SERVICENOW : FOUR STEPS TO BECOMING A DIGITAL BUSINESS WITH LONGEVITY
The complexity and evolving nature of Digital Transformation have drastically changed since the pandemic . With the need to deliver a unified experience in challenging and emerging environments , how can decision-makers digitally transform their organisations ? Mark Ackerman , Area VP , Middle East & Africa , ServiceNow , explains how businesses can best prepare for this digital economy and empower the customer at the same time .
t is difficult to imagine
I an enterprise in the Arab Gulf – or , indeed , anywhere – that is not , to some degree , a digital business . Software , whether on-premises or running in the cloud , is the great differentiator . Basic applications deliver the minimal productivity required to keep up with market demands and more advanced technologies automate , analyse , predict and advise . Together , these tools allow regional enterprises to contribute to the myriad economic visions of ambitious governments as they build sustainable , knowledge-based societies .
Businesses must reflect the economy in which they operate . Economies are increasingly digital , therefore businesses must become capable of operating and scaling in these emerging environments . Challenges are not what they used to be . Where a business previously just had to worry about efficiency , now it has to contend with pleasing the digital-native customer and attracting the digital-native employee . In this pursuit , applications rule the roost – delivering data-centric services that become the fuel of shrewd decisions . Here are four things regional decision-makers should bear in mind as they digitally transform their organisations .
1 . Build customer-centric services
Knowing your customer has always been essential , so why should we do anything different when designing our digital business ? No matter what it sells – Software-as-a-Service , clothing , cars , food – the modern enterprise must deliver a unified experience that thrills customers . That does not only mean catering to their immediate whims
Mark Ackerman , Area VP , Middle East & Africa , ServiceNow
( always having the right items in stock , personalising customer service to build rapport , being flexible on delivery and providing multi-channel engagement options ). It must also include predicting what they might want and when they might want it .
Business intelligence of this standard requires not only deep and broad Digital Transformation but a fundamental culture shift that prioritises the customer relationship – moving from transactional to relational interaction . The metrics and workflows of modern digital platforms allow businesses to monitor how their offerings are being adopted and integrated and what successes they are bringing to customers . Through this approach , relationships become something to be maintained , renewed and enhanced as an ongoing project .
With this kind of culture in place , workflow tools that connect touchpoints will allow companies to deploy Artificial Intelligence that can predict the potential loss of a customer and trigger a fresh workflow to redress the satisfaction deficit . Metrics such as active users , engagement scores and retention rates
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