MAKE CUSTOMER EXPERIENCE A COMPETITIVE ADVANTAGE
“Use technology with intent and be more human in your interactions with your customers!”-says Brian Solis.
Next Consult had the pleasure of being part of the 11th edition of one of the biggest tech conferences in Bulgaria - DigitalK. This year the event was held under the slogan “Deep dive into the future” and explored the evolution of digital transformation.
The conference, which took place in Sofia in May, gathered hundreds of guests and dozens of speakers and untied them around the topic of what the future of technology holds and how it will affect the business. They shared their insights about how companies can become more profitable, more efficient and sustainable by leveraging the power of technology and innovation.
The inspiring conversation between our Managing Partner Orlin Dochev and the world-renowned digital anthropologist and futurist who serves as VP, Global Innovation Evangelist at Salesforce - Brian Solis, was the opening act at the conference.
2022 is a year of speeding up change and companies from all industries are looking to increase efficiencies by automating internal and external processes with different IT solutions like CRM, ERP, BI, Marketing Automation, RPA, etc. They are all consumed with the big question of how to provide impeccable customer experience, how to optimize resources and increase productivity. In other words, how to become ready for what the future holds.
Inevitably, this discussion brings about the question of what exactly is the meaning of digital transformation nowadays?
“The transformation of business and operational processes using digital as a means to do today what you could not do yesterday. Using digitization to improve everything that keeps you in business, helps reduce costs and helps free time for employees. Transformation is like innovation-finding opportunities to use technology to create net new value.“, shared Brian Solis.
We are living in a digital-first era and people will be spending more and more time online. We must be ready to constantly shift our business models, recruit and retain the best talent, and upgrade our skills in order to stay ahead.
“Companies are now competing not in terms of their product or service, but rather, in terms of the experience and added value they deliver to their customers.” , said Orlin Dochev.
According to Salesforce research, 88% of customers say that the experience a company provides is as important as the products and services that they sell.
So how to become a customer-centric enterprise through digital transformation?
“You are essentially designing for how someone is going to think and feel. Therefore, becoming a human-centric organization is not an option. Why digital transformation? It is human-centered.”, explained Brian Solis.
A practical lesson came out of the interview with Brian and Orlin - USE CUSTOMER EXPERIENCE AS A COMPETITIVE ADVANTAGE. Companies should use data and gather insights directly from their customers and base their decisions on them to design and deliver high-impact customer journeys. That means reimagining every touchpoint that a company currently has with its customers and creating opportunities for new touchpoints.
Whether it is the supply chain, marketing, or service - it all comes down to the experience your customers are going to have and the relationship you are building with them.
“This is an opportunity to use technology with intent and be more human in your interactions with your customers!”, added Brian.
Have a look at the full conversation between Orlin and Brian below:
