The Digital Transformation Journey

An open, mobile platform environment and a cultural shift can help you deliver a seamless digital customer experience across every brand touchpoint.

Digital and mobile technologies have fundamentally changed how everyone does business. Whether it’s a Silicon Valley startup, a global manufacturing company or a local retail chain, thanks to the Internet and mobile devices, every company is becoming a technology company.

The expectations of customers have fundamentally changed. Customers today expect to engage with vendors and retail brands seamlessly across a variety of touchpoints, including social media, mobile applications, websites, traditional telephone, and face-to-face, on their terms. They expect that every touchpoint will be fully functional, whereby they can search for products, scan reviews, get support, provide feedback, and complete their purchase regardless of where they are in the buying process.

Few companies, however, have mastered the art of delivering this effortless and coherent customer experience across multiple channels. Indeed, a 2014 Economist Intelligence Unit survey shows that only about one-fifth of small-business leaders believe their company delivers a seamless omni-channel experience to their customers.

A 2015 report from Aberdeen shows that 96 percent of companies struggle to make effective use of customer data in their engagements. Digital transformation is complex, requiring massive change in underlying technology and business processes, along with a shift in corporate culture.

“A lot of people define the digital transformation as being about technology alone,” says Ray Wang, principal analyst at Constellation Research, a research and advisory firm focused on the transformative power of disruptive technology. “But what it is really about is the business model shift that allows you to change the way you engage with customers.”

Wang points to Uber as an excellent example. The peer-to-peer company changed the business model around ride services by integrating mobile apps, automated processes, and data analytics to more rapidly connect drivers with customers, track usage rates and align pricing with demand.

“They didn’t just add on a mobile tracker to schedule drivers more efficiently, they used a technology-enabled business model to disrupt the industry,” he says.

Of course, Uber had the benefit of starting fresh with no legacy systems, which gave them the opportunity to build an entirely cloud-based service leveraging customers’ mobile devices as their storefront. For companies with millions of dollars invested in legacy systems and those with rigid business processes, the transformation is a lot more complicated.

Open your minds

So, what do established companies using older technologies do to adapt? A good first step would be to deploy an open, mobile platform as a cloud service to help orchestrate existing on-premises systems and extend their services into a mobile paradigm.

One of the biggest challenges companies face in the digital transformation journey is that their data lives in multiple isolated systems that are not readily integrated. An open, mobile platform provides the freedom to develop orchestration across channels without worrying about integration issues, even if you are working with multiple vendors. As a result, data will become more easily accessible regardless of how it was collected and stored.

“The open-source model is the plumbing that enables the digital transformation,” says Jim Zemlin, director of the Linux Foundation, a nonprofit consortium supporting Linux developers and users. “It allows people to get the benefit of integrated capability faster and to connect all of your data sets underneath.” He encourages business leaders to look at modern computing architecture to determine how it can support the goal of transforming the business model and creating continuity across the user experience.

Another key component of that transformation is the integration of mobility into the customer experience. Mobile access has become the most important digital connection customers make with a brand as more of them do their brand assessment, shopping, purchase, and reviews via mobile devices.

According to a March 2014 Nielsen survey, more than 40 percent of consumers consider their mobile device to be the most important resource they have for making purchase decisions, with more than one-third of mobile shoppers turning to mobile exclusively.

That trend is only going to increase, according to Goldman Sachs, which estimates that m-commerce sales (sales made entirely via mobile devices) will hit $626 billion by 2018—roughly equivalent to all sales made via computer in 2013.

This should be a wake-up call for companies that have not yet invested the time or resources into building out their mobile customer experience. This includes apps that let customers engage with the brand, and mobile-enabled websites that make shopping a quick, easy, and branded experience. In addition, the customer experience becomes more contextual as companies can leverage information from the mobile device, such as securely identifying the customer and their location.

