Improving customer journey and driving the digital transition in business requires a complex and comprehensive journey. Most business areas that are based on very documentary processes, such as the banking and insurance sector, have not yet achieved the desired digitization experience.
Today’s customers expect a differentiating experience when they contact certain services. In any sector, the entire digital transformation strategy should put the customer’s experience first.
Platforms that were born in the digital age (such as Glovo, Uber and Airbnb) did not need to adapt processes. The customer journeys they have built have already been created with the focus of providing a good experience for users.
Consumer tolerance for bureaucratic, slow and painful processes whenever they have to deal with certain services is getting smaller and smaller. Therefore, it is urgent that companies and institutions accelerate their digital transformation and take into account the current customer experience.
Customer Journey Digital Transformation Challenges
The scanning processes in brands and companies have not begun now, but what has been done in the first step? Basically, there was a conversion of paper media to digital media.
In processes involving many documents, such as the financial and insurance area, this digitization allowed to generalize their sending by e-mail. However, on the other hand, the role is reused again. Documents are usually printed for someone to sign or authorize something.
That is, there was a scan without a real transformation of processes. It is essential that the digital transition takes place in a transversal way, focused on the client and their needs.
This transformation, in addition to saving companies time and resources, will improve the customer experience and anticipate their needs. The scanning of the customer journey should be based on information from the customers themselves.
Successful transformations … imply ignoring everything the company already has and asking, “What would be the best experience a customer could have when completing this journey?” Source: McKinsey Digital
The entire analytics component is an important source of information about customers and their behaviors. Any digital transformation strategy should be focused on improving and facilitating the customer journey and their experience.
How do I focus processes on the User Experience?
There is a set of techniques, approaches and very useful tools to focus scanning on the customer experience. The common goal is to understand the needs and preferences of the user to permanently design and adapt the customer journey.
Design Thinking e User Experience
At the beginning of projects, design thinking is an approach to take into account. Its flexibility allows you to always adjust the solutions to the needs of the consumer or target audience.
In this respect, the valences of business and design are vital and should always be based on theuser experience. From the first moment, it is essential that there is cooperation.
Throughout the application development it is important to maintain this vision, so that it is possible to continuously test the suitability of the solution.
Multidisciplinary teams throughout the process
An essential point is to create multidisciplinary agile squads that have been present since the beginning of the development process. From the outset they will work together with the most functional teams, always with a global vision aligned in terms of design thinking and user experience. Throughout the process, the technicians are doing the implementation.
It is important that this multidisciplinarity of the teams is maintained throughout the development process. Only then will it be possible to maintain a continuous flow of innovation, able to keep up with customer requirements at every moment.
Test and Optimize
The rollout phase is the last opportunity for improvement before universal use. After the whole process, your actual results must be tested. This should be done in order to get the most out of insights.
A good practice is to appeal to the opinion of customers who, by their characteristics, can bring a critical and constructive attitude. Testing with these users will bring very valuable inputs and help improve the process.
It’s time to improve the Customer Experience
In short, the best way to deliver a digital transition program focused on customer journeysis a comprehensive approach. It is essential to define multidisciplinary agile teams that can add business knowledge, design thinking and user experience techniques,information systems architecture and development capacity.
Organizations often do not take the proper value of their customers’ experiences, especially those that most often report anomic situations. When properly used, this information can bring a significant improvement to customer journeys.