Digital transformation isn’t a buzzword; it’s an integral part of virtually every modern business. In industries like healthcare, where personal connection is vital, digital transformation is the bridge that connects the human touch with technological brilliance.
Let’s explore how sectors such as education, hospitality, healthcare, and retail can ride this digital wave without losing the human touch.
Omnichannel is here to stay
It’s 2023 and customers want a seamless experience. It doesn’t matter if they’re getting medical help or buying their next pair of shoes—they expect the whole journey, from research to purchase and beyond, to be effortless.
This requires a blending of technology and human experience. Let’s look at one of the most human industries: hospitality.
You can easily book hotel rooms with Marriott using their app. It’s well laid-out, intuitive and has all their best deals in one place. You can access customer support then easily finalize the booking.
But when you go to the hotel, you’re still checked-in and looked after by warm, helpful staff. They could install screens for self check-in—with a techie nearby for any glitches—but Marriott understands where to draw the line on tech and retain the human touch.
In hospitality, brands with strong omnichannel strategies retain an astonishing 89% of their customers. It’s powerful stuff, but it’s all about balance.
How to make the digital experience real and personal
Ever felt like a website or app just understood what you wanted? That’s digital customer experience at its best. Sometimes there is no in-person experience. And in those cases, the experience still needs to be as real, empathetic, and understanding as possible.
For example:
- Healthcare providers can use data insights to offer personalized care plans, suggest appointments and check in on patients.
- Educators can create engaging content tailored to individual learning styles, using tools like AI to improve the learning experience.
- Retailers can respond to customer needs in real-time (e.g. live chat services) and provide personalized recommendations based on online activity.
In all of these examples we’re using cutting-edge technology to provide the best possible experience to fundamentally “human” services.
to help you keep it human?
The seven stages of the digital customer journey
One of many perspectives on the customer journey in the digital age goes as follows:
- Discovery—Maintain an active online presence so you’re easy to find.
- Awareness—Get on your prospect’s radar.
- Evaluation—Show why you’re the best choice (e.g. a retailer with detailed product comparisons).
- Conversion—Use smart checkout experiences to make buying as easy as possible.
- Experience—Think about your digital format: what can you do to stand out and provide a better experience?
- Support—Be there when they need you, with trained and helpful staff.
- Return—If you’ve checked all those points, you should gain loyalty and repeat customers.
At each of these stages there are numerous opportunities to leverage digital customer experience without sacrificing the personal nature of your business.
Best practices for creating loyalty-inspiring digital experiences
Creating a digital experience that resonates is an art. Here are four fundamental rules you can follow to nail your digital CX:
- Understand your customer—Doesn’t matter if it’s a patient, a student, or a hotel guest. You need to fundamentally understand them, what they’re going through and where they want to go. Conduct surveys, analyze feedback, and engage in conversations.
- Continual improvement—Keep evolving, like an innovative school curriculum that adapts to new educational trends.
- Transparency and feedback—Be open and communicate regularly with customers. Use their experiences and feedback to inform changes (improvements!) to CX.
- Use the right tools—Prioritize tools that simplify effort without damaging the human experience. For example, virtual room tours over virtual check-ins in a luxury hotel; the opposite for budget stays.
Conclusion
People are always banking on new trends as though they will be the future. For the longest time it has been AI, and now there is an increasing emphasis on the importance of human experience. Tomorrow, there will be something else that is simply bound to be the future.
The reality is that it’s all about balance. Some industries don’t need a strong, empathetic human element. Consider fulfillment: there is virtually no human presence outside of customer support and drivers because it just isn’t necessary. Technology is faster and more accurate than humans.
But the same changes in a doctor’s surgery or childcare facility are unimaginable. Digital transformations can be powerful here, but they are entirely different transformations. Harmonious ones.
The real key is understanding what your specific audience values most. If the human experience is fundamental to your success, then dive deeper—which areas exactly? This will help you identify areas where digital transformation is helpful.
Technology should enhance the human experience, not stunt it.
So, how will you strategize the digital transformation for your business? The best way is to drill down on what really matters to your customers. Conduct market research, capture customer feedback, and create a strategy that really works for your business. Sogolytics can help!
Our platform is designed to engage participants, decode feedback, and unveil actionable insights to inform the best decisions. Now sure where to start? Let’s get on a quick call!