No more silos

In addition to investing in technology and open, mobile platforms, business leaders also need to address the cultural obstacles that stand in the way of digital transformation, says Alan Fuller, director of Full Works, a London-based cloud consultancy.

In most organizations, different departments “own” different customer touchpoints and the related data and are often unwilling to give up control.

“That is the fault of leadership,” Fuller says. Poor leaders enable guerilla IT–employees making rogue decisions about what technology to use and how to manage company data–and a corporate culture that supports secrecy and data ownership, rather than teamwork and shared goals. “You need enlightened leaders with a strategic vision if you are going to drive the culture change necessary to reinvent the way you do business.”

Fuller suggests building a road map for your digital transformation that includes where you are today, where you want to go and how aggressively you want to pursue getting there. Then identify which transitions are the highest priority to the business and what technology and process changes are necessary to make that happen. “Customer relationship management and social media monitoring are the obvious places to start,” he says, though he notes that every company is different.

Regardless of the projects you choose, be sure you understand the goals and who is responsible for implementing them, then set performance measures for success–e.g., improving customer engagement scores, lowering costs or increasing sales.

“You have to be able to measure the impact of the transformation to know whether it worked.”

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Check out the Cool Avaya Omnichannel Contact Center Demos at ICMI

Sometimes you travel to Orlando to really fun destinations. But this May 22-25, when you arrive in Orlando for the 2017 ICMI Contact Center Expo and Conference, we think you’ll be heading for what we like to call the second happiest place on earth. Visit Avaya’s Booth 623 for a fun omnichannel contact center experience that shows you how to create satisfaction—happiness—for customers throughout their interactions with your company.

Each year, contact center executives gather for a few days of education on the latest innovations designed to ensure customers have a great experience. I might not meet up with Mickey from Disney, but I may get together with Alex from Norwegian Cruise Lines, an Avaya customer, and many others who are going to have a wild ride at our cool contact center demos. We’ll show customer-focused companies our latest innovations. This includes the Avaya Oceana™ Solution for contact centers, which enables you to provide a greater customer experience over every communications channel—phone, email, web, SMS, chat, and more. And Avaya Aura® Workforce Optimization, which helps you drive a better customer experience by generating relevant and timely insights from each interaction.

At our demos, we believe customer service professionals will be as excited as kids visiting Goofy. Why? With just five minutes of prep, we can put your corporate website into our Avaya Oceana contact center transformation demo. We’ll set up a live, fully functional omnichannel contact center for taking calls and chat sessions from your website. It’s like magic to see a retail website suddenly support chat and WebRTC-based voice. We show you the exact experience your customers would have. Want to add voice? Will do. How about co-browsing and secured form fill? Done. How about a custom application for the iPhone? Done and fun!

Then we’ll add in our workforce optimization tools, giving you a 360-degree view of how to move from the old world of 800 numbers to the new world of a multi-touch omnichannel contact center. It all works with all of our Avaya solutions (which are used by 90% of the Fortune 100). It’s a great ride—with no height restrictions and guaranteed to be eye opening.

Visiting an Avaya booth at any tradeshow is a unique experience for many reasons:

  • Each demonstration we do is customized. The best way to show you the power of Avaya is to give you a glimpse into what your actual solution could be. If a vendor shows a canned demo, it might be an indication that the technology is not flexible or easy to customize.
  • Each demo shows multi-touch channels in action. Click on a live representation of your company’s mobile application and it connects to an agent. Follow the experience like your customers would.
  • We show the entire customer experience. A customer journey map shows the entire customer experience so that agents can add value to previous transactions and steps. By knowing what a customer has done in the past, or what a customer tried to do, an agent can be one step ahead with a relevant response.
    If a customer chatted with an agent yesterday and places a phone call today, it’s likely that both contacts are about the same transaction. An agent can see what information was exchanged with another agent, so the current agent can continue the customer journey fluidly. It’s a great way to reduce agent time requirements, while making the customer experience more personalized.
  • We are passionate about making a difference for your business. Meet an Avaya team with years of contact center experience and dedicated to helping your company create a competitive differentiation by transforming your customer experience.

