Quels sont les principaux défis et risques de la transformation digitale pour l’expérience client ?

Leaders need to clearly explain why digital changes are happening, get everyone involved, and keep a focus on what customers want to make the whole process smoother.

Digital transformation often requires a shift not just in technology but also in mindset and organizational culture. Investing in employee experience can set stage for delivering great customer experiences. Each and every employee, regardless of their position must be informed and engaged with the process since democratizing the decision-making process boosts employee morale. It’s important for companies to also foster a culture of continuous learning, as opportunities for upskilling and reskilling help employees not only to feel valued by their company but also to maintain a competitive edge. For eg. Microsoft, under the leadership of CEO Satya Nadella, underwent cultural transformation by promoting a growth mindset and collaboration.

The disconnect between IT and Business about the vision and goals of the transformation can create one of the biggest blockers. In many instances, the need to replace old systems with sunset dates around the corner force organizations to start looking into transformation as a replacement activity. When doing so, they lose sight of the business goals and what can be achieved through a digital transformation project.

1. Resistance to change 2. Overemphasis on technology 3. Overlooking the human element 4. Poor user experience design 5. Continuous evolution of customer needs and demands 6. Integration complexes with legacy systems 7. Customer trust 8. Lack of clear strategy and roadmap 9. Data security and privacy concerns 10. Lack of skills, talent and capabilities 11. Budget constraints 12. Adoption of new tools and processes 13. Siloed structure 14. Ineffective change management 15. Technology obsolescence 16. Fragmented customer experience 17. Cultural shift 18. Unrealistic expectations 19. Limited understand 20. Cultural transformation

First and foremost, ask why a data attribute is needed. What’s the purpose? Use the negative test. If this data wasn’t available, could an existing attribute fill the gap? Second, what value will you generate for the user by gathering this data? This is required for compliance needs as well - you must use the data for the purposes for which it was collected. Third, don’t assume that data is free! While the cost to store data is low, the costs for cybersecurity and the regulatory compliance requirements should be factored in.

📊 El conocimiento del cliente es fundamental en la transformación digital, y comienza con un sólido gobierno de datos. La recopilación y análisis efectivo de datos permiten identificar el nivel de madurez digital del mercado objetivo. Con esta información, se diseña una estrategia que aborda tanto la transformación cultural como la digital, alineada con las capacidades de adaptación del cliente.🔄 La tecnología actúa como un habilitador estratégico, seleccionada en función de su capacidad para escalar e integrar procesos digitales con agilidad y precisión. 🚀 #TransformaciónDigital #GobiernoDeDatos #EstrategiaDigital #CulturaDigital #MadurezDigital #Tecnología #Innovación

Let's build a house of trust with customers' data, not walls first and privacy later. Privacy by Design bakes in privacy as the blueprint from the start. But trust requires more than blueprints - we need a dedicated "Data Defender" team to champion user interests, ensuring decisions never get made without putting customers first. Speaking of customers, let's empower them by transforming boring legal jargon into engaging "Data Trust Scores", like privacy nutrition labels conveying where they stand through gamification. And no house is finished with just building - regular ethical check-ups are like having a trusted friend audit that we're still serving customers right.

This is a very challenging area and needs special consideration. My advice is to align with GDPR as it sets the bar. Get professional help to conduct a thorough Data Privacy Impact Assessment (DPIA), and then formulate a privacy strategy from there. You will then be compliant with practically any privacy regulation and know how to implement the processes and organisational and product standards to get you there. You will also develop the artefacts that are required through the process.

While data is crucial for insights and innovation, it also brings risks like security breaches and customer concerns. Customers are increasingly wary of how their data is used by companies. To tackle this, organizations need robust policies for data governance, security, and ethics. They must be transparent, respectful, and accountable, giving customers control over their data to build lasting trust.

Your customers want options, and that means both digital and human interaction points. To deliver this, you need to have the foundational solutions in place that allow information to be available to your employees when they are providing your customers support as well as making self service options available. Integrations are a key part of making a multi-channel strategy a success.

