Published on February 20, 2022
Putting employees at the centre of your digital transformation is as important as putting customers at the core of your customer experience. Effecting a company-wide digital transformation comes with many great benefits. However, you may also face some challenges. Because change impacts every part of the organisation, you need to get cooperation from all corners of the business.
As it relates to Customer Service and Experience, three goals of digital transformation are:
Companies face several challenges when ramping up to start a digital transformation initiative. Typically, they find a mix of political and organisational issues that include a lack of:
C-level buy-in is central to any company-wide effort. The key to real digital transformation is the participation of all front-line executives whose businesses are affected. C-level executives themselves may be reluctant to take risks when transforming their business. Many people assume that employees will be the major roadblock to achieving success, but without a clear mandate from the top, the transformation can’t proceed. For this reason, the C-level needs to explore their feelings about making the effort a success.
One essential action that helps executives see the value of transformation is to tie business goals to technology goals. They need to understand how the business will be improved: a better experience for employees and customers retains existing clients and positive word of mouth delivers new customers. On top of that, new revenue can be generated from satisfied customers. Understanding the growth and revenue opportunities can go a long way to helping executives enthusiastically participate.
Identify those leaders who can champion the change and model the correct attitude and behaviour toward change regardless of where they are in the organisation hierarchy. All executives must work at fostering and maintaining a digital culture. They need to understand that there may be push-back from people who don’t want to learn new ways of accomplishing their work, but the right culture can help everyone move forward.
There are generally four classes of employees you may confront when embarking on a digital transformation. They’re the employees who are:
In truth, you’ll probably find a mixture of motives. Being aware of them all is the key to helping your employees achieve success.
ServiceNow has developed the “Now Value methodology” that helps guide your digital transformation from vision to value using the following steps:
Being able to demonstrate success is key to keeping a digital transformation on track. It has been shown that being able to tie business goals to specific metrics goes a long way to keeping the C-level supportive. Inevitably, when revenue and EBITDA growth can be directly traced to the effort, everyone gains a new respect for the effort.
Implementing a digital transformation is complex, risky and takes time but must also be customised to meet the needs of each individual organisation. There is no one size fits all and for this reason you may need an expert partner who understands the technology as it is applied to your vertical market. The right partner will have an implementation plan they can tailor to you that includes all the key success factors and outlines all the steps involved and resources necessary to effect change.
Most people aren’t fond of change. Convincing them that changing their behaviours will directly benefit them is key to overcoming their reluctance. Add that to the fact that any difficulties affecting their personal lives may also have an impact. For example, do you get started immediately or wait for a global pandemic to end before commencing on a large company-wide initiative that requires people to come together under one strategic objective? With the right partner to assist, you may find that even in difficult circumstances success can be achieved.
Also, once change starts, it’s ongoing. New ways to accomplish things are always being found, customer expectations change and new technology makes changes easier to implement. For these reasons, employees need to be prepared for continual long-term changes.
By developing an effective workflow, employees can be shown that spending their time working on the right things, not just the things that appear in their inbox, is more valuable and satisfying. It would be great if all employees embraced digital transformation and jumped into it enthusiastically. However, that won’t happen. Therefore, management needs to be sensitive to employee’s fears and concerns.
Help get your employees get onboard in the following ways:
Excellent customer service depends on identifying black holes and gaps. The last thing you want is to leave someone waiting with no resolution in sight. Aside from the bad service, you can be sure that unhappy customers will make their displeasure known to others and even on social media. It’s important to regularly audit your customer journey and make sure the experience always meets your defined standards. Creating workflows with detours and escalation paths helps ensure resolution timelines are adhered to, so customers are never left waiting.
For more information on achieving excellence in Customer Operations download the free eGuide below.