How digital transformation affects customer experience

Today’s consumers expect digital-first solutions that enable faster, more efficient service delivery and problem resolution. And, today’s employees expect digital tools to help them deliver world-class service. To future-proof your business, it pays to unpack the connection between digital transformation and customer experience (CX).

Let’s explore what the connection is between digital transformation and customer experience through use cases that share real-life examples of its business impact.

Operational improvements and extended market reach

Clientèle Insurance embraced digitisation to improve multiple aspects of customer experience. Key CX areas that needed improvement included:

• Client self-service and improved service speeds. Launching of a mobile app, enabling clients to ascertain cover, view their portfolio and easily add products to their portfolio.
• Adding value and consistent brand touch. Offering value clients can use daily, rather than only when claiming on their policies.
• Equipping employees for success. Giving Field Marketing agents simple, effective tools to manage their sales performance. 

As a result, Clientèle enjoyed a threefold increase in speed and productivity. Their self-service app also resulted in a 30% reduction in call volumes. All with the help of strategic innovation  and a low code development platform — delivered through ExoSystems. Read the full case study, here.

Improved conversion rates

According to BCG, approximately 90% of companies now list customer-facing goals among their top business objectives for digital transformation. This shift away from the ubiquitous “cost-cutting” directive, however, is more than just about shifting customer service online. Rather, research by McKinsey indicates that digital CX must form part of an omnichannel approach to service delivery. 

What’s the connection between digital transformation and customer experience here? McKinsey reports that a redesign of an account opening process at a major bank that embraced digital tools for online, mobile and in-branch experiences: 

• Improved self-service sales from 0 to more than a third of total sales
• Boosted their conversion rate by 50% 
• Reduced their cycle time to 10 minutes, compared to the usual 2–6 days

Related: Find out just how much low code contributes to your digital transformation business objectives, in our Leader’s Guide to Using Low Code To Achieve Key Business Goals.  

Strong ambassador communities and lower overheads

According to Deloitte, a UK mobile operator’s digital transformation project streamlined their CX so successfully they no longer need to operate a call centre! They built a customer community with such a high contribution rate that all their customer service needs are now serviced by the community and just 33 staff. From brainstorming business ideas to trouble-shooting — customers engage via the company’s website, or Facebook and Twitter pages to solve 50% of questions, in 3 minutes or less. 

Thanks to effective digital transformation, the company improved its bottom line while building a strong network of brand ambassadors and boosting its profile as a vibrant, community-driven service provider. 

Maximise the benefits with strategic innovation consulting

The best way to ensure your digital transformation stays on track is through strategic innovation consulting. Experienced consultants, like those at ExoSystems, will help craft and implement a strategy that maximises the positive connection between digital transformation and customer experience, while ensuring you hit additional business goals. 

Find out how ExoSystems has helped their clients do just that, in these digital transformation use cases.