Many businesses continue to adapt to the changes in their business environment that the COVID-19 pandemic has brought about at the end of 2021.
Global crisis forced many to innovate. This required them to rethink their communication with customers and repackage service and product offerings to meet the new landscape of digital transformation.
These numbers show this evolution. Statista reports that 97% of digital transformation survey respondents stated that the pandemic had accelerated digital transformation processes within their organizations.
The global spending on digital transformation will reach $1.78 trillion by 2022. How will this transformation take place?
James Bayhack, Director of Sub-Saharan Africa for CM.com shares his view on the technological trends that will define the businesses of tomorrow.
One solution for all omni-channel communications
There is an increasing number of businesses that interact with clients online and remotely, so it is important to improve and streamline communication channels.
This resulted in an omni-channel approach for Customer Experience (CX) that includes multiple platforms where customers can interact with business operators and other services.
This is a simple process that’s both easy to use and affordable. This is evident with Instagram and Twitter, which, in addition being social media platforms, offer business-oriented features that facilitate B2C communication.
The latest WhatsApp Business platform feature allows brands to create an eCommerce experience in the WhatsApp conversation. This makes online interactions quick, simple, and powerful.
With so many channels, comes the need for efficient and effective management. Many companies lack the manpower or resources to manage client conversations across multiple digital platforms.
A single technology solution is needed that can manage all communications and act as an end-to-end portal for customers throughout the customer journey.
One platform that combines existing technologies could allow companies to collect and track crucial customer and CX information. This data can be used to improve business decisions and speed up problem-solving. Businesses should explore this area in the next year.
Automation and humanity
While automation has been around for centuries, its use in the digital age represents a new frontier.
It is affecting almost every area of our lives with unimaginable results.
For example, take the 2021 Formula 1 Heineken Dutch Grand Prix. Here, fans can order tickets, purchase refreshments and have all their questions answered by a chatbot running through WhatsApp.
The Dutch Grand Prix was able to interact with its fans effectively and efficiently through data reporting and features like a suggested answer and internal collaboration.
This was possible because we deployed a Customer Data Platform to manage event preregistration data and used marketing cloud software for introducing attendee reductions in response to the pandemic.
Both event organizers, as well as fans, enjoyed a seamless experience thanks to the technology.
This type of technological automation is not only focused on improving customer experiences, but it also has the potential to have an impact on employee experience (EX).
The 2022 concept of total experience will guide many business decisions.
Employee wellbeing cannot be compromised by strong CX principles.
This has a negative impact on the company’s well-being. McKinsey research shows that employees who experience a positive experience are 16 times more likely to engage than those who experience a negative one.
EX is more important than ever because of employee uncertainty about the potential consequences of increasing automation at work. Happy employees cultivate happy customers.
Chatbot technology is another area of automation, and it’s a very popular one. It can streamline CX and boost it further with innovations in AI and machine learning (ML).
Gartner forecasted that 25% of customer service operations would incorporate chatbots into their engagement channels in 2020. This is a significant increase from the two-year previous prediction.
Customers receive a personalized experience from businesses through AI chatbots. They have longer availability periods and can also identify customer preferences and behavioral patterns to help them improve their products.
Chatbots can also be a time-saving tool for employees. They give them more energy and time for other tasks, which in turn increases their satisfaction.
Mobile connectivity is the future
Mobile phones are no longer a device that can be used to make and receive calls. In the first quarter 2021, more than half of all global web traffic was accounted for by mobile phones.
A large portion of the global population uses mobile devices to access the internet. This makes it necessary to invent and expand the service offerings.
M-PESA, Africa’s largest mobile platform success story, is based in Kenya. It revolutionized mobile banking across Africa and significantly improved financial inclusion.
Other than retail and banking, many other industries have adopted mobile platforms to provide quality service and products to customers. They deploy solutions that digitize old processes and increase convenience.
Businesses can use mobile to introduce new solutions, such as contactless payments, online registration, and even conversational channels.
They must adopt proactive strategies for engaging clients and embrace technology that fully takes advantage of mobile capabilities.
Today’s technology is capable of creating the path that is least restrictive.
These technologies will merge to create a digital economy and logistical system based on mobile connectivity.
Broadening connectivity opens up new commercial opportunities as well as the ability to tap into previously untapped consumer markets.
The key to success is finding unified solutions that combine as many functions as possible. Recognizing every touchpoint as an opportunity for commercial profit and supporting the customer journey in a seamless, data-driven, proactive manner will ensure you have a successful outcome.
We can help you build deeper relationships with your customers. CM.com can help you create richer customer experiences and last longer by providing omnichannel support that is always available.