4 STRUCTURAL APPROACHES TO BUSINESS DIGITALISATION

Business development is a venture that goes beyond achieving your business goals or honing your market offerings.

Over the years, business development has evolved to accommodate the advent of the digitisation of customer experience. We've witnessed the conversion of customers (and consumers) to users, the adoption of mobile applications, and the fusing of markets into a global audience. This emergence has introduced new strategies to help transform and establish businesses as digital labels.

Business digitalisation, on the surface, involves enabling access to a business via digital platforms. But an in-depth analysis shows an intricate transformation of a business's model using processes, strategies, and tools that drive better outcomes especially when it comes to customer experience. So that while technology is explored on every operational level, the focus remains on optimising the interactions between brand and customer.

WHY DIGITALISATION?

Business Digitalisation doesn't just impact customer experience; it also changes how the business is perceived within and outside. It eases adoption, communication, access and collaboration within and across teams. But perhaps the most important use of digitalisation is in the possibilities it creates for disruption and expansion.

Now, the good news is that business digitalisation is so diverse that it offers various entry points to achieving total transformation. Here are four approaches you should explore to accelerate your gains from digitalisation:

The Foresight Approach: This approach is where considerations are put in perspective. How would these new protocols affect the business? What repercussions should you prepare for? Whose interest would be most affected by this decision? How so? Exploring every possibility helps you create a foolproof strategy that can last the business a couple of years.

The Tailback Approach: When digitalizing a business, focus should be placed on making the process as easy as possible. This means that you should optimise for seamless user experience and navigatable systems. One way to do this is to implement intuitive designs into your product. This ensures that there is minimised tailback and your users do not have to take a tutorial to interact with your product.

The Support Approach: Product adaptation is often a long and arduous process. Providing support, like a dial-in number, a customer rep or a bot eases any challenge that may arise within the customer journey. But you must ensure that each issue is attended to promptly and approached with empathy.

The Feedback Approach: We spend so much time in our own heads that being objective about our affairs can sometimes be difficult. This is where feedback comes in - to help you see the world's perspective. You learn how your customers interact with your product, and how it affects them. It also helps you further understand what processes work perfectly and which need to be improved. Using this approach, you can draw out an analysis and survey to ascertain the impact of your digital processes on your business.

The reality is that business digitalisation is a gradual process that requires consistent effort. But irrespective of the level of development if done right, digitization and digital transformation can help turn just about any company into a more customer-centric, high-performing organization.

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