5 Ways to Champion Effortless Digital Strategies

Successful organisations understand not only where, but how, technology can make lives easier. That’s why contact centre leaders who prioritise their digital transformation journey are better suited to recognise and meet customer and employee expectations.

In TTEC’s webinar, Accelerating Digital Transformation to Enable Effortless Experiences, customer experience futurist, Blake Morgan, discussed what approaches are needed to a more manageable, faster and human digital experience.

Here are 5 key takeaways on what is needed to create an effortless customer and employee experience.

#1: Make it customer-centric

Customer experience cannot be confined to one role in the organisation, the mentality that every action should benefit the customer needs to be championed daily.

The Amazon’s of the world are successful because their customer-centricity is engrained in their culture. There is no magic formula to them coming out on top. The simplicity and ease of use during every step of the customer journey speaks for itself.

One method is investing in the back-end of how products and services move through a supply chain in your organisation.

Companies who spent the time to modernise their delivery systems are dwelling much better in times of uncertainty where traditional shopping is not viable option. Consider how you can make it easier for your customers to get the same brand experience without ever stepping foot in a location. 

But don’t forget, the digital journey needs to be as much about the employee experience as the customer. Make it clear how the advancements being made will make their job easier instead of instilling fear of it being replaced by technology.

It’s important to recognise that this can be a new and complicated journey for many. Take the small steps to make employees more comfortable.

#2: Become seamless inside and out  

Breaking down siloes may be a tired call to action, but it’s key that your customers don’t feel like they are dealing with a different organisation with each interaction.

This is easier said than done, but the biggest obstacle towards a frictionless digital experience are departments that are uncommunicative with each other. And it’s especially heinous in a future where remote work may physically divide us more than ever.

Consider how different devices and channels can all work together to connect all points of the buyer’s journey into one seamless experience.

#3: Rethink leadership

Digital transformation is more than a technology issue, it’s a cultural issue. Management that is resistant to change can be one of your biggest threats towards modernisation. You need to rethink the leadership that is driving your organisations thought leadership and development.

This is what Morgan calls, ‘transformational leadership’. It’s traits a leader needs to drive change:

Energetic: They have the charisma to get a room excited for change. It’s about positivity.

Neighborly: They are highly approachable. A neighborly leader is easy to share operational concerns or ideas with.

Good Judgement: Things will not always go according to plan. Leaders need to be able to call the shots when hardships arise for customers and employees.

Problem solving: They cannot be complacent. Leaders should not rest on their legacy, they need to focus on the problems that come with tomorrow.

Go-Getter: They build trust simply because they do what they say. This is crucial when committing down the road to digitilisation.data privacy and security entails for their customer experience. A mishap can happen anytime, and there needs to be accountability and empathy.

The leaders you choose need to be fully involved in the digital transformation journey. Pioneering brands need leaders who work on the ground floor with technology and understand what’s best for all departments, not just theirs.

Technology cannot be deployed for technology sake. Leaders need to consider how all choices down the road will impact everyone’s experience. It doesn’t need to be perfect at first, but no one should be left behind.

#4: Champion security accountability

The internet is far from a perfect world. Data leaks, scams, fraud and misinformation are the all-too-real risks of a digital world.

Progressive companies need to create a code of ethics around what data privacy and security entails for their customer experience. A mishap can happen anytime, and there needs to be accountability and empathy.


#5: Personalise now

Customers are willing to give away information if it means a more tailored experience. Data in exchange for personalisation saves time and creates enjoyable moments of surprise.

Our customers are becoming accustomed to brands who use machine learning and AI to create new content based on their past interactions and taste. These extremely personalised experiences serve up both familiar and new experiences that create moments of delight and loyalty.

Utilising technology to better understand your customers can create a very connected relationship between brands and people. Show them that you know them.

No time for hesitation

For companies that want to evolve, it’s necessary to keep pace with digitilisation. This means understanding how every step of the journey for your customers and employees is worth it.
If you wish to learn more about what it takes to deploy an effortless experience, listen to the full webinar, Accelerating Digital Transformation to Enable Effortless Experiences, today.