When embarking on a digital transformation, it’s tempting to start with the technology. It’s a common mistake to begin by evaluating digital tools, the sheer number of which is enough to overwhelm anyone. But in fact, the key to a successful digital transformation isn’t the technology at all; rather, it’s putting in the work and effort to understand your customer and their pain points.
Far too frequently, companies will churn through digital solution after digital solution, blaming technology for not fixing a problem before moving onto yet another product in search of the “right” one. Unfortunately, not even the best digital solution on the market will solve your customers’ problems in a vacuum.
Companies would also do well to take a step back and understand why they feel the need to go on a digital transformation journey in the first place. The digital transformations that are wildly successful are the ones that are motivated by a drive toward customer excellence, both internal and external. As Thales S. Teixeira highlighted in his article on digital disruption in the Harvard Business Review, “Disruption is a customer-driven phenomenon. New technologies come and go. The ones that stick around are those the consumers choose to adopt.”
Pouring valuable resources into a solution that the customer doesn’t actually want or need will only ensure frustration for everyone involved. It’s not always the time, money or even technology that makes an idea great; rather, it’s ensuring that the idea is solving the right problem – one that the customer has identified as an obstacle in the way of a frictionless experience.
By deeply understanding your customers, you’ll naturally uncover the answers you’re looking for – namely, how and why to implement a digital transformation – and help ensure successful adoption of the solution.
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