As the enterprise landscape continues to evolve with the acceleration of the digital transformation journey of enterprises, it has become key for them to differentiate themselves in the market. Hence, CMOs need to help enterprises successfully move toward digital maturity.
The pandemic has helped to fuel online sales in 2020. But, as the digital channels become crowded, brands have come to terms to find effective ways to keep their customers’ attention. Since, face-to-face relationships are on pause, it is no wonder that brands have left with no choice but to find newer and more innovative ways to relate and engage with the customers.
For B2B enterprises that often are guilty of self-awareness of their brand’s image, not having a marketing mindset can stop them from pursuing out-of-the-box digital transformation approaches. Since the marketing department has a deep understanding of their customers’ motivations and behaviors, providing them tools which the IT department chooses without their inputs can result in a fractured digital experience.
By unifying marketing and IT strategy, brands can achieve their customer-centric digital transformation objectives. Below are a few steps they can take to provide a memorable customer experience while implementing their digital transformation.
Customers are always seeking out to build relationships with their brands. Hence, by educating them about the brand and the benefits of using the platform, they can ensure that the customers engage with the business. When brands actively make efforts to build trust and understanding of their business and process, prospects are more than happy to choose them for a product or service.
Delivering an engaging experience
In today’s increasingly digital world, customers are tired of using various platforms to engage with their brands. Having too many siloed products or services can have a negative effect on customer communication. Hence, enterprise brands must take initiatives to unify all their infrastructure capabilities in a single platform. This ensures that customers can get a unified, seamless experience across all the devices.
Integrating internal and external communication
Today many brands are actively taking initiatives to regularly update and improve their websites. They are pivoting their investments towards creating new avenues that help to engage with customers. But, websites often fail to enable interaction between users and associates. This has forced the representatives to opt for third-party systems to communicate with their team members and customers, significantly reducing efficiency and security.
Therefore, the marketing department must work with the IT team to identify a platform that provides an end-to-end business experience for customers. Furthermore, the platform should provide tools to the employees for performing their jobs efficiently.
In today’s rapidly changing digital transformation, customers are demanding better digital offerings. Hence, it is imperative for a brand’s IT and marketing team to be on the same page to implement tools that will meet the needs of their customers.