Digital transformation is a business approach that almost every company is now experiencing. The digital transformation process involves integrating technology (digital channels, devices) into all areas of activity. This transformation is more evident in changes in the business’s operations and the ways it provides value to its customers.
In a successful digital transformation, customer experience is one of the most critical areas that must be done correctly. In this article, we focus on the impact of digital transformation on customer experience, which has become inevitable for companies that want to do business in line with the times.
Using digital transformation to improve customer experience aims to make customers’ experiences, and therefore their lives, better and easier in their communication and interactions with the brand. However, this also means creating and leveraging valuable data that can be used across the company.
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Changing Interaction
By leveraging advanced technologies and data-driven insights, organizations can significantly improve customer experiences. This increases loyalty, satisfaction and job performance.
Organizations’ transition to ‘self-service’ options, personalized experiences and easier data query applications in the supply of their products and services leads to digital transformation advancing with customer experience.
Digital transformation involves integrating digital technologies such as artificial intelligence, cloud computing, data analytics and automation into various aspects of business processes. This advancement directly impacts the way companies interact with customers, resulting in a profound shift in customer experience.
It often involves specific digital tools and channels to deliver more useful, efficient and personalized experiences to customers. We can summarize these tools as follows:
- Chat robots and automated support systems
- Self-service online portals
- Personalize interactions with data analytics
- Interacting with customers through social media and other digital channels
Impact of digital transformation
The impact of digital transformation in terms of customer experience has been determined by research, both in terms of satisfaction and economic importance. According to the consulting company when digital transformation focuses on customer experience, it can provide a 20-30 percent increase in customer satisfaction and a 20-50 percent economic gain.
So, how to deliver a perfect customer experience with digital transformation? For the digital customer experience to be considered good and successful, these three basic conditions must be met:
- To ensure that the customer completes the transaction he/she wants to perform and achieves his/her goal successfully,
- Reducing the effort and time the customer needs to spend by providing a seamless and simple process,
- Creating a good feeling as a result of interaction.
Different sectors, different solutions
Just as digital transformation transforms the customer experience, customer needs in different sectors enable the development of various digital tools and applications around customer experience, which ultimately leads to these tools improving the customer experience.
For example; With digital transformation, the e-commerce industry increases customer satisfaction and loyalty with various technological solutions such as personalized shopping experiences, seamless channel integrations and special promotions.
Digital transformation in the banking industry improves customer experience with solutions such as user-friendly mobile banking applications, personalized financial services, artificial intelligence (AI)-based customer support and real-time fraud detection.
Digital transformation in the healthcare industry makes it easier for patients to access certain services with innovative solutions such as online appointment making, electronic health records, telemedicine services and AI-supported personalized care.
Healthcare providers’ remote patient monitoring using IoT devices and wearable technology, where objects are connected to each other, enables early intervention and increases patient confidence.
These examples underline the enormous potential of digital transformation to usher in a new era of customer experiences across industries. In conclusion; By adopting advanced technologies and innovative strategies, institutions have the opportunity to provide personalized, efficient and convenient services that meet the evolving needs of their customers.
This creates a brand new customer experience with creative solutions and strengthens better life expectations. Technology and meeting needs are two elements that feed each other and change each other alternately. It is exciting to think about what the future will bring in this sense.