Posts Tagged: ‘CX’

Enterprise Leaders Deliver Value in the Digital+ Economy by Transforming Experiences

24. Februar 2023 Posted by Richard Jefts

Enterprise Leaders Deliver Value in the Digital

Digital Transformation isn’t just making sure your business, your apps, or your CX are available online. It means creating technology and processes for customers, partners, and employees that embody their potential, enable their vision, meet their needs, and achieve their goals. Digital transformation is the process of using digital technologies to transform business processes and customer experiences to meet the evolving needs and opportunities of the digital age. Beyond the obvious efficiencies introduced by digitizing data, interactions, and business processes, digital transformation offers the prospect of reimagining and reinventing business at a fundamental level — from sales and marketing paradigms to success metrics, from business models to customer engagement. As a result, we are seeing a huge shift of companies becoming “digital first” and taking a “digital first” approach.

In fact, digital transformation begins and ends with customers and employees. Customer experience (CX) and employee experience (EX) are at the heart of this transformation — whether those users are consumers or other clients external to the business, employees working in a hybrid model, or other internal stakeholders. To a great extent, this focus on CX and EX is driven by our changing expectations. Users of technology today expect personalized, intuitive, seamless experiences across all touchpoints — and companies that fail to deliver on these expectations risk losing out to competitors. Customer-centricity is therefore an indispensable consideration as companies embark on their digital transformation journey and think about how they can improve the engagement, enablement and empowerment of their employees to be connected and more effective than ever.

For all these reasons, digital transformation has become a top priority for businesses of all types and sizes — and companies are investing heavily in digital solutions to improve efficiency, enhance the customer experience, and gain a competitive edge. This elevation of digital transformation among business decision makers, in turn, has brought greater attention to specific solutions and opportunities to enhance business outcomes, leverage data and analytics, incorporate emerging technologies, and systematically and seamlessly address the always-evolving global security and compliance requirements.

Composable solutions that combine app development and automation, CX, secure collaboration, digital solutions, and emerging tech can enable businesses to develop holistic, customer-centric solutions that meet their needs and drive growth and allow them to differentiate themselves from their competitors. By focusing on the user, leveraging low-code platforms where appropriate, and prioritizing these key factors, enterprise leaders can deliver value to their customers in the digital age and achieve success in digital transformation.

Low-code platforms empower businesses to accelerate the development and deployment of new solutions while reducing costs and minimizing the need for specialized coding skills. By leveraging pre-built components and templates, businesses can streamline development and focus on delivering value to their customers faster than ever.

How HCLSoftware is powering digital transformation

In the past year, we touched over 5,000 companies with our e-commerce and CX solutions and helped their businesses grow more than US$200 billion in annual sales transactions. Our marketing automation platform reaches one-third of the earth’s population, and we power over 1 billion user experiences — daily. Our application development platforms provide more than 10 million applications to enterprises globally to keep their businesses running.

To succeed in the digital age, enterprise leaders must embrace a holistic approach to digital transformation. This means starting with a clear understanding of their customers’ needs and priorities, developing solutions that prioritize CX and leverage low-code platforms where appropriate, and continuously iterating and improving their solutions based on customer feedback and changing market conditions.

It also means investing in the right talent, processes, and technologies to drive innovation and growth. This may include hiring data scientists and analysts to help make sense of customer data, adopting emerging technologies such as artificial intelligence and machine learning to automate and optimize processes, and partnering with trusted vendors like HCLSoftware to ensure the security and compliance of digital solutions.

Digital transformation is not just a buzzword – indeed, the pandemic brought home to us all how critical it is for businesses of all sizes and in all industries. By focusing on your customers, employees and other users — while leveraging low-code platforms where appropriate, and prioritizing business outcomes, data and analytics, emerging technologies, and security and compliance — enterprise leaders can drive growth and innovation in their organizations and deliver value to their customers in the digital age.

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☠️🔥 5 things marketers can learn from Doom 🔥💀

12. November 2021 Posted by Catrina Boisson

Slaying it in Marketing just like in a video game

Doom is the OG of immersive video games.  In 1993, Doom essentially created the genre, and almost 30 years, 20 releases and more than 10,000,000 sales later, the franchise is still considered by many to be the best of all times.

A big part of what makes Doom so popular is that it delivers “flow”– defined by psychologists as a “mental state in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment of the process of the activity.”

But what does that have to do with marketing?

I’d argue that

  • The marketing equivalent of flow is the age-old “right message delivered at the right time to the right person via the right channel” — marketing so relevant and seamless it feels like a service instead of an intrusion.
  • The keys to achieving flow-state marketing, just might be found in video games

 

First-person Perspective

In immersive games like Doom, the player is the protagonist.  Everything that happens, unfolds through their eyes, their perspective.

Translation – The best marketing is no longer product centric or channel specific.  It’s customer centric and experience driven. Stop selling and instead think about what your customer is trying to do and how you can help them meet that need.

 

Choice

In Doom, a player has infinite choices, but they are presented in a way that fits the specific situation and moment in time.

Translation –The best personalization is real-time, contextual and individual.  It reflects everything you know about your customer combined with what they are doing now, in channel.

 

Control

When you play Doom the action isn’t just happening to you, you are driving the action.  And you live or die based on the decisions you make…

Translation – In a world of GDPR, HIPAA, CCPA and IOS 15, customers control their data. They are only going to allow you to collect it if they trust how you will use it. Don’t spam them or overload them or ignore their explicit preferences. Show them you know them.

 

Automation

Thousands and thousands of hours go into developing a game like Doom. The action may feel effortless, but it’s being driven by lines of code — programming and business rules and machine learning algorithms.

Translation – You can’t deliver a seamless, relevant, omnichannel experience if you are stitching together campaigns across channels, tossing data across platforms and analyzing responses across silos.  You need automation and integration and ideally, an element of self-learning/optimization.

 

The Journey

We are not talking Pong or PacMan, where your final score was probably the best determinant of enjoyment. When you play Doom you are immersed in a story that progresses over time and you are an active participant in the action that propels that story forward.

Translation – Marketing today needs to be about conversations, not campaigns. We’ve been mapping customer journeys for years, but now it’s time to actually operationalize those journeys.

 

We may be the OG of marketing platforms, but with the new release of v12.1.1, our solutions for real-time personalization, journey orchestration and campaign optimization are helping modern marketing organizations across the world universe 🚀 slay today’s monster challenges💀… just like Doom🔥.


If you’re ready to achieve flow-state marketing, Unica is here to help.

Unica the OG of Marketing