It is true that collecting data from touchpoints, measuring customer needs, building seamless consumer journeys, relying on AI for improvement, and designing internal processes can help organizations improve their customer experience. However, it is important to note that these actions should not be taken in isolation. Organizations should also consider the long-term implications of their actions and avoid falling into the trap of short-term objectives or changes in company strategy. In addition, embedding a digital-first culture within the organization and implementing effective change management within the functions are key to achieving long-term success

This involves integrating various digital channels and touchpoints to ensure a cohesive customer journey. It also requires aligning internal processes and systems to provide a unified view of the customer. Challenges arise from the complexity of integrating different technologies, data silos within organizations, and ensuring that the customer experience remains consistent across all channels. Overcoming these challenges requires a customer-centric approach, clear communication, robust data management practices, and continuous optimization of digital processes.

We all have been there. We submitted a support request, complaint, or question via a website or app, and nothing came of it. Afterward, we take to social media, and within minutes, we get a response. Most customers hate to complain and publicly shame a company. It makes us feel like the villain and wonder whether we expect too much from companies. Yet, suppose the marketing department runs social media and responds in minutes while customer service is 5 million tickets behind schedule. In that case, we feel vindicated and as if no other choice exists. Thus, digital transformation projects need to ensure a consistent experience across channels. Otherwise, a single problem can trickle down through the organization.

Projects of this nature commence with the aspiration to "craft a genuinely immersive experience, placing consumer needs at the core." However, after just two meetings, the focus shifts entirely towards addressing internal stakeholder requirements and addressing deficiencies in legacy systems. The inevitable result is a compromised outcome. A more effective approach is to rectify internal obstacles before embarking on the experience creation journey. This approach yields two significant advantages: It resolves issues that could potentially adversely affect other projects. The resulting outcome provides an accurate gauge of the feasibility and performance of your idea, offering insights into the consequences of a suboptimal execution.

During my tenure at a recent company, we transitioned to a digital customer service platform to streamline operations. However, we noticed challenges, especially in the loss of personal interaction. For example, our high-end retail clients valued the personalized service previously provided by our customer relations team. The shift to digital, although efficient, felt impersonal to them. Additionally, the new system sometimes failed to capture the nuanced requests of customers, leading to misunderstandings and dissatisfaction. These challenges emphasized the importance of maintaining a balance between digital transformation and preserving the human element to ensure a positive customer experience.

In my experience- IVR and Bots are a frustrating way to seek support as a customer. They maybe delivering a layer of efficiency to the company but at the cost of time wasting for the customer. A few suggestions, - Have an escape route to connect with a ‘human’ at any step - Upgrade old logic based bots to run on LLM models. - Real time chats with real people helps the customer as well as increases conversions in the case of e-commerce.

Among the challenges that I have identified through lived experiences is to identify direct feedback with precision of identified non-verbal information. This component allows you to refine and complete the evaluations relating to the customer experience. Collecting feedback through digital channels is most often insufficient and deserves to be refined by direct interviews.

Wealth Management's next big trend is client-driven tech, with firms cautious of digital transformations potentially undermining personal client relationships. The focus should be on scaling advisors’ time and enhancing client experience, as the human touch will be key to future-proofing the industry.

When it comes down to it, there needs to be a solid balance between human and digital interactions in digital transformation. Digital tools offer convenience and efficiency, but they may also lead to frustration and a sense of isolation among customers. People often want some form of human touch for support and guidance. The key is to understand various customer needs and tailor digital solutions that enhance rather than diminish the customer experience. Additionally, training staff to use digital tools effectively ensures they provide the empathy, trust, and value customers seek, creating a good blend of technology and human interaction.

It's a top priority to adapting to changing customer expectations demands continuous updates to digital tools and a commitment to transparent communication about data usage. Success hinges on strategic planning, a customer-centric mindset, and prioritizing cybersecurity to build and maintain customer trust. With thoughtful consideration and diligent efforts, businesses can leverage digital transformation to create seamless, personalized, and memorable customer experiences in the evolving digital landscape.

One of the hardest parts of digital transformation is keeping up with what customers want. As customers expect faster, more personalized, and smoother experiences, businesses need to keep changing and improving. This means using new technologies, understanding customer data, and focusing more on customer needs. Businesses also need to be flexible and quick to adapt, which can be tough and may require changing how they usually operate.

