Digital Transformation II

July 10, 2017
Posted in IPI BLOG
July 10, 2017 IPI Solutions Limited

Today on our blog post, we are going to look at how digital transformation has yet been shaping some other aspects of a business. Digital transformation has been impacting the customer service and marketing section of businesses positively. We would know how digital transformation has improved customer service and the marketing field.

The Impact of Digital Transformation on Customer Service

“We are in a post-sale, on-demand, attention economy.”

“In transformation, post-sale engagement becomes extremely important,” notes Wang. “We are in a post-sale, on-demand, attention economy. What people don’t realize is that everything that comes after the sale is now more important than just the sale because in an on-demand economy, instead of buying the whole thing, you’re accessing and not owning.

“You’re buying smaller and smaller pieces of a product, service, or experience. So, customer service and customer success is really about all of those things that get a customer to come back and renew. “So we see customer service as not just that continuing engagement and customer success. It’s about developing loyalty and creating relevant engagement points so that people come back. It’s also about issue-to-resolution, which is the original point. But, it’s more than just the resolution. It’s about understanding what the customer really needs, driving a demand signal and helping people design new products and services.

“People say customer service is part of marketing, customer service is part of sales, customer service is part of commerce. Really what they’re talking about is anything and everything happening after selling to the customer. That process requires a lot of care, especially when we think about what happens in digital transformation.”

The Impact of Digital Transformation on Marketing

“The way we do marketing today is about to be changed, you don’t have to guess anymore.”

“A lot of marketing has been based on gut-driven decisions. But in digital, you see what really happens, not what you think people are going to do,” notes Wang. “And because you get that level of a signal, the signals you have are so rich, that you can cut out a lot of the false-positives and false-negatives. So when you run a campaign and do an A/B test your immediate reaction is, ‘I’m going to do an A-to-X test because I can. And I can deliver mass personalization at scale.’

“You can do things that you couldn’t do before because you’re seeing things happen in real-time. And that changes not just how you service a customer and in terms of the brand perception, but it also changes the types of experiences and immediacy of experiences that you can deliver to customers. Plus, it changes the way you alter campaigns in the process because you understand the impact of context in those campaigns.

“The way we do marketing today is about to be changed – you don’t have to guess anymore.”

This story How Digital Transformation Is Impacting Sales, Service & Marketing was first published on Dynamics 365 blog.

For more information, how to digitally transform your business. Please contact us at IPI Solutions.

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