Digital Transformation: key to innovative customers’ experience

&NewLine;<p>Nowadays&comma; customers can easily access product and service details through their devices at any time and compare competitors&&num;8217&semi; offers&period; Mobile devices&comma; applications&comma; machine learning&comma; automation&comma; and other technologies allow customers to get exactly what they want when they want it&period; Furthermore&comma; these new digital technologies have led to a change in customer expectations&comma; creating a new kind of modern buyer &&num;8211&semi; always connected and aware of what technology can enable&period;<&sol;p>&NewLine;&NewLine;&NewLine;&NewLine;<p>In a view made available to OpenLife by African Media Agency&comma; the new types and levels of engagement that new technologies provide make it easy for customers to generally rate organisations according to their digital customer experience&period; They make their impressions known publicly on various social and digital media&comma; and they consider the comments of others when making a purchasing decision&period; This type of consumer-to-consumer interaction is forcing companies to rethink their approach to customer interaction and customer experience&period;<&sol;p>&NewLine;&NewLine;&NewLine;&NewLine;<p>In Kenya&comma; Longhorn Publishers experienced&NewLine;connectivity issues with its onsite applications that had a negative impact on&NewLine;customer experience&period; As a leading provider of learning solutions on the&NewLine;continent&comma; it had to resolve these challenges as quickly as possible&period; It&nbsp&semi;<a href&equals;"http&colon;&sol;&sol;r20&period;rs6&period;net&sol;tn&period;jsp&quest;f&equals;001FmTYrpVQ2EvDIgvDpt-QvK6yP&lowbar;bkt66&lowbar;&lowbar;CYMeOTZ4FmF88iE0YaxfHsJiT5H6sz5lGHM7Lt2htzaelhXbT7Lo9V0m5iQjBpn3VtnTP7r2c3pR3H26nVu785DtavU-p3P0HZcJyjIE37fenwxrKGlKTJhF0BCwfaRFgMG81xfsrJvDLpupNwnB2uxDhA6f9lIltNhGnqYVUURXgLczl1ufRVIH8C5gM45CPhl7IOxd5w&equals;&amp&semi;c&equals;4QeGKbTIxKbs9TroW4KwLP1FAOg3uPvvxEt-ALVLLINMor&lowbar;NnMGhug&equals;&equals;&amp&semi;ch&equals;KmzHxe7qWx7joEnAFfSKJtJB81-CkQ5U6rvb8HSPaKy99D2O-TA-lQ&equals;&equals;" target&equals;"&lowbar;blank" rel&equals;"noreferrer noopener">migrated to&NewLine;a cloud environment<&sol;a>&nbsp&semi;that not only shortened the procurement&NewLine;cycle&comma; but enabled the publisher to launch its ebook store&comma; elearning platform&comma;&NewLine;and apps in the market resulting in a more engaging environment for its&NewLine;customers&period;<br>&NewLine;<br>&NewLine;Customers expect highly targeted messages&comma; which organisations can only deliver&NewLine;with a data-driven marketing strategy&period; Advances in machine learning&comma; artificial&NewLine;intelligence &lpar;AI&rpar;&comma; and big data and analytics &lpar;including predictive analytics&rpar;&NewLine;will allow organisations to create new customer experiences and new sales&NewLine;models&period;<br>&NewLine;<br>&NewLine;In a recent survey conducted by the International Data Corporation &lpar;IDC&rpar; among&NewLine;businesses in East Africa&comma; 34&percnt; of respondents indicated that their organisation&NewLine;is considering marketing innovation with the aim of improving customer&NewLine;experience&period; The leading sectors for adopting technology or seeking innovation&NewLine;in the service of customer experience in East Africa are government and&NewLine;transportation&period;<&sol;p>&NewLine;&NewLine;&NewLine;&NewLine;<p>For example&comma; the Kenya Revenue Authority&comma; invested in a cloud-based CX solution for improving the process of filing tax forms and stand out as another successful example of a customer experience project in terms of customer service transformation&period;<&sol;p>&NewLine;&NewLine;&NewLine;&NewLine;<p><strong>Position data as an enabler of transformation<&sol;strong><br><br> Digital transformation initiatives are accelerating disruptions in customer experience&period; Agility is another key factor in the new marketing approach&comma; which can be supported by machine learning and AI&period; Organisations can create more demand with personalised marketing campaigns&comma; as competition in the new digital marketplace will require speed and agility&period; Companies should also leverage structured and unstructured data for determining customer profiles&comma; as well as predictive analytics to anticipate potential customer experience scenarios&period;<br><br> Organisations are now including customer experience roadmaps in their business strategy&period; Customer experience transformation can be a pre-designed process&comma; and marketing teams can collaborate with IT&comma; finance&comma; and operations teams to help prevent unnecessary investments to establish realistic and aligned strategies&period;<br><br> Kenyan IT solutions provider Smart Applications International had to find a way to ensure the accuracy of the data on its biometrics identification and medical insurance automation application platform&period; This was vital to provide customers with a more reliable way of accessing their data&period; By transitioning into a cloud environment&comma; it could digitally transform its processes and boost customer engagement thanks to an always available and accessible database&period; This resulted in its medical insurance provider clients and healthcare facilities clients being able to verify claims and process disputes 70&percnt; faster&period;<br><br> By keeping in mind that every department plays a vital role&comma; companies can take a more holistic approach to customer experience&period; A positive customer experience has the potential to increase revenue through greater competitiveness and positive brand perception&period; Good brand perception&comma; in turn&comma; motivates employees&comma; who feel proud to work for a well-known and successful company <&sol;p>&NewLine;