Riding the digital wave: Expert insights from Head of Consulting, Piotr Zabiello
As enterprises continue to navigate these uncertain times, one thing has become increasingly clear — digital transformation is key to staying competitive. The Covid-19 pandemic has accelerated a consumer behavioral shift across the globe — switching the focus from physical buying channels towards digital ones. In 2020 alone, the number of businesses investing in omnichannel experiences jumped from 20% to more than 80%.
But what happens next?
As Netcentric’s Head of Consulting, Piotr Zabiello, puts it: “We’ve only seen the tip of the iceberg.” While companies are reacting to the pandemic and defining their customer experience initiatives, for many, the real wave of transformation is yet to come. Robust customer experience strategies and solutions takes time, so the business impact of adopting them will only become apparent over the course of 2021 and beyond.
So, when it comes to creating customer experiences of the future, what should you be focussing on?
Processing data and leveraging insights are crucial for delivering seamless, personalized experiences. Yet, in Adobe’s 2020 report, less than a quarter (24%) of organizations were prioritizing customer data management. The true value of data is intrinsically tied to how it is used and applied.
More brands are now recognizing the creation of personalized digital experiences as a top priority. However, physical touchpoints remain and will need to be blended into the entire customer experience. As Piotr says: “The challenge will be representing your digital identity in the physical world.” And it’s a challenge that brands will need to overcome if they want to offer genuinely seamless experiences that increase customer retention.
Blending experiences If the past year has taught us anything, it’s that the world is unpredictable. Operating with agility is vital for companies to keep to the pace of innovation and meet today’s customer expectations. However, 60% of marketers at companies with over $196 million in revenues admit that outdated workflows are holding them back. Brands need to ensure their customer experience strategies are future-proof by incorporating the necessary organizational changes into their digital transformation blueprint.
Staying ahead of the customer experience curve
When it comes to customer experience success now, and in the years head, Piotr has one overarching piece of advice — don’t get caught up in the outcome, just get started. “Companies always want to know the truth before they start,” he says. “That’s impossible — no one can tell you the absolute truth with any certainty — you just need to start.” From the outset of your digital transformation journey, adopting a lean methodology is critical. This improves the synergy between your teams, digital platforms, and workflows, ensuring your company can stay agile and stay one step ahead of customer experience innovation.
Grow with a trusted digital partner
At Netcentric, we enable the world’s biggest brands to compete on the digital stage and meet ever-increasing user expectations with bespoke Adobe Experience Cloud solutions. What’s more, we’re uniquely positioned to bring Adobe’s cutting edge customer experience products to SMEs with our Cloud-native DigitalXn package. The digital foundation of solutions is built on best practices with deployment plans of around 6 months so you can get up and running at speed.
With forward-thinking enterprises and CIOs incorporating the Cloud as a fundamental part of their digital strategies, migrating to the Cloud will ensure you’re riding the next digital wave, not falling behind it. For more insights on the future of digitalization and navigating the customer experience landscape, watch Piotr’s full interview.