What exactly does this mean? – Transformation defined, by Dicitionary.com– A change in appearance, form or character.
I think this is the key to beginning a digital strategy is to have an idea of where you want to be with respect to
- servicing your clients
- improving your current internal processes
- defining your marketing goals and objectives
- how technology will facilitate this process
- being able to see a noticeable difference in your company
- planning with respect to your company representatives
- getting your clients onboard with the new changes and exceeding their needs
On the surface it looks like every other marketing campaign out there. However, as I go deeper on the digital front I am seeing more of a shift from traditional marketing messages and metrics to a whole new way of looking at things.
We are trying to create an experience!
At Your Company
It is critical that this experience includes internal processes. In the past, the focus was totally on the client and as a result a number of key processes and technologies were never addressed because no extra value could be proved. Now with the focus on more customer experience, it is imperative that employees are empowered through increasing knowledge and access to the most current tools.
There is a lot of disparity with respect to client needs. All of your clients and vendors are trying to upgrade their processes and continue to find and develop new processes to improve their own businesses. Many clients don’t know what they really need and others are finding it difficult to do business everyday. Digitally speaking, this is where companies must work closer than ever to insure their customers are successful. In the past, this type of information may have been taken for granted too much. Today, everyone needs to know much more about their clients.
What does it take?
It really starts with the leadership of the company. The vision needs to come from the top of the company. This person is the key person in determining what the future will look like for the company. We are seeing a lot of strong leaders growing up rapidly in this era. These people are doing their homework and are getting out and looking at the needs of their workers and clients. In addition, these people are taking this information and formulating it into a strategy. It is here that transformation can take place. The takeaway here is that we cannot work in a vacuum. Regardless of your position, you owe it to yourself to get involved and know where your company is headed. Digital is not another marketing campaign. It is a new way of thinking and acting. Are you ready?