The Record - Issue 21: Summer 2021

THE L A S T WORD Many companies had embarked on digital transformations prior to 2020. How did this set them up for success during the pandemic? Nobody could have seen the pandemic coming or predicted its widespread impact, but companies that had already started digital transformations were much more prepared to weather the storm. Their digital capabilities made it easier for them to pivot quickly to better serve customers and adapt to changing needs. When stores were closed or very limited in what they could do in person, dig- ital leaders already had the framework in place to deliver strong experiences virtually. Which key technologies have kept businesses operational during the pandemic? Mobile apps with self-service solutions such as portals and bots have become one of the most important pieces of a modern customer experi- ence. Customers have seen many changes dur- ing the pandemic and now they want to have control over their experience and access to the latest information. An app puts the brand right in customers’ hands and allows stores to provide up-to-date information about safety precautions and inventory. The best apps expand the experi- ence for online, in-person and hybrid shopping as they show customers what items can be shipped, delivered and picked up. Meanwhile, self-service solutions allow customers to resolve queries or issues without relying on contact centres. What should be prioritised when building a resilient business model for the ‘new normal’? Staying connected with customers is more vital than ever before. How customers live and what they expect from brands has forever changed because of the pandemic, so companies can’t just continue to operate how they did in the past and expect it to work in the future. Successful compa- nies are in tune with customers and understand who they are, what they want and how to deliver it to them. They use that information to create effective digital tools and adjust them in real time to match the rapidly changing market trends. Organisations must also invest in internal digital transformations. This sets the stage for a strong external digital transformation and gets all employees onboard with the tools they need to provide an agile, digital-first customer experience. How can businesses use digital technologies to deliver types of experiences customers expect? Now that people have seen the convenience and possibilities of virtual experiences, they don’t want to go back. Virtual experiences will become permanent parts of the modern shopping experi- ence for everything from cars to groceries. They allow customers to take control and increase accessibility and convenience. In future, brands will take a hybrid approach and deliver in-person and digital experiences. And new virtual expe- riences should be just as good (or better) than in-person experiences. Going digital for a resilient future Author, customer experience futurist and keynote speaker Blake Morgan shares how digital transformation is helping enterprises to deliver the best possible customer experiences despite the pandemic BY R E B E CCA G I B SON 164 www. t e c h n o l o g y r e c o r d . c om “Companies can’t just continue with how they have done things in the past ”