The concept of digital transformation is most often thought of as the process of improving customer experience through the use of omni-channel Contact Centre technology.
However, only focusing on how comms technology affects the customer prevents your organisation from undergoing a full digital transformation.
This is because limiting your ambitions for change to the customer level prevents you from realising all the benefits of a digital transformation.
More specifically, it prevents you from changing your business at its core.
This is important because achieving change through the use of digital technologies such as Unified Communications (UC) and collaboration technology requires more than just implementing new tech.
Instead, you need to determine how you want to improve, and then you need to figure out which technologies you need to make that happen.
But to do this, you need to truly grasp the power of digital transformation and what it means for your business.
Past and Future of Unified Communications
Unified Communications is not a new concept. However, it has changed considerably over time.
Initially, the focus was on providing new ways for people to communicate with one another using technologies such as Instant Messaging and Presence (IM&P), peer-to-peer voice and video chats, and, most recently, audio and video conferencing.
However, nowadays, Unified Communications is centred around collaboration. It’s no longer just about making it easier for people to talk to one another but rather empowering people to work together to develop new solutions and be more productive.
A good example of a technology that enables this “wider team collaboration” is Slack, but even more advanced systems are being developed and implemented, such as Microsoft (MS) Teams and Cisco WebEx Teams.
In fact, MS Teams is one of the fastest growing business applications that helps organisations boost collaboration and productivity.
A New Way of Working
It’s important to always remember that technology is not the only driver of digital transformation.
Instead, digital transformation occurs when technologies are put in place that result in improved ways of working, methods you could not deploy earlier because you did not have said technologies.
This way of thinking is what we call “technology-enabled productivity”. Because of this, implementing digital technologies is not going to be enough to change your business.
You need to choose the right technologies for the type of change you want to bring about.
One of the biggest challenges in transitioning users to the new environment is ensuring user adoption. Most employees still find any changes in technology hard to accept. An employee who refuses to learn a new system or is negative towards new technology can dramatically affect those around them and the financial benefits of the investment.
It’s why an Adoption Strategy is so important when introducing new technology to your business.
Below are some of the possibilities for UC and collaborations technology:
1) A Transformed Workforce
Again, digital transformation is not just about technology. It’s about changing the way you work. But when you do this, you bring about yet another positive change in your company: a transformed workforce.
The idea is that when your employees see how technology can not only make their lives easier but also empower them to do more, they will begin to see their jobs in a new light.
They will begin to see all the possibilities that exist when the right technology is implemented in the right way, and this will turn them into digitally savvy advocates, which allows them to understand and assist your customers with their own digital challenges.
This sets in motion a virtuous cycle where the technology you implement empowers employees to be better, which then gets them thinking more about how they can improve, which leads to even more solutions and productivity.
Who wouldn’t want that from their workforce?
2) Better Workplace Analytics
Once you implement a technology, you will need to monitor it to see how it is used and how it impacts the business.
To do this, you need the right partner who understands what you’re trying to do and how well you’re doing at it.
3) A Transformed Enterprise Journey
In the quest to provide the best possible “customer journey,” many businesses overlook the fact that their ability to deliver to customers depends on the entire “enterprise journey”.
If you’re hindered by inefficiencies and redundancies on the back end, then you will be limited in the experience you can provide to customers.
As we move forward, though, UC and collaborations technology will allow companies to monitor and re-engineer manual process across all central functions to be able to improve the “enterprise journey” and, in turn, optimise the “customer journey”.
4) Improved Corporate Agility
The above concept of enterprise journeys is a great example of how UC and collaborations technology can help you manage change, but this is not the only case where this is true.
For example, if you use mergers and acquisitions to grow your market share, then you know how hard it can be to integrate new additions to your team.
However, with an integrated UC and collaborations technology platform, and the right partner to help you, it will be much easier to expand your team and keep everyone working in the same direction.
5) Joined-Up Businesses
Anyone who has worked for a large company knows how easy it is for each business segment to turn into its own separated silo. Communication across the business becomes difficult or, at times, impossible.
The right technology, however, can break down the barriers that get put up between multiple segments of the same business, helping to improve efficiency, as well as customer service.
For an example, let’s consider a bank. Those working in the front office may recognise a problem that needs to be fixed. In the past, finding the person who can help with this could mean making multiple calls, scheduling meetings, and working hard to track down the help you need.
But with a properly-implemented UC and collaborations technology system, front office employees will be able to look up who can help them, check their availability, request support, and solve the problem much more quickly.
This ensures the customer’s issues is solved on “first contact,” which will improve the overall customer experience, boost net promoter scores, and also customer loyalty.
Another example of this is when businesses are set up in multiple locations. Teams that work across different functions are often hindered by the lack of co-location, but the right technology can eliminate this obstacle and make it much easier for everyone to work together, improving your business’ agility and delighting customers along the way.
Making the Most of Your Digