To grow your business in today’s on-demand economy, you must provide a client experience that is not just “okay,” but extraordinary. If you’re just satisfying your customers, they’re going to leave you the moment someone else offers them something better.
You must create “raving fan” clients by continuously innovating and adding more value than your competitors. (Discover 7 ways to create raving fan clients.)
But how do you accomplish this? The answer lies in the details of everything you do as a business. Because your customer doesn’t just interact with your brand on a phone call, or from seeing one advertisement. Every single touchpoint – your website, your e-commerce, your customer service representatives, your social media posts, etc.— aggregates into a single journey that they have with your brand.
That journey is their experience. It is 100% unique to each customer, but in order to create extraordinary client experience for everyone, no matter their journey, you have to cover all of your bases – ensuring every single touchpoint is not just meeting expectations, but exceeding them.
And consumers today aren’t easy to please. They expect seamless and elegant digital interfaces and highly relevant content, across their devices (e.g., phone, tablet, desktop) and social channels.
Marketers and business owners like yourself are struggling with how to deliver against these expectations, and they’re also trying to figure out how to stave off digital-first upstarts who are disrupting traditional business models (e.g., Airbnb and Dollar Shave Club).
Is this you, and your business?
To help demystify digital transformation and the implications it holds for brands, Adweek, a leading publication in the brand marketing industry, conducted in-depth interviews with more than 30 senior executives at companies ranging from leading brands and agencies to cutting edge technology providers.
The resulting report, The Marketer’s Guidebook to Digital Transformation (pdf), offers valuable insights for business owners like you to build a powerful brand that will last well into this century and beyond.
WHAT YOU’LL LEARN
The report covers four major areas: 1) why digital transformation is a strategic imperative, 2) the essential role of technology, 3) the most important questions executives need to ask, and 4) the factors most critical to success.
It uncovers strategic insights based on lessons from brands and business leaders including Tony Robbins, Lego, MGM, Hilton, Carnival Cruises, Deloitte Consulting and more. Some of the biggest takeaways:
- Marketers have the opportunity to enhance customer experience in a way that until recently was impractical, if not impossible. Using large data sets and predictive analytics, marketers can fine-tune offerings to match each individual’s profile across their entire customer base.
- Sophisticated, cloud-based marketing suites enable one-to-one marketing at scale, delivering the right content in the right context to the right person at the right time. These technologies are the engine driving CX; they’re table stakes for every consumer-facing brand.
- Technological implementation is not the same as digital transformation. Without the investment in talent and culture, and a willingness to rethink operations and processes, transformation won’t succeed.
- Choosing the right partners is critical. Management consultancies are muscling in on territory traditionally controlled by creative and digital agencies. Their advantage is the ability to handle all levels of transformation, including tech implementation, talent, strategy and creative services.
The pace of change is accelerating, and successful companies are putting customer experience at the heart of their business strategies. Don’t be left behind – download your copy of The Marketer’s Guidebook to Digital Transformation to benefit from the best practices of marketing leaders who are evolving their brands to drive success through a customer-centric approach.
This report is an Adweek Insights publication. Tony Robbins is a partner in Beringer Capital, which owns Adweek.