FEATURE
The businesses that have thrived over the past year or so have implemented the right combination of people , processes and technology . Leading vendors stood out by leveraging systems to shift or change the way their customers do business while supporting the adoption of new processes or channels , adapting to their customers ’ changing needs .
When it comes to customer and brand loyalty , honesty is key – especially given customers ’ experiences throughout the pandemic . Vendors and channel partners have a responsibility not to push the latest technology solutions on to their customers , but to actively solve the challenges that they are facing – and this often doesn ’ t begin with technology . In fact , providers need to establish where a customer currently stands in their Digital Transformation journey : their ‘ digital maturity ’.
Ash Finnegan , Digital Transformation Officer at Conga
and micro changes . You could identify where providing additional training or support to a staff member would help them to perform a task more efficiently . Or you could begin to gather information about a regular patient or customer to anticipate and personalise interactions with them .
Either way , when people get the sense that you have their best interests in mind , they ’ re more likely to share their thoughts and expectations . That conversation can strengthen the brand relationship . And what your customers and employees tell you can become a competitive advantage .
Ash Finnegan , Digital Transformation Officer at Conga
Culture and loyalty are central to any organisation and the more successful providers foster channel partner and customer relationships at all times .
This involves starting with their customer ’ s issue , reviewing their current operational model , and identifying any pain points across the business cycle . Only then will customers see where change needs to occur to progress and improve their organisation ’ s overall operability .
Customers can then start to establish clear business objectives and identify technology solutions that will help them to achieve these goals . That way , customers have a clear picture of the current state of their business and what the next stage of their digital journey should be .
As a service provider , customers need to trust your ‘ brand ’, it is a two-way relationship . Vendors need to prove that they are , in fact , loyal to their customers and looking to make a customer for life . After all , brand loyalty stems from trust and performance . Be honest in what can you actually deliver for your customer and how can you resolve their issue . In some cases , this may involve working with a channel partner or another provider .
To summarise , Digital Transformation is a learning curve and a journey – vendors and channel partners need to be mindful of that when advising their customers . Most importantly , they need to listen to them properly and solve their problems , as opposed to pushing the latest ‘ innovations ’ – what works for one , may not work for another .
By doing so , customers will be more inclined to go back to you for advice as they will trust your judgement . You will have forged a relationship and established brand loyalty . x
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