Phase 5 – Transformation of products and services
Becoming “smart” – let the transformation begin
Entering into Phase 5 marks the development and application of an array of new smart services – both internally and externally.
After the successful completion of the four preceding digitization phases, the “cleanup” and structuring tasks are now complete. This offers the following positive outcomes: all company actors and events have been recorded according to definitions, individual units still have specialty applications, relevant information from specialty systems and individual structures have been collected in the centralized information management system, data structures relate to one another, data control can be easily realized within the centralized management system, events are fully automated, standardized and documented and can be processed in a freely defined format, and systems are set up to exchange information. Because the extensive data structures allow for making reliable statements about the past and for predicting the future, the company is now in a position to develop completely new services, products and offerings.
Today’s customers differ significantly from the conventional customers of old. They are savvier and more knowledgeable, are able to compare products, prices and services at any time, and make informed buying decisions. Since customers can access information around the clock, regardless of opening hours, shops, or days of the week, they are more attentive, demanding and price-sensitive. Expectations for products, services and price have increased substantially.
Customers expect more – and rightly so!
Companies that want to attract, inspire and retain customers in the long term nowadays must offer far more than “just” high-quality, reliable products at acceptable prices. Customers need to feel appreciated and understood. To reflect their experiences, they want businesses to meet and, if possible, exceed their expectations. Accordingly, the challenge is to create outstanding customer experiences.
Customer experience is the sum of all experiences a customer has with a company.
The guiding principle must be to strengthen this relationship with the customer based on experiences that are as positive as possible.
Establishing interactive options - involving the customer
That can mean greater customer involvement in every phase and creating new interactive options, which is comparatively easy to implement with the corresponding software and screened data.
With intelligent solutions, customers can be involved in all areas of purchased services to track processes, procedures and developments in real time or even influence them with the corresponding user interfaces. That makes the customer experience a significant part of service delivery, while meeting customer needs for clarity, traceability and participation to build a positive emotional relationship.
Mobile data capturing and apps
Although corporate apps create a professional impression, user disappointment is inevitable if such an app provides no added value in terms of high-quality content.
After completing the four phases, you will have plenty of content for feeding apps or other mobile applications.
The focus should not be exclusively on a customer app, since such functions can also be highly beneficial for company employees in terms of communication, planning and organization.
Unlimited customer service
Collecting and collating the vast amount of data and information creates virtually unlimited possibilities for generating customer offers tailored to specific levels, phases and areas to create additional benefits and experiences.