A strong digital identity allows an organization to be close to its customers across channels, wherever they are, and helps in building long-lasting customer relationships. A digital identity can be developed by understanding the contextual dimensions of a digital experience and using technology to implement the same, but it isn’t as easy as it sounds.
What makes a customer tick — online or offline, can’t just be defined by ‘digital’ or ‘data’. The perception of customer experience is complex and diverse like human emotions and is impacted not just by organization as a whole, but also by individual employees. And, a crucial element that most organizations ignore is ‘Culture’.
Digital Culture drives Customer Centricity
Digital culture is a cause célèbre.
As more organizations delve into digital transformation and seamless customer experience, they want to ensure that the change sticks but very few think of culture as a means. Long term results can be achieved by instilling a digital customer-centric mindset in employees.
To create a seamless digital customer experience, an organization should focus on creating a digital customer-centric culture. No one can ignore the famous quote by Pete Drucker, “Culture eats strategy for breakfast”. Culture is as important as strategy and impacts the customer experience, as employees who feel important as consumers of an organization, will treat the customers similarly. The organizational values imbued in employees, impact their behavior with -customers.
Getting your Customer Experience Culture right:
- Driven by leadership, employees need to want to change: Employee skills directly impact the customer experience at various touch-points and employees need to be engaged so that they want to change and learn. Clear communication of organizational vision and mission from leadership can drive this. Employees need to feel included and be a part of change to create a logical, emotional need to want to learn. This way they learn quicker, retain the new insights and skills longer. A win-win situation for organization, employees and customers.
- Hypercompetitive cultures rarely put customers first: When culture is marked by fierce…