Digital Transformation: Improve the customer experience, the core of digitization
People come first in the digitization process. Customers and employees are at the heart of Digital Transformation projects, and it will be technology that will enable us to gain a better understanding of them, enabling us to offer them a homogeneous user experience at all points of contact with our organization. To achieve this, an omnicanal approach must be applied.
Digitization as Key to Improving Customer Experience
All organizations, whether they are industrial companies, distributors, service providers or public entities, work to meet the needs of our customers and users.
The organizations that undertake digital transformation projects put the center of their strategy to the users. People come first (customers and employees), and it is the technologies that help us gain a better understanding of our customers, and thus provide a homogeneous user experience at all points of contact of the customer with our organization, for which we must bear in mind an omnicanal approach.
Getting the customer to interact with our organization is invaluable, as it is a first-hand source of information that can help us develop new products or services, as well as improve existing ones. To achieve this goal, the most innovative methodologies and technological environments provide data analytics and tailor-made solutions: UX, Design Thinking, Agile, DevOps and Artificial Intelligence.
UX and Design Thinking key to the success of businesses that use design to better connect with their customers and discover competitive advantages
Design Thinking helps the rapid generation of ideas and prototypes with interactivity
Design Thinking techniques allow us to propose solutions to the needs of our users, based on a methodology that speeds up the creation of ideas and prototypes of applications in which the user experience can be validated and feedback.
If we want to understand the needs of users, we have to put ourselves in their shoes, see with their same eyes and perceive the same sensations, frustrations and satisfactions they encounter when they perform a routine task that we want to automate or improve. We have to be able to listen and provide the ground for them to tell us their own story and experience, and thus build new applications. These early stages of innovation have nothing to do with technology. They’re much closer to psychology and creative design.
Agile optimizes the effectiveness of work methodologies
Once we have covered the phase of identifying needs and presenting the first mockups and interactive prototypes that allow us to observe how the user behaves towards the new application, we have to start the development phase. For this task, multidisciplinary teams are created, in which users, creatives, programmers, operation technicians, QA testers and the business area that promotes the construction of a new application participate.
Agile is a set of methodologies that break with traditional linear planning (waterfall). It adapts very well to projects with open and changing requirements, which are implemented based on feedback received from users.
Agile methodologies approach developments incrementally, delivering functional prototypes, typically every two weeks. It is very important that the application delivered does not degrade the user experience raised in the creative design phase.
DevOps accelerates and shortens delivery times of new applications to market
At the same time, to shorten the time a new application is delivered to users, the solution comes from the automation of all development, testing and deployment processes, known as continuous integration and DevOps.
Artificial Intelligence and analytical technologies allow us to know our clients better in order to offer them the best service
The technologies needed to improve customer knowledge are available and allow us to design an advanced and personalized user experience, with a simple and intuitive interface.
Achieving good interaction with customers allows us to better understand their interests and tastes. Applying Artificial Intelligence techniques it is possible to analyse and compare the behaviour of a particular client with that of others who follow a similar pattern, being able to offer the services that best adapt to their interests.
The user experience improves when they perceive that we are in tune with their interests.
Digitization: a key strategy for the future of organizations
Digitization is a strategic process for any organization. It focuses on people. It has ramifications in all business areas and operations, with a strong impact on the organizational culture and the way things are done.
In addition, it requires the implementation of new models for building applications that are supported by technological architectures optimized for continuous integration and deployment, which in turn allow data and functionality to be shared with other organizations.