Digital transformation is critical for all businesses today—but it isn’t something brands need to take on alone.
Especially in the B2B world, involving customers in the transformation and making them valuable partners can lead to long-term success for the company, its B2B clients and their end-user customers.
Transformation Requires Relationships
Didem Cataloglu, President & CEO of DIREXYON Technologies, says companies must realize that customer experience is a journey and that many companies, especially in the utilities and energy industries that DIREXYON serves, are facing lots of changes.
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In a digital transformation, Cataloglu says that technology is just 20% of the solution. The other 80% is about the people. When going through a digital transformation, she recommends looking at it from the perspective of humans and how it impacts and changes their work and processes. Instead of immediately jumping to the newest or fastest new technology, consider the solutions from a human point of view.
As a technology company, DIREXYON provides technology. But Cataloglu says success comes from bridging the gap between technology and people. The brand’s main priority is connecting with customers, understanding their business needs and bringing them the best technology solution.
Success Comes From Providing Value
Involving customers in a digital transformation requires including them in conversations early on. The goal is to understand how the technology will improve their lives, but that’s only possible when companies know their customers and understand their processes and values. Companies can then advise customers on what’s coming and prepare them for the transition. Each journey and transformation is different, but becoming a trusted partner to customers means guiding them through the process and providing individual results.
Cataloglu says the ultimate goal of a digital transformation is to create value for customers. And that value will change based on the individual needs of each customer and their end-users. Set goals at the beginning of how they will reach that value and check in with that goal throughout the process. Providing value should be the guiding force throughout the entire transformation.
Digital transformation isn’t a one-time thing. It requires continual adoption and evolution, which means companies and their B2B customers must have dynamic relationships to progress together continually.
Cataloglu’s best advice is to get closer to customers and listen to them. Use those insights in your strategic planning to create personalized digital solutions. Transformation and providing value to customers isn’t easy, but it gets easier with technology.
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Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the Future. For regular updates on customer experience, sign up for her weekly newsletter here.