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Build a Digital-first, Agile Culture <\/h3>\n
Getting the right people in place is a critical step, but they need to be supported by a framework that puts digital first. That means clearly defining your digital goals, communicating everybody\u2019s responsibilities, and showing how success will be measured. If you have a physical offering such as a shop, this should be integrated with your digital service too.<\/p>\n
Although you may be rapidly refocusing on digital right now, it\u2019s important to remember that it\u2019s not a one-off project. Innovation never stops and your customers will expect you to keep up with new trends. That means it\u2019s your responsibility to constantly reassess and refine your service. An agile culture, made of your agile team, will help you stay ahead of the curve. <\/p>\n
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Understand Your Customers<\/h3>\n
This may seem obvious. After all, knowing your customers\u2019 needs and desires is imperative whatever business you are in. But digital has the capability to give you even greater insights into what your customers want, so make sure you\u2019re capturing the data that truly does that. <\/p>\n
For example, as Yzelle highlighted, at ING, they refine what they offer and how they offer it, based on real-time information they\u2019re getting about their customers.<\/p>\n
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Use That Knowledge To Personalize Experiences<\/h3>\n
Building a full picture of your customers\u2019 habits enables you to personalize what you offer them, so they get to the most relevant pages and products faster. For example, Bosch offers professional customers a different experience to those using the same products for DIY. Focussing on technical information for the former and lifestyle inspiration for the latter. <\/p>\n
Similarly, Virgin Experience has gained invaluable insights into their markets during the pandemic. Their customer base is made up of two distinct groups: those gifting experiences for others and those buying treats for themselves. <\/p>\n
During lockdown the number of people buying for themselves understandably outweighed those buying experiences for others, as Josh highlighted:<\/p>\n
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Grow Your Digital Products and Services<\/h3>\n
You may have great people in your organization and a brilliant site that provides users with a bespoke experience but if circumstances prevent them from using your product, it\u2019ll come to nothing. <\/p>\n
For companies with services based in the physical world, lockdown pushed them to make some rapid adjustments. Virgin Experience, for example, quickly devised ways for people to enjoy experiences without having to leave their homes, such as wine tasting where the wine is delivered to a customer and the experts join them over video call. <\/p>\n
There are lots of examples of companies quickly and successfully shifting how their business operates. And although the pandemic will hopefully soon be a distant memory, it has accelerated a move to digital that is, to a large degree, here to stay. <\/p>\n
People who may once have been reluctant about shopping online have experienced the convenience and seen the choice that can be achieved, and they like it. To stay relevant, your business needs to continue to build on the changes you\u2019ve made and focus on accelerating your digital journey for 2021, and long after.
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Take Those Opportunities<\/h3>\n
Although it\u2019s been an uncertain and challenging time for many, there are clear opportunities for businesses willing to really invest in digital. Bloomreach customers<\/a> show what can be achieved despite the challenges that Covid has presented.<\/p>\n If you want to hear from these three experts in detail, you can watch the fascinating panel discussion in full<\/a>. <\/p>\n