These days the term ‘digital transformation’ gets thrown around a lot as organisations try to maintain their competitive edge and struggle to adapt to the ‘new normal’.
Although the world was already going digital, the impacts of Covid-19 have further accelerated the trend. Almost overnight, organisations have found themselves with large numbers of staff working from home and a rising need for digital solutions such as those we provide here at Docuworx.
However, as companies try to progress at breakneck speed, they are often neglecting something very important, the customer. To truly benefit from digital transformation, organizations must keep customers – not technology – at the centre of their efforts. But how can they do so?
A cautionary tale
In 2018, US fast-food chain Shake Shack pulled the plug on its cashless stores following customer backlash.
Shake Shack thought that customers would enjoy the speed and convenience of ordering via a kiosk, paying with a card and getting a text when their order was ready.
Customers felt otherwise, flocking to Yelp to complain that the kiosks inhibited their ability to customize their orders, were inconvenient for those that preferred cash, and did not actually speed things up at all.
“The kiosks are also supposed to make things go quicker, but the wait is even longer,” one customer wrote. “I understand it’s 2018 but that doesn’t mean at all that everything has to be computerized and automated.”
The lesson here is simple: Shake Shack failed because it pursued digital transformation for its own sake rather than seeing it from the customers’ point of view.
Being customer-focused pays off
Recent research by Deloitte looked at how a customer-focused mindset is crucial in an ever-changing technological landscape. Deloitte identified four key areas in which companies that take a customer-centric approach will be able to realise tangible benefits. They are:
Profits: Happy customers spend more. 62% of B2B customers have purchased more from a company after a good customer experience
Loyalty: Customer spend grows with trust. Loyal customers spend 67% more than new ones.
Cost: The cost of serving satisfied B2B customers can be up to 20% lower.
Referrals: Positive experiences drive business. 83% of customers will be happy to recommend a company if they are satisfied with it.
A success story
A leading software company and long-term client of Deloitte was facing challenges with regards to customer service and as a result, it had a low Net Promoter Score (NPS).
NPS is an important metric used to measure customer experience success which measures the loyalty of customers to a company or brand using a single question: ‘How likely is it that would recommend [company] to a friend or family member?’
A score is then reported with a number from –100 to +100, with a higher positive score being more desirable.
Recognizing the issue, the software company began a transformation journey which involved creating new customer success roles, adopting a new digital platform, and including customer success in C-suite-level decision making.
Following this multi-year transformation, the stock price of the company more than doubled, revenues increased by 20 per cent, and the NPS and customer satisfaction scores rose by 7 – 12 points.
My area of focus
Seeing the rising importance of digital technology, I recently joined the team at Docuworx, which is Australia’s only Platinum Partner of world-leading documentation management and workflow automation software DocuWare.
With over a decade of experience working with schools, my specific area of focus is education providers. As outlined above, I believe it is crucial that schools embark on their digital transformations with their customers firmly at the center of their plans.
After speaking with several key decision-makers from various schools and colleges, I have identified three key areas in which they are currently facing challenges: enrolments, accounts, and staff and student records management.
Unsurprisingly, all three of these areas are closely connected with customer experience.
For example, consider staff and student records management. We’ve all seen the numerous filing cabinets, shelves and storage facilities used by schools to maintain their records.
Now think of all the time wasted trying to find documents. If certain documents go missing, it can lead to a compliance nightmare and a sub-par experience for students. By going paperless, schools can eliminate wasted space and ensure documents stay safe and easily accessible at all times.
Undergoing a digital transformation can seem daunting, but it is something that is quickly becoming essential in today’s environment.
Leaders should begin the process by reflecting on the importance of customer success and asking themselves three questions, according to Deloitte. Those are:
- How do we make sure that customers get maximum value from us?
- How can we capitalise on the value realised by our customers?
- What can we enhance to create a more customer-centric digital transformation journey?
DocuWare’s world-leading software allows you to automate invoice processes, capture your businesses vital data, go paperless, and more.
To learn more about how Docuworx can assist your organization or to book a free trial, contact us today.