Customers have to be involved at the starting point. Involvement of select customers or their representatives in innovation labs and contribution to the design of experiments and pilots will help to keep a fresh perspective on their needs. Simply monitoring and retrospectively adapting is not going to suffice to adapt quickly enough.

Digital transformation is a journey - so even today everything is great and relevant does not mean it will always will be. Look at recent events -november 2022 - everything changed in an instant and good enough wasn't good enough no more. So keep moving as technology advances forward.

When introducing completely innovative solutions, initial measurements can be challenging because people need time to learn a new way of operating. Early opinions about smartphones, for example, were not universally positive, and not everyone enthusiastically adopted such solutions right away. It's also important to consider the industry sector in which the transformation is taking place—some sectors will experience more dynamic change, while others may require a much longer period of inertia before the transformation takes hold.

As its said, what you don't measure, you wont improve. Hence organizations need to have well defined KPI/ metrics to measure what is good and not so good with regards to customer connects. One you have the data, draw insights and create actions for improvements accordingly

Digital transformation is an iterative process. Also chance are you're not hitting the home run on the first try. That's okay. Keep working and changing as you go - that way you'll get maximum results.

This is where AI and Machine Learning tools can be your friend, helping you make sense of your large, dis-organized datasets in order to drive actionability and insights. Organization need to drive data-driven Marketing & CX strategies using unsupervised & supervised ML techniques - things like segmentation analysis to key driver identification (those key indicators) to effectiveness modeling, etc.

You've highlighted a crucial aspect of digital transformation—measuring and improving outcomes to ensure that customer experience efforts are effective and aligned with organizational goals. Remember that digital transformation is a dynamic process, and measuring and improving outcomes is an ongoing endeavor. By consistently analyzing data, staying responsive to customer needs, and refining your strategies, you can drive meaningful enhancements to the customer experience.

Digital Transformation cannot succeed if the organization does to have a technology Transformation road map that alligns with the activities for Digital transformation. Further you need to have the right people process to support . Clear use cases ,business cases, trying to solve customer pain points, creating new business models, integrate to new ecosystems, innovation management and shared goals, KPIs to all stakeholders are other areas,activities to consider and follow for a successful Digital transformation and enhancing customer experience.

Strategies to mitigate some of the above challenges and risks: Focus on customer needs: Ensure your digital transformation efforts are driven by a clear understanding of customer needs and how they can be better served. Plan carefully: Develop a comprehensive digital transformation strategy with clear goals, timelines, and budget. Prioritize data security: Implement robust security measures and transparent data privacy policies to build trust with customers. Embrace an agile approach: Be prepared to adapt and iterate your plans as you learn from experience. Communicate effectively: Keep stakeholders informed about the transformation process and address any concerns promptly.

+ Plan - Do - Action - Check is never old when adapting new change. + Training and recruiting plan: not everyone love the ideas of automating everything, make sure the roadmap includes training, checking if the labor force is ready for such change + Intergrating: will the transformation adapts with the current system?

While it is good to consider risks and challenges Digital transformation for CX, we must not forget the impact of it on the Employee Experience (EX). During any customer-facing digital transformation, organizations spend too much time thinking about customers and how they will feel, react etc. But, too little thought is paid to understand how will impact your employees who also needs to learn, adapt and understand so they can serve the customers better. This is a common problem we see across industries due to silos or the lack of holistic understanding of CX and EX space.

Assim, no cenário futuro, onde as automações assumem as tarefas repetitivas, os humanos têm a oportunidade de se destacar ao serem verdadeiramente humanos. Ao investir no desenvolvimento dessas habilidades humanas, as pessoas não apenas garantem sua relevância no mercado de trabalho, mas também enriquecem suas vidas pessoais e profissionais, contribuindo para uma sociedade mais conectada, empática e inovadora. Portanto, o futuro pertence aos seres humanos que abraçam e cultivam o que os torna únicos: sua humanidade. Isso também é um pilar essencial para a gestão da transformação digital