How digital transformation is driving customer experience

CRM News, Lorge Blog


Digital transformation is forcing companies to change their business models and adapt to the new market. However, most of the time it is not the companies that are driving this change. Instead, this change is being driven by the customer.

Today, customers expect relevancy in relation to what they’re doing anytime, anywhere, and in the format and on the device of their choosing. Companies of today need to shift their focus from traditional, offline strategies to more modern digital strategies to improve their customer experience. In order to keep up with this new kind of customer, your business must embrace technology like CRM technology to deliver an unmatched customer experience.

In order to implement digital transformation, you as a business owner need to understand what it entails, and who the new digital consumer is. You will also need to know how you can use technology and data like Sage CRM to provide your customers with a better customer experience.

Digital transformation

Digital transformation is the integration of digital technology into all areas of a business, resulting in fundamental changes in how a business operates and the value they deliver to their customers.

Factors that influence a business’ decision to implement a digital transformation strategy includes customer experience and customer satisfaction. In turn, companies that do transform digitally are creating highly engaged customers.

These customers are:

  • More likely to try a new product or service from their preferred brand
  • More likely to have referred a brand to their friends, family, and connections
  • More likely to make a purchase with their preferred brand, even when a competitor has a better product or price

Furthermore, highly engaged customers buy more frequently, spend more per purchase, and have 3x the annual value (compared to the average customer). That’s a huge revenue opportunity you could be taking advantage of by digitally transforming your business, starting with the implementation of Sage CRM.

With Sage CRM, businesses have the ability to connect to external solutions for integrated datasets, all from a single customer-centric view across your entire business. Having this information on hand will equip your business with the information it needs in order to create tailored customer experiences. Put simply, Sage CRM can change the way your business interacts with its customers and how you provide your customers with a consistent experience whenever and wherever they need it.

Customers in the digital age

Digital technology has transformed consumer habits. Mobile devices, automation, and much more allow customers to get what they want almost exactly at the moment they need it.

What’s more, these new digital technologies have caused a shift in customer expectations, resulting in a new kind of modern buyer. Because of the opportunities that arise from using modern technology, customers often rate organisations on their digital customer experience first.

Sage CRM can allow your business to keep up with your customers by allowing you to easily track your performance against targets. You can perform lead, opportunity and close tracking, and you will have insight and trend-tracking with charts, dashboards, and reports. Ultimately, you will have the factual information you need in order to evaluate if you are delivering effective customer experiences.

Furthermore, Sage CRM allows you to rethink how you interact with your customers. You can replace cold calling methods with social selling. You can do this by performing email and/or SMS communications, you can create digital campaigns to target specific customer and prospect bases, and you can monitor the campaign’s progress and results reports.

In essence, being digital first with Sage CRM is not just about being reactive. It’s about being proactive in the way you help your customers, who use a wide range of channels to seek out support.

How to get started

Here are ways to help your business get started with digital transformation:

An agile, flexible IT environment

Having the right technology to power up digital strategies is fundamental in today’s business world. But, some executives believe their companies lack all the necessary technology to conduct a digital transformation strategy. Fortunately, organisations also recognise the need for implementing agile systems.

Sage CRM enables companies to be fast, dynamic, and flexible giving your organisation the ability to test new projects that are cost-effective and low-risk, allowing you to use the technology to meet customer demands quicker.

By easily connecting Sage CRM with your customer databases, you can digitally record all touch-points to create a 360-degree view of your customer. By using this data, you will learn how, when, and why your customers do business with you and from it, you can provide a better, more improved customer experience.

Personalised customer experiences

Customers want organisations to treat them as unique individuals. Companies can do this by accessing personal preferences and purchase histories.

Customers are more likely to buy from a company that:

  • Recognises them by their name
  • Knows their purchase history
  • Recommends products based on their past purchases

But, in order to take advantage of this opportunity, you need to invest and engage in CRM. If your business does not invest in CRM like Sage CRM, you cannot treat your customers as individuals. Without storing the history of how your business interacts with them, it’s impossible to provide a unique experience.

Sage CRM’s system allows you to analyse and study customer-related data based on customers’ interactions with your company. For example, you can get a good understanding of your customers by evaluating general requests, product quotes, and support enquiries. This data can then be used to create highly targeted messages to match customers’ individual preferences, which results in a more personalised experience.

Transform today

Digital transformation offered by Sage CRM allows organisations an opportunity to engage with modern buyers and deliver on their expectations of a seamless customer experience.

You will be equipped with an agile tool to meet customer demands quickly. You can use the data in your Sage CRM solution to evaluate your customer correspondence, purchase history, and behaviour.

Ultimately, Sage CRM ties together all the activities you perform in your company in order to provide a single, user-friendly customer experience.

By focusing your efforts on Sage CRM, you will help your organisation embrace the new digital landscape, exceed customer expectations, and improve your overall customer experience.

Have you started using Sage CRM yet?