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16 August 2017 | Ricky Chau, Vice President, Enterprise, Asia Pacific
In his latest National Day Message, the Prime Minister of Singapore touched on making the country “an outstanding place to live, work, and play” by making full use of IT.
When we surveyed organizations in Asia Pacific with 451 Research, we found this vision is already becoming a reality in the business sector. Customers are a key driver of digital transformation in Singapore and the surrounding region. 44 percent of businesses stated that customer experience was the top driver for digitizing business processes. Relative to this objective, 40 percent said they wanted to improve customer service. This is followed by 35 percent that aimed to develop innovative products and services and 34 percent that are looking forward to adopting digital engagement technologies.
As more organizations digitize to take their customer experience to the next level, it’s time to think about how to truly harness the potential of digital technologies for the benefit of the customer. Here are some key areas to look out for:
Complete the customer puzzle with data
In order to build deeper connections with customers, organizations need to create a complete view of customer data. They can consolidate data and use insights to drive analytics-based marketing programs. Companies can then personalize offerings for individual customers, leading to better results. The issue today is an abundance of customer data but no clear understanding of who customers actually are and why they act the way they do.
Hence, companies need to look for ways to make sense of the data and be able to act on it. Leveraging analytics to support decisions on reaching customers is the key to unlocking competitive differentiation. Apart from deploying advanced software or digitizing operations, companies must also transform business processes and create a “customer-centric” business culture.
Make customers’ lives easier with flexible options
In his message, the Prime Minister also observed that there are “more smartphones than people” in Singapore today. As society becomes more connected, there is a demand for more convenience. Many companies today are now embracing self-serve options to create more seamless journeys for greater customer satisfaction. Take the examples from retail and banking. Apps that make shopping and banking easier have taken society by storm. Businesses can review their customer journeys to identify points in which processes can be automated—such as onboarding procedures. With technology, organizations can also deliver better human-to-human interactions. Mundane tasks could be automated to free up customer representatives’ time to be better trained and directed to handle customer requests on a customized basis.
Look at the customer journey end to end
In our omni-channel world, customers no longer interact with brands from just one touchpoint. A typical buyer’s journey can comprise learning about a company on social media, researching more about similar offerings on the Web before making a purchase on a mobile phone. That is why companies must digitize and tighten up processes in every aspect of the business. Pay attention to basics like in-store and call center experiences, as well as those through websites and on mobile. Then, talk with customers and customer-facing staff to see how these pieces fit together. Work to smoothen out any friction points in the journey so that customers will keep coming back to you for more.
In this battle of customer experience, only organizations that can make sense of data, give customers the flexibility they need, and deliver a seamless, holistic journey will succeed. Partner with a reliable IT service provider that understands customer experience to map out your digital transformation journey. To see where you stand, find out more in this 451 Research Report.
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