Customer experience is becoming a key focus point in many organisations as they begin their digital transformation, especially for the marketing department. However, the road to digital transformation is a long and difficult one.
ADMA’s Director of Communications and Customer Experience, Katherine Raskob, shared her insights regarding the challenges of embracing new technology and applying it to their business strategies during CMO Disrupt, Melbourne.
Although the hurdles of adapting to disruption are often more potent to larger, incumbent organisations, Raskob drew upon her experience at ADMA to argue that this is a widespread difficulty among smaller organisations as well.
It has been an undisputed rule that, in the digital age, a strong online presence is important to ensure success.
Raskob reinforced this by suggesting the development of ADMA’s website capabilities over 18 months significantly contributed to their customer engagement.
“So we discovered the website was really the critical part of people’s experience with ADMA and we needed to focus that more clearly,” she explained.
After carrying out a survey with members, engagers and stakeholders, Raskob discovered the ways they were appealing to customers.
“We found that customers interacted with us through a variety of channels for mostly education, events and regulatory resources.”
Therefore, this highlights the importance of understanding your audience and targeting your business strategies and online presence accordingly. To do this requires data.
Data Challenges of a Start-Up
Collecting and sharing information has been pinpointed as the key to success, and while many organisations struggle to unite all their functions, ADMA did not encounter this problem. Raskob argues that this did not necessarily mean that the transformation process was easier for them.
“We’ve heard people talk about how critical it is to gather teams from different silos and bring them together under one leader and I think, for us, that was less of a problem because we had such a small team. Having said that, it’s a long haul to digital transformation.”
For ADMA, the smaller and more agile organisation was helpful in some senses, but when faced with a smaller seat-count and less resources, they faced challenges of their own.
Content is Critical
Although a digital presence is important, it is the quality of the message you are delivering to your audience that truly matters.
With this in mind, ADMA looked at not only creating a more personalised customer experience, but particularly creating high quality content.
“Content is really critical for us to deliver.
“I think most of us struggle with this issue of there’s so much content we’ve got no idea how to actually measure it.”
Raskob drew on the example of Volvo’s advertising during the Superbowl in America to highlight how unique content can differentiate an organisation from their competitors. While other car companies used generic advertisements to deliver their message, Volvo capitalised off this by encouraging customers to Tweet Volvo whenever one of their competitors’ commercial was shown. This resulted in 2000 Tweets per minute and a 70% sales increase.
Here, the importance of unique, targeted content that can be measured effectively pinpointed the difference between success and failure.
Transformation is a Continuous Challenge
Remaining flexible to innovation and adopting new technologies is clearly important to prevent being disrupted, but this is not a challenge that is ever truly completed.
It is important to continually upgrade processes and look to the newest technologies to always stay relevant to your customer.
Raskob argues it was not beginning the transformation process that was difficult, but maintaining it.
“It really requires a change of thinking and approach and my team were up for the challenge but it was really difficult because some of them didn’t have the skills or experience to actually do that.”
One example she used was automation which she believes could be improved, especially in relation to their email platform.
Therefore, digital transformation is a long and continuous process that is not easy to achieve, but remaining open to its possibilities will put your company in good stead for the future. It is through experience, understanding your audience and particularly creating quality content that will achieve success.
Raskob summarised “It is critical to stay true to what you believe,” and in the case of ADMA, this was creating a personalised experience for customers.
“We’ve got a long way to go but in 18 months we’ve been able to achieve with a tiny little budget and just a few marketing team resources some amazing results.”
Whether it is a large organisation overcoming data silos or a smaller start-ups tackling a lack of resources and experience, digital transformation will eventually effect everyone; all organisations must approach the challenges of digital disruption as soon as possible.