The challenges of digital transformation solutions

Marketing as we know it is over. Based on the estimation and use there is still little marketing today is based on certainty, the anticipation of ROI, the recommendation and evaluation of the effectiveness of the operations carried out. With the advent of social networks and messaging applications in mind, relationship marketing has become more and more conversational, creating a strong link between the brand and its consumer. In short, digital transformation solutions has become omnidirectional as a result of its alignment with customer needs: for a long time, we thought that the dimensions of price, product quality, promotion and geographic location were enough to summarize a market and its customers. But today, marketing is no longer multidirectional; it is no longer addressed to segments of the population, but to individuals.

The experience is no longer collective, it is individual, personalized and contextualized. As such, the notions of exclusivity, commitment, experience and emotion have been added to the initial strategic marketing quartet and constitute the current reality of the market. Reinventing the customer relationship and hyper-personalizing the offer. Two interesting figures 65% of dissatisfied customers will talk about their experience and 66% of customers will leave a company if the customer service is not efficient. More seriously, 80% of companies think they have an optimal customer experience, but only 8% of their customers agree. This important gap between the perception and understanding of the company is the expectations of its customers and the reality proves the value of the digital transformation. 

The reinvention of the customer relationship involves two areas of work: innovation in experiential services and hyper-personalization of the offer. In 2018, the customer expresses at least 3 needs: consideration, simplification and emotion. He needs to get involved in a relationship of trust and experience with the brand and becomes the prism of all the reflections of the company. Digital transformation solutions are able to match the new expectations of the consumer to those of the company, once they are properly integrated and implemented. Hyper-personalization, the true Grail of this customer relationship, can ultimately be achieved thanks to the use of a CRM software which will allow to achieve fine segmentations and centralize all the interactions between the company and its customers / prospects.In the end, the success of your digital transformation will depend on the activation of several keys to success:

• The voluntarism and the pact of confidence established.
• A clear strategy and very widely acquired within the company.
• A transversal corporate culture, and transparent.
• Train leaders and employees: expertise, method, tools, governance.
• Projects on short, medium- and long-term  time scales.
• Mastery of his customer journeys: frequency of contact points.

Digital transformation cannot take place without the presence of an innovative leader entrepreneur and managerial decompartmentalization. Its marketing: in an ubiquitous context where professionals and customers can be put in contact almost instantaneously, companies must reinvent their marketing strategy. Those who manage to stand out are those who know how to capture a consumer who now alternates between physical and digital contact points.