Digital transformation – getting it right for customers, colleagues, and commercial gain

By James Goldhill on 18 Jan, 2024

Businesses are under enormous pressure to provide a seamless journey across multiple sales channels – from in-store to online and everything in-between.

When the world went into lockdown during the Covid-19 pandemic, our attention was drawn specifically to the digital customer experience and many businesses had to scramble (and still are) to transform and transfer their services to online solutions that cater to multiple customers with complex needs.

There’s no quick-fix to becoming a digital-first company, and while the process of digital transformation may be complicated, the principles are quite simple.

Whether you’re laying the groundwork for digital transformation or midway through implementation, focusing on the three C’s of getting it right for customers, colleagues, and commercial gain, will keep your project on the right track.

Listen to James Goldhill, CEO at Paragon DCX explain why truly holistic digital transformation must be led with a clarity of purpose that wins hearts and minds across the whole business.

The 'other' three Cs of digital transformation

Consolidation

We live in a society that loves new things. Now, more than ever before in history, customers tend to be fickle and have a short attention span - they crave immediate satisfaction.

To keep up with changing customer expectations, you need both an innovative mindset and a future-proof platform that can easily adapt.

Technology stacks built organically over a long time period often include disparate systems that don’t integrate efficiently, resulting in fragmented workflows and data loss.

A digital transformation project to upgrade your legacy systems and consolidate your technical infrastructure can make a massive difference to your operational efficiency and deliver the digital experience your customers demand.

Content

A beautifully designed and well-built website, app, or platform, is powerless without well-written and thoughtfully-conceived content.

Entice customers on your site with content designed to answer their questions and solve their problems, and promote your products and services with simplified propositions that are easy to understand.

Ensure that content is tailored to appeal to prospects for each product and at each stage of the buyer funnel, and that your tone of voice is consistent across all channels.

Your content also needs to be well-presented. Consider what device or platform your customers are likely to be using and ensure that your content is optimised for engagement.

Customer journey

Making sure that your content is discoverable and easy to navigate is as important as the quality of the content.

Pathways for different audiences and services should be easy to identify and imagery, colours, and iconography should reflect your brand and draw visitors’ attention to key messaging. The user should be led on a journey that includes useful content, clear descriptions of service lines and products, proof points, features and benefits, supported by call to actions.

The best way to test your customer experience is to put yourself in your prospects’ and clients’ shoes – mapping out each customer’s journey will help you identify dead-ends and barriers to conversion which are often easily rectified with small, iterative changes to your site.

Let DCX transform your digital transformation journey

Getting started with digital transformation can, at first thought, seem overwhelming. But with an experienced agency partner like DCX by your side, one with experience of tackling complex business and digital challenges, it should be easy.

We know a thing or two about bringing digital transformation programmes to life, with great success, ensuring you're delivering for customers, colleagues, and commercial gain.

We'll work with you to deliver optimal digital solutions that will support your technical and business needs, and deliver ground-breaking, leading-edge experiences for your customers.