If you’re one of the business or IT executives that recognized that you had to do things differently and initiated your organization’s digital strategy or digital transformation initiative a couple years ago, congratulations!
You’ve likely made some inroads on establishing your organization’s digital presence. Created some new digital first capabilities. Grown your team’s digital skills. And demonstrated a return on your investment.
Now that you have some experience and momentum, how do you fine tune your strategy? How do you adjust to the latest digital advances to deliver better results or accelerate your digital transformation? What adjustments should be made to your digital strategy at this point?
As you consider adjustments to your digital strategies and plans, the best place to start is the same place you (hopefully) began your digital transformation journey: Identify the business objectives that digital needs to support. For this next wave of digital, take a harder look at the business outcomes you want to achieve and adjust your digital strategy to deliver on them.
Here are a few examples of pivots to a digital strategy:
- Increase the sophistication of your digital marketing capabilities
You may have implemented the processes and digital talent to listen on social media channels and are responding in an engaging way. You may also be pushing out messages on key channels and have regular reporting, likes and shares. But you’re not seeing a clear return on investment for these activities.
It may be time to focus your social media efforts around a specific campaign to target a customer segment and align it with other online and offline activities. For example, you may decide to direct potential new customers to a special landing page on your website or provide a call to action to engage with your call center reps. You may also decide to stop posting on those social media channels that don’t seem to be getting much traction.
- Increase earnings by enabling digital transformation across a broader set of functions or processes
Your marketing budget has shifted from seasonal print ads in targeted publications to a mix of paid social and online ads. Your content creation engine has been re-tooled. And your digital marketing metrics are providing the data you need to fine tune your spend. Your marketing function has largely made the shift to digital.
The customer service organization, however, has created a host of digital and offline channels for customer self-service. Customers are using them, and the call center staff is uncertain how to recognize and support these omni-channel customers. Some of the pieces you put in place in marketing, could help boost the return on digital investments in customer service. Among those: measurements of digital vs. offline activities, targeted campaigns to engage customers, and continuous improvement based on feedback. You might also want to measure effectiveness of new approaches. Don’t forget to train associates in new, digital ways.
- Increase the velocity and agility of your digital organization
You’ve built a mobile app and customers are trying it, but they’re having to call your customer service team more often than you expected. You know you need to make changes to the app, but aren’t sure which changes will be most effective.
Your IT team has the technology skills, but doesn’t have the time to re-design the mobile app. You need to align the business and technology team so the feedback they get is quickly added to the app and tested in the market.
What’s your Digital Strategy 2.0 look like?
Successful digital organizations adapt their digital strategies and capabilities as they learn – and as digital landscapes change. No matter where you are on your journey, Centric Consulting Digital can help you assess your strategy, plan your course and implement solutions for results. We’re here to discuss and fine-tune your digital journey.