How digital transformation impacts the customer journey

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By Genefa Murphy, chief marketing officer, Micro Focus

Over the years, the customer journey has been depicted as everything from a clear linear path to a Chutes and Ladders game board, and most recently as an infinite loop. Marketers and business leaders alike are constantly looking for ways to optimize and refine the customer journey to ensure maximum returns on investments. 

It would be difficult to come across an enterprise today that isn’t going through a digital transformation — with the goal of optimizing and improving the customer journey and experience.

But before starting to optimize the outward experience, it’s critical to look inward. Data shows that without the correct strategy and execution model, digital transformations often fail. Here’s what you need to know to do it successfully.

Prepare to transform while continuing operations.

In today’s enterprise, the reality is that organizations need to run the business while transforming it at the same time — there’s no pause button or clean slate. Similarly, most companies are not starting fresh when it comes to the technology stack that supports the customer journey. The majority of companies have made previous IT investments creating layers of technology that have built up over the years, from traditional mainframes to modern-day cloud and container-based infrastructure.

Rethink what ‘customer journey’ means.

Businesses need to accept that looking at customer engagement as a “journey” is outdated. A journey implies that there is an end point, but the customer journey doesn’t end after the purchase. It includes the buyer’s opinion of the product, the service, and the company long after the purchase has been made.

Prioritize your transformation outcomes.

Through years of working with enterprise customers, Micro Focus has come to develop an approach that we refer to as “smart” digital transformation. In order to succeed, it’s critical to take a thoughtful and pragmatic approach, which allows you to balance risk and reward. Smart digital transformation comes down to four key outcomes:

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Speed — Deliver at high speed with low risk.

Agility — Leverage hybrid technology to simplify your IT transformation.

Security — Secure what matters most.

Insights – Lean on data and analyze in time to act.

It’s important for the business to prioritize which of these initiatives yield the highest return right now. That focus will show success and quickly enable you to move onto the next challenge rather than trying to do everything and failing.

Identify critical IT functions.

Make sure to optimize the end-to-end processes that support IT. Consider what are the critical functions, which integrations and data exchanges matter most, and how is it possible to optimize end-to-end feedback loops to deliver a structured and scalable approach that enables digital transformation (DX) while also ensuring IT costs don’t spiral out of control.

The IT4IT framework maintained by The Open Group provides a blueprint for enterprises wanting to scale smart digital transformation by helping them identify which value streams in their organization are the most costly and which could stand to be optimized either …read more

Source:: Business Insider

      

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