Customer experience is becoming a key focus point for many organisations as they start their digital transformation.
ADMA’s Director of Communications and Customer Experience, Katherine Raskob, shared her insights on the challenges of embracing new technology and applying it to business strategies at 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.
Challenges of a Start-Up
Raskob argued that despite common assumptions around disruption, digital transformation can be as much of a challenge for smaller organisations that is is for established companies.
While having a smaller team had its benefits for creating speed and agility the challenges they faced were around resources. Within an intimate team, ADMA found that collecting and sharing information was a key point of success in comparison to larger organisations where functions are divided.
“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.”
However, with the benefits of lacking a rigid structure, they faced challenges with finding resources and a smaller seat count.
Content is Critical
While 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.
Raskob argues that the constant maintenance of transforming can be more difficult than starting the journey. As constant growth and development alongside emerging technologies are significant in maintaining relevance for your customers.
“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 continuous process that doesn’t have a defined end. It is through web presence, understanding your audience, and 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 startup tackling a lack of resources and experience, digital transformation will impact everyone; all organisations must approach the challenges of digital disruption as soon as possible.