Published 28 Oct, 2019 4 minutes of reading
This year was catalogued as the year that digital transformation goes pragmatic. There is a need and desire for tangible outcomes, because customers continue to challenge companies to deliver value to their lives. Large enterprises can no longer keep guttering change due to technical debt and strategic inflexibility.
Looking into 2020 and beyond, organizations like yours need to adapt to meet these challenges. To do so, the solution is to deliver, adapt, and scale your digital experiences.
Let’s explore what this means.
Deliver omnichannel client experiences
The relationships that people have today with their smartphones encapsulates their relationships with technology. Delivering better experiences to people who are digital natives is the difference between them choosing you or choosing someone else to serve their needs.
For example, your company's mobile application needs to provide them with the same basic actions that your website provides. In the same way, your website should allow them to retrieve the same information that they put into your mobile application.
What organizations need—what you need—is consistency and unity of your digital experiences. If you offer a service, that service needs to be available on any device. If you communicate, your message needs to be consistent across all of your channels. Customers no longer focus on single channels.
Adapt to the customer context
An important aspect of successful digital transformation is building services based on customer needs. In the context of, for example, your website’s layout design, this means providing more personalized and relevant content to each person.
Relevant content is a key element to any good digital experience. Customer segmentation tools combined with content management help deliver information through any of your channels to the right customers at the right time.
Relevance + timing = good experience.
A good transactional experience would be buying movie tickets on your laptop through a website, and then accessing your tickets from your smartphone. If you revisit the site, open an email confirmation, or use the movie theater’s mobile app, there should be little to no friction between you and your tickets.
Within that entire experience from start to finish, context is everything. When you first visit the site and haven’t bought your tickets yet, the theater could offer featured movies or ticket discounts.
After your initial ticket purchase, the context changes. When you open the mobile app, the same featured movies and ticket discounts are less relevant. These offers are not bad, they’re just out of context.
Relevant content is better content.
If the app instead offers you food or beverage packages, those are more relevant to your particular moment in your particular customer journey. The familiar maxim “Content is king” is wrong. “Context is king,” because in better digital experiences, it is the context that informs what content you should display to different customers.
Scale your content management with governance
Improving the user experience can sometimes appear ambiguous, but relevant content helps and empowers customers to take action, such as making purchasing decisions among your products and services.
Good content management, then, is a joint effort where teams across different areas of your organization contribute their knowledge and craft content that delivers value.
In order to do this, having a scalable system that organizes these content generation processes across your organization is key. When you have control over your content, with hierarchies that allow you to orchestrate the work among your teams, you have achieved true digital governance.
Achieving governance means you deliver content that is clear, useful, and appropriate. Ultimately, it means achieving your business objectives.
Conclusion
The pace and rate of change across many industries is not slowing down. The market is not getting more forgiving. The only way to meet the challenge of delivering better experiences is to invest in the right tools and solutions that deliver real value. You need solutions that deliver consistent customer experiences regardless of your channel, in every context.
One way to unify your experience management is to integrate your digital channels within a single platform.
That platform should allow you to manage and deliver consistent, easy-to-implement experiences for your customers. It should allow you to segment customers based on their profiles and actions.
That platform should allow your teams to understand customer context and deliver value in an easier way. It should empower them by reducing dependencies and clarifying their objectives.
That platform should integrate with your core systems and microservices and allow you to govern all of your digital channel processes and unify your customers’ experiences.
Modyo helps you achieve consistency by facilitating the management of all of your digital channels and content within one place. Managing all of your digital channels within the Modyo Digital Experience Platform alongside our decoupled, headless content management system makes it easier to provide content in the right contexts, and we designed Modyo for large organizations that need solutions that scale.
If you’re searching for a solution to some of these problems, sign up for a demo and let us show your all of this and more. The sooner you take action and face these challenges, the sooner you start delivering value to your customers faster than you ever thought possible.
