Drivers of Digital Transformation

So far we have seen the introduction of digital transformation, the various terminologies used in digital transformation, the connection between Change, Innovation and Transformation, The different levels of digital transformation. Today let’s look at the drivers of digital transformation.

The drivers of digital transformation can be broadly categorized into two main categories: external and internal drivers. Our focus for today is external drivers.

External drivers of digital transformation include:

1. Technological advancements: Advances in digital technology are creating new opportunities for organizations to innovate and improve the way they operate.
2. Changing customer expectations: As customers become more digitally-savvy, there is ever increasing need to improve the digital capabilities and enhance customer experience.
3. Competitive pressure: Organizations that don't embrace digital technology risk being left behind by more digitally-advanced competitors.

Today I will elaborate on customer experience is being the lynchpin ?of external drivers and to really improve it, requires designing customer experience from Outside In perspective. To narrate the steps involved in enhancing the user experience, I would like to mention my user experience with ClearTax portal as an example, which is one of the leading tax filing sites in India.

Step 1 : Understanding ?Customer Journey : To achieve digital mastery it is so very important to explore what customers do and why, where and how they do it. Customers obviously come to clear tax to save their IT filing time without any hassles and it should be easier for them to understand also. I am sure you would agree with them filling up complex forms for capital gains for equities and mutual fund, is a nightmare if it is not simplified.

ClearTax minimizes manual entry, where it picks up all the personal information from the previous filing, and our key identifiers like Aadhar and PAN and it doesn’t even require the user to choose the IT form. It chooses the IT form based on the information entered and it has got various upload options.

Step 2: Enhancing customer engagement

This in turn requires four factors :

User-friendly interface: ?Designing website and platform to be user-friendly and intuitive, making it easy for users to navigate and understand.

Personalized experience: Usage of ?data and analytics to personalize the user experience, making recommendations and presenting information that is relevant to each user's unique needs.

Interactive features: Interactive features, such as calculators and quizzes, to keep users engaged and help them better understand complex tax concepts.

Mobile optimization: Optimized platform for mobile devices, making it easy for users to access the platform on-the-go and provided them with the real-time status update

Straight throughput processing : Users don’t have to leave the leave the site

ClearTax scores well in all the above aspects

Step 3 :Blending ?physical and digital experience:

?Following are the ways these experiences can be blended. For the ClearTax example it would be :

Integration with physical documentation: ?Allowing users to upload physical documents, such as PAN cards and salary slips, to their digital accounts for safekeeping and easy access.

Hybrid support: Providing a hybrid support model, where users can choose to interact with a physical representative for assistance, or receive support through the app or website.

In-person assistance: Offering in-person assistance at select locations, where users can meet with a tax expert to discuss their tax-related questions and concerns.

Real-time updates: Providing real-time updates through its app and website, allowing users to track the status of their tax returns and receive notifications when there are updates.

Digital signature: Allowing users to sign their tax returns electronically, eliminating the need for physical signatures.

This hybrid approach provides users with the best of both worlds, allowing them to enjoy the convenience of digital technology while still receiving the personal touch of in-person assistance.

Step 4: Value Added Services:

Extend the core services with value added services. For the ClearTax example it would be Tax planning, GST compliance, TDS compliance, Investment support etc.?

While it is not my intention to advertise for ClearTax and I really want to appreciate them with the user experience they are providing.

?Please share your thoughts on what comes to your mind when you think of the user experience ……

?Let’s look at the internal drivers in the next segment.

?#digitaltransformation #digital #devops #automation #quality ?#cleartax?