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Spend Matters welcomes this guest post from霍华德蒂尔斯基，“赢得数字客户：反对不可挽回的解毒剂”。
今天的客户被数字驱动。因此，如果您的品牌将蓬勃发展，数字必须是您所做的核心。附加组件和调整不够好。为了赚取并保持客户的爱，您将不得不确保快速而无缝地访问您的产品和服务。
Feeling lost? Find your way with one of our tech capability roadmaps. From sourcing to spend analytics, and CLM to e-procurement,探索花费的所有模板TechMatch℠. Foundational, Modern, Advanced.
For most legacy companies, this requires total transformation. My new book, "Winning Digital Customers," lays out a five-step process to help you make the shift.
Step 1: Understand your customer
Customer centricity is essential. You must understand your customer on a deep level if you are to create the kinds of experiences that will move their behavior in the right direction. This requires several types of research, such as:
Indirect customer research.您可能已经拥有丰富的客户洞察力，在您的企业内部的各种不同的地方，从数据库到PDF到客户面向脑中的大脑中的知识。开始分析它以了解它意味着什么以及它如何与先前定义的研究问题有关。万博体育下载app
直接客户研究。万博体育下载app使用最佳实践技术直接与客户联系，例如客户访谈，观察研究（观察他们购买或使用您的产品），标准化措施（如净推广者得分）和调查。万博体育下载app
综合研究客户人物万博体育下载app. The final step of understanding your customer is synthesizing the research and creating generalized composites of specific types of customers.
第2步：地图客户旅程
After you complete Step 1, you’ll have the insights needed to draft a vision of a future experience that will inspire customer love and trigger the desired thoughts, feelings and behaviors. You can draft this vision in the form of a “customer journey map” — an infographic communicating the end-to-end customer experience you intend to create.
您需要映射您当前的国家之旅。This process visualizes the “real-world” experience customers and prospects encounter today as they try to purchase and utilize the products or services your company offers. This is important, because in most companies,nobodyunderstands thewholecustomer experience. This helps you understand a) what’s good in your customer’s current journey (so you don’t “mess it up”) and b) those areas where customers are having to exert a lot of effort or are experiencing “pain” in their current journeys.
Then, you’ll need to compose your future state journey.未来的州旅程地图记录您想要迈向的愿景 - “北极星”野心，未来客户应该通过旅程生命周期的所有阶段体验您的品牌。客户旅程是讲故事的工具，这是您的机会，以这种方式写下故事。
Step 3: Build the future
Once you have the overall customer journey defined, it’s time to start driving the transformation necessary to build the future.
You’ll need to implement transformation of four supporting elements to achieve an excellent customer experience:technical architecture, robust and secure data, business operations and the organization’s economic business model.
使用设计思维2.0来构建未来。Next, it’s time to embark on a more detailed product development process so you can document their exact features and interfaces with enough detail to implement them. In this updated version of design thinking, you’ll build upon the existing framework of the process by incorporating new steps that will take your customer journey map and make it a reality.
Step 4: Optimize the short term
Building the future can take quite a while. But there are usually some areas where you are currently “letting the customer down” that you can fix quickly. By focusing on “low-hanging fruit,” you can get quick results within your current reality — no matter how far along you are within your overall transformation.
Doing this work gives you quick, measurable, sustainable financial benefits that can help fund larger transformation as well as demonstrate to key executives that they have a “reason to believe” that your overall transformation program is capable of driving tangible business impact. Second, you improve your customer’s experience, which improves brand perception and demonstrates progress.
Step 5: Lead the change
Perhaps most importantly, digital transformation requires bold, courageous and determined leadership. Here are the steps transformational leaders can do:
- Overcome enterprise resistance to change.Most people actively resist change, often to their detriment. Leaders of transformation need to become experts at the various flavors of “resistance to change” and tactics to overcome them. To achieve this, you can create a burning platform for change, define clear goals and celebrate signs of success, sustain conviction even when things go wrong, and much more.
- Assemble transformational leaders and teams.Begin by finding your “innovation hero,” someone who has the vision and tenacity to make it their personal 24/7 mission to drag their enterprise toward digital excellence no matter how challenging or how much resistance they face. (This will be the person with the “superpowers” of super vision, courage and strength, speed, time travel, and other qualities you’ll learn more about in “Winning Digital Customers.” But no superhero does it alone. As a leader, a key part of your job is assembling a leadershipteamof superheroes, all of whom embody core characteristics, but each of whom brings a special area of strength to the team. Some of the types of specialization you’ll need include: the business leader, the product leader, the user experience leader, the technical leader and more.
- 向前看。Choosing where to start depends on your situation. The good news is that there are many “right” answers. You might start by assembling an informal digital transformation leadership team. Or start by commissioning research to map out the current customer journey and use that to start building your platform for change. Or start with a specific new product that needs innovation and apply the principles of design thinking 2.0 to prove that it can work. Starting any place is better than waiting.
If you’re a legacy brand, you already have the talent, assets and history you need to thrive, but lack the customer love. These steps will set you on the path to adapting to meet your customers’ modern needs and stay relevant in the Digital Age.
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