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Bridge the Gap Between Digital and Traditional Channels
Never has a phrase so accurately (and succinctly) expressed the visceral essence of a year. Despite numerous attempts at forecasting and foreshadowing—we’re talking strategies, projections, The Weather Channel—no one could have predicted what was to come back in those early days of January. And how could we have? This year was, after all, unprecedented.
Which leaves us to wonder. What’s next?
While we may all be pushing to predict the future, inevitably, 20/20 vision only seems to work in the past tense—at least for now. So, in the meantime, we’ve put together a list of our essential insights from the past year to guide us and advise us as we head into 2021.
1. Digital is neither a passing trend nor a wave of the future. It’s here, and it’s here to stay.
The digital directive isn’t a new one. In fact, this strategic forecast has been around the block more than a few times. But this year changed something. Contact became taboo and digital itself underwent a transformation.
The world changed. Consumers adapted. Digital became the new battleground for customer outreach. And that doesn’t look to be changing anytime soon. As more consumers begin to adapt digital capabilities, organizations have been tasked not with keeping pace, but with setting it. Understanding what solutions make sense for their business and when.
2.Transformation is not one-size-fits all—like high-fashion haute couture, your digital evolution should be customized to your exact specifications.
The phrase “digital transformation” has taken on a seemingly ubiquitous meaning in the realm of business strategy, acting as a sort of catch-all for everything from an updated email platform to a full-blown technological takeover. But unlike the evolving treatment of the term, transformation shouldn’t mean everything to everyone. What works for one company won’t necessarily work for the next. And just because your competitor might have the latest tech doesn’t mean it’s will be right for your organization. Why? Because digital transformation is just as much, or even more so, about the people involved than it is about the actual technology.
Your employees, your customers, your business. It’s unique. And the digital direction you decide to follow should be too.
3. Batman and Robin. Antman and the Wasp. Digital and Traditional. Two is always better than one.
Have you ever really pondered the existential crisis that is losing one, singular sock? What should be small nuisance is in fact an entirely irritating, all-consuming experience. But why? The answer is simple enough: a sock doesn’t work without its pair.
It may seem like a jump to go from socks to solutions, but the logic holds true. Digital and traditional communication tools work better together. Digital capabilities have expanded the horizon of business, opening new avenues to customer outreach and engagement. But you know what a digital solution can’t do? Mail a post card, literally putting your message into a customers’ hands. On the other (literal) hand, traditional solutions can’t facilitate real-time communication with those customers.
In other words, one sock can’t cover two feet. You need both.
As this year taught us—again and again—the future is unexpected. But maybe hindsight is more than just 20/20. Maybe hindsight is preparation, strategic evolution, a bridge to the “what’s next”. Transforming your business to connect with the future.