Digital transformation is one of the most common and sometimes overused terms discussed in the business world today. Simply defined it is the adoption of digital technology by an organization with the goal to improve efficiency, value or innovation in products, services, or overall growth strategy of a company.
And it is really in the concept of technology adoption where the main challenge for most companies lies. On too many occasions we find that this adoption is carried out without prior analysis or study and investments are made in solutions that do not add any value to the service.
We have all heard recently that the pandemic has fueled digital transformation, and it really is: in a 2021 survey, 55 percent of European companies stated the COVID-19 pandemic has increased the demand for digitalization and 46 percent of companies reported that they have grown more digital.
In short, digital transformation is essential to a modern company’s survival today. It also drives efficiency and value for a company’s customer service function and can greatly improve customer support and experience for its customers.
Having worked with hundreds of companies over the years, we have learned that innovation and customer support that is not personalized or adapted to each company often fails to have a transformative and positive impact on the larger transformation of a business. When undergoing digital transformation, key decision-makers are advised to consider all the factors that will impact the customer service department and which digital technologies will be the most efficient. Most companies neither have the resources nor expertise to do this in-depth review with internal resources, which is why it is critical for them to work with an advisory or consultancy like Transcom to understand beforehand what solutions to invest in and implement. Without a clear overview of the digital solutions that exist in the market today, companies often end up losing precious capital by investing in the wrong tools and technology.
A good solution for one company could be a disaster for another. One size does not fit all when it comes to technological tools, customer service and support.
The companies that offer consulting or advisory services, such us Transcom, can provide a range of services that include:
If a company does not invest in making sense of all the data that is generated through customer service and experience, they cannot access valuable information to improve their business. There are undoubtedly many innovative solutions with the capabilities to transform customer service, and companies can be overwhelmed by such a wide range of solutions. For this reason, and at the risk of being repetitive, we always recommend carrying out a prior assessment to help establish the correct strategies. However, among all the possible solutions, I would highlight the following three that every company should consider when applying digital transformation to customer service/experience:
The analysis of the viability of these initiatives will always be a good start to carry out the digital transformation of companies, and together with an expert company in accompanying this strategy, the result will undoubtedly be much better.
Miguel Villaescusa, Country Manager, Transcom Spain