In our first digital transformation post, we discussed how digitalization is a transformation strategy that will help your company remain ahead of the competition. Instead of simply converting paper-based, manual processes to digital ones (digitization), digitalization uses technologies to change a business model. Digitalization doesn’t just convert manual processes to digital—it reinvents the old processes to improve efficiency, cut costs and boost revenue.
In the digital age, your brand is much more than the logo you choose or the jingle that plays along with your radio commercial. Your brand is the sum of the experiences and interactions your business has with your customers and the marketplace. Regardless of your logo, slogan or other marketing efforts, your brand is largely defined by the opinions of the people who have interacted with your business—be it good or bad.
Defining Your Brand in the Digital Age
So what does digitalization have to do with your brand promise? At the heart of your business are your mission, goals and values. No matter what product or service you offer, the brand you build is essential to your success.
Today’s customers have far less brand loyalty than generations before. Endless options at the click of a button make it easy to switch when they are unsatisfied with a brand. But those who do stick with brands do so for an interesting reason. According to research, 64% of customers cited shared values as the primary reason for brand loyalty.
This insight offers an incredible opportunity to connect with customers and keep them coming back. Show your customers that you share their values, and they’re far more likely to stick with you.
So what is it that customers are looking for? As your business moves toward digitalization, it’s important to understand what your customers want so you can reshape your brand promise accordingly.
Here are 3 customer expectations you should consider while you digitalize your processes:
- Speed: Most customers expect a response from customer service in 1 hour or less. Most customers also expect companies to respond any time during the week, not just during business hours. Moreover, they would rather communicate digitally than over the phone.
- Personalization: Customers don’t want a cookie-cutter response to their inquiry—they want a personalized response tailored to their specific needs.
- Activism: The social media era has empowered consumers to be activists in nearly every aspect of life. The modern customer is much more likely to have an interest in areas such as your company’s ethics and stances on various societal issues.
Prioritizing Brand Promise During the Digital Transformation
As your organization transforms to meet the needs and expectations of customers in the digital age, make sure you don’t forget about your brand. Prioritize those digital initiatives that directly impact your brand promise. If you need to make adjustments to the brand in order to address the changing expectations of customers, don’t be afraid to do that. The last thing you want to do is stick to outdated ideas for the sake of posterity, at the expense of remaining relevant in the digital age.
Consider this: If great customer service is the mission of your business, but you fail to meet your customers where they want to be met—digitally—then you aren’t delivering on your brand promise. If your company promises prompt, accurate deliveries but your processes are riddled with inefficiencies and prone to errors, you can’t be fulfilling your brand promise. Your customers are watching. Make sure you are fighting for their loyalty with every weapon you have.
How Can PSIGEN Help You Fulfill Your Brand Promise?
PSIGEN provides process automation solutions for organizations of all sizes in a variety of industries. Our software can help cut costs, increase efficiency and improve collaboration within your organization. In turn, these improvements can improve customer service and increase the value of your brand. Whether you are looking to improve just one department of your organization or you are ready to increase efficiency throughout your enterprise, our experts can help tailor a solution to meet your needs. Contact us today to get started.