We hope to see you at the ICMI Contact Center and Exhibition in Booth 623. We’ll have you saying “supercalifragilisticexpialidocious!” (Did you know Microsoft Word has supercalifragilisticexpialidocious in the dictionary?)

If you can’t make it to a show, an Avaya associate or partner can demo our solutions in person or online. To schedule a demonstration at the ICMI event or at another time, please email me at blgutnick@avaya.com.

Customer Journey Analytics vs. Traditional Analytics—Know the Difference

It’s expected that 60% of all large organizations will develop customer journey mapping capabilities by 2018. Why? Because the average consumer isn’t so average anymore. Consider that a typical customer now owns three personal mobile devices, each with anywhere from 10 to 20 downloaded apps. This individual owns an average of five social media accounts, nearly three of which are actively used. Additionally, the average office worker receives up to 121 personal emails per day. Just imagine what these figures look like for consumers on the high end of this engagement spectrum.

To get a snapshot of my own activity, I followed these simple instructions to figure out how many emails I receive. It’s 10 a.m. and I show 59 emails received (up from 47 just two minutes ago). And tweets average around 6,000 per second—I have 1,175 in my queue based on who I am currently following. The question is: How do you bring your email, tweet, post, or blog to my attention amid all the clutter?

When we look at what this means to customer experience it is worth noting that we’ve reached a point where over 40% of customers now use up to seven different channels to interact with brands, from live chat to email to social media to SMS. Businesses increasingly understand this fact, and they’re taking the necessary steps to ensure they can deliver consistent, contextualized experiences across various channels and devices.

Each of the devices and channels offers its own set of diverse scenarios for linking to other devices and channels, making no two customer experiences the same. The not-so-good news is that businesses are still grappling to understand customers’ actions across these various touchpoints. They need to leverage data but, in fact, 43% of companies currently obtain little tangible benefit from their data, while 23% admit they derive no benefit whatsoever. Organizations are struggling to create a data strategy that delivers the insights needed to drive anticipatory engagement and repeat spending.

The bottom line is that a business can support virtually every interaction channel. However, without a comprehensive view of the data generated and shared across those channels organization-wide, it will fail. Supporting an array of channels is simply not enough. Businesses must gain an inherent understanding of how customers are using these channels so that they can adapt, evolve and change as needed. This is where the ability to understand your data—specifically, customer journey analytics—becomes vital.

The solution here may be simple to describe, but implementing it isn’t. Adopting customer journey analytics means businesses must now support a powerful, real-time visualization of the customer journey across all lines of business, not just the contact center. They need a roadmap to continually reinvent key processes and fine-tune organizational behavior. They must harness real-time and historical data across all channels and devices to intuitively understand customer needs and optimize business outcomes. Most challenging of all, they must do this in a way that shows tangible ROI and improves TCO.

To make customer journey analytics work, businesses must take a critical step from ideology to implementation—a move that can often feel like a leap of faith.

But there’s good news: technology has evolved to a point where companies can now easily, effectively and cost-efficiently achieve these core data objectives. The key is investing in an extensible, omnichannel customer engagement solution.

Your customer engagement solution should boast simple capabilities. It should be pretty easy to create and manage dynamic, multi-touch customer journeys. And you need a built-in, flexible analytics and reporting platform to deliver a single, comprehensive view of customer data across all sources, both internal and external. This lets you compete using customer journey analytics, and also easily add third-party data sources to amplify their strategy.

A customer engagement platform redefines the way businesses engage with digital consumers. Here’s how customer journey analytics stand apart from traditional reporting and analytics:

  • Obliterates Siloes: A siloed environment is the greatest barrier to data success, and it’s affecting more businesses than we realize. According to Deloitte’s 2017 “Contact Center Benchmarking Report,” nearly 60% of customer channels are currently being managed in silos. Analytics integration is vital for competing on customer experience (CX), an initiative that traditional analytics tools simply can’t support.
     

