by: Mary Ellen Poindexter, Chelsea Heath, Matt Oberlin and Lauren Smith
Regardless of the industry, companies are recognizing that undergoing a digital transformation is not an option, it’s an imperative. It’s therefore essential that companies transform the way in which they operate with data. Companies cannot afford to keep data about customers siloed, with contact center data separate from online and in-person interactions. Yet the disconnect between all these disparate datasets is an all-too-common reality for many businesses. This is in part a holdover from the age of data warehouses and spreadsheetbased data analysis, and also due to the difficulty of changing organizational operations wholesale.
Taking a journey science approach to digital transformation means you get an accurate map of how your business is operating and run. The journey approach can reveal a great deal about how companies operate as a whole, which leads to long-term success. Companies need to know how and why consumers interact with them and how they respond to those interactions. They need to know how each of their departments runs. And only once they know this can they then implement measurements that better help them track improvements and changes. These benchmarks are key to knowing how many customers businesses have in each channel and how they can increase the numbers in digital channels over time.