paces ahead.

#1. Define the end-line vision

Many organizations fail to fully leverage new technologies and bridge the digital gap because they lack a defined vision of where they want to be. They have short-term goals but no overarching end-line vision. The result is minor improvements and tweaks to processes, but the organization is always playing catch-up and is vulnerable to disruption from more agile competitors. You need a vision of where you want to be, with clear, tangible goals and objectives. Transformation is about the value you wish to provide to your clients and customers, the technologies that will help you achieve those goals and how you measure performance along the way. Without knowing the current state of your company and a clear vision of where you are headed, any talk of evolution and change is empty rhetoric. 

#2.  Rediscover your customer

How well do you actually know your customers? While quarterly customer satisfaction surveys and annual focus groups are great, with today's technology, there are new methods that give a holistic picture of your customers' needs and wants. Too often we only focus on understanding the expressed needs of our customers instead of their latent needs. With the sheer amount of data now available, applying advanced analytical capabilities can bring insights that we've never had before. Satisfy the expressed need and you have a business. Satisfy the latent need and you're building an empire. Understand the difference and balance the two accordingly.

#3. Evolve your customer engagement strategy

Is your sales and marketing organization shifting to deliver on your new set of customer expectations? Is the event marketing or large point in-time marketing campaigns still a significant portion of your marketing budget? If so, you should check the return on investment of those activities as in many cases, they might prove to be less effective. With the accelerated adoption of CRM and the addition of powerful marketing automation technology , the cost to acquire and retain customers has become more profitable. Add the improvement in customer and campaign analytics and it's no wonder why today's marketers and sales professionals are under heavy scrutiny to prove that their worth is equal to or greater than rich, trigger-based content delivered through a seamless experience that is personalized specifically for the buying customer.

#4. Transform based on client and consumer digital adoption understanding

The last 12 months has seen a considerable increase in the usage of digital channels and technologies to work, connect and shop. Many of the digital habits picked up during the pandemic are here to stay and expectations are higher than they were before the pandemic. Businesses need to bridge the digital gap by transforming based on their customers' digital adoption. You should align your transformation goals with your customers' needs and focus on how you can provide value throughout the entire customer experience. That requires a deep understanding of your customers, preferences, digital adoption and expectations. People want to be able to contact businesses through the channel they prefer. It's on companies to ensure they have the digital infrastructure to meet that demand.

#5. Integrate data and AI into all processes

We're in a new age of technological development. In previous decades, new technology was developed and deployed to perform a function until it needed to be upgraded or replaced. Now new technologies like AI are continually learning and using data to become more efficient and effective. The real opportunity for organizations is to embed these technologies into business processes to gain additional efficiencies. AI can be integrated with other enterprise software, analyzing data and making decisions minute by minute and day by day. This expands the boundaries of automation. More advanced repetitive tasks can now be taken care of by operationalized AI. The scope of what automation can achieve is much broader, facilitating a more powerful transformation and allowing for exciting edge cases.

Bridging the digital gap is only possible with a broad, all-encompassing transformation. Technology alone is not enough, and a siloed approach is doomed to fail. Leaders need to take ownership, ensure buy-in at all levels, and pursue a transformative vision of where the company will be and how it will improve the lives of its employees and customers.


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Written by: Antony Moturi


DJ | Social Media Specialist | Online Marketer | Content Creator | Sound Engineer

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