    Built on open, extensible architecture, a customer engagement platform has unparalleled flexibility for gathering transactional information from numerous different channels (IM, co-browsing, SMS, phone, email, IoT) and devices (phone, mobile/tablets, branch, desktop, kiosks). This enables companies to flexibly collect, process and analyze all real-time and historical data. They gain a rich visualization of their customer journey enterprise-wide. This means consistent, contextualized experiences no matter where and when interactions begin, end, continue—and no matter how many company agents are communicating with the customer.

  • Seamlessly combines internal and external data sources: The open nature of a customer engagement platform enables companies to combine internal data with that of virtually any other business intelligence (BI) tool. For example, insights collected internally can be combined with data from visualization tools from leading providers like MicroStrategy, Oracle, SAP and Tableau. This lets managers maximize the return on their existing investments, while driving their potential beyond what was initially imagined.
     

    Furthermore, this unique ability lets managers generate cradle-to-grave customer interaction reports, enabling them to identify innovative new ways to meet consumers’ evolving needs. Chances are you’re not going to get this with traditional reporting and analytics platforms.

  • Transforms the agent experience: A holistic customer engagement platform redefines agent and supervisor experiences by allowing companies to easily create, customize and integrate key applications for specific work groups. Supported by an advanced software development kit, companies can build their own contact center apps, or embed specific functions into their existing apps, to customize desktops for any unique customer/agent configuration. The solution represents a revolutionary way to serve digital consumers. And, it offers managers a new avenue for analyzing performance metrics for all ways customers are served.

With customers using more digital channels than ever, it’s clear that now is the time to adopt customer journey analytics via a customer engagement platform.

Interested in learning more or chatting about transforming your analytics environment? Contact us. We’re here to help and would love to hear from you.

Join us for the Transformational Journey: Avaya Evolutions is Now #AvayaENGAGE

For over 11 years Avaya Evolutions Mexico has been the milestone event for Mexico’s technology market, with over 3,000 visitors in each edition. This year Avaya Evolutions transforms into #AvayaENGAGE Mexico. Following Avaya Engage events in Dubai and Las Vegas, this is the third and final location on our tour, and the largest thought leadership event in Latin America. This must-attend event brings together top senior executives, industry leaders, technology innovators and key decision makers to reimagine the possibilities of Digital Transformation and Cloud.

In the past, Dr. Zedillo, Former President of Mexico; Felipe Calderon Hinojosa, former President of Mexico; Jose Fernandez, NASA’s first Mexican American Astronaut; Steve Wozniak; and Guy Kawasaki have all been a part of Avaya Evolutions.

Evolutions began in 2006 in Mexico as the annual premiere technology forum before expanding internationally in June 2010. The Evolutions tour gathered over 30,000 attendees in 15 different cities across the U.S., Central America, and South America, receiving the Internationalist’s Innovation Global Media Award in 2012. The success of these global events was made possible by the continuous commitment and support of our partners and sponsors.

When customers join us this June in Mexico City, they will be introduced to the latest concepts on smart digital economies from forward-looking organizations. At the Digital Transformation Lounge, customers can experience innovative demonstrations and view software solutions live.  

Join us to learn how the experience is everything. Gain knowledge and insights to make informed decisions to support your digital transformation journey.

We are bringing together an exciting lineup of keynote speakers at #AvayaENGAGE Mexico. We’re featuring Kevin Kennedy, Avaya CEO; Morag Lucey, Avaya CMO; and Gary E. Barnett, Avaya Senior Vice President and General Manager, Engagement Solutions. You can find us on Twitter @Avaya. Follow us in early May as we announce our very special guest speakers.

Join us in Mexico City on June 21 for a can’t-miss next-gen experience. I hope to see you there!