Digital Transformation: Don’t Blow It

Digital transformation can mean many things to many people. With the proliferation of digital devices, it seems obvious that digital transformation refers to how the world has completely moved away from the analogue world. Machines, screens, automation, robots, AI – they all point towards a world where the future is now. But it's not just about machines. Thomas Butta, CMO, Sprinklr argues that, first and foremost, it means putting the customer first. Here, he tells ExchangeWire how social media is driving consumer empowerment, which is the basis of digital transformation.

Every global organisation in business today is undergoing digital transformation. More than 80% of them will fail to achieve the value they expect.

If you’re in business, you’ve been dealing with digital disruption for years. You’ve seen the rapid consumer adoption of digital technology – and you’ve witnessed corporations struggling to keep up. To you, digital transformation is nothing new.

But, while digital transformation may be on everyone’s agenda, there’s not a lot of clarity about what it really means and how to make it happen. Here’s my take.

The true meaning of digital transformation

Digital transformation means putting the customer first. Above all things. Every time. It’s not about screens and devices.

Focussing on customers used to be a no-brainer. Small businesses of the past were built by creating meaningful experiences for customers. But as those businesses matured, they had to scale. Automation, process, and efficiency overshadowed humanity. Organisational silos emerged. And brands stopped delivering one-on-one customer experiences.

Today, things are different. Today’s customers are empowered and connected like never before. They have discovered their voices can be heard. And they expect to have productive relationships with the businesses in their lives.

Companies must adjust accordingly. They have to become 'customer-first'.

The way forward

The need to become a customer-first company is a direct result of the growing impact of social media. Social media today is connecting and empowering customers in ways that weren’t possible, even 10 years ago. And that changes everything.

Thanks to the explosion of social platforms, most customer interactions are now unscripted, unstructured, and well beyond the control of individual companies. These interactions appear in the form of snaps, posts, grams, comments, chats, and tweets. Sometimes they happen between customers and brands; but, more often, they take the form of customers talking to others about their experiences.

Much of this information – all the vital data about customers, their behaviours and their experiences with your brand – is embedded in social media. This makes social the most critical component for knowing your customers.

Mastering engagement through social media is the foundation for becoming a customer-first organisation.

Find your champions and let them run

If you accept that your organisation must rewire itself for this new era, and that social is the key differentiator, then you’re ready to take your first step.

To drive the systemic change you seek in your organisation, look to the people on your social media team. These 'change agents' are already working on the front lines of your business, perhaps in marketing, customer care or analytics. They get the value of unstructured data and social engagement. They understand that people never forget how you make them feel. And they know that brands are built from the accumulation of experiences across every possible touchpoint.

If your change agents are nurtured and granted the authority to inspire change, you’ll have a much better chance of executing digital transformation successfully. How to get it done? That’s a topic for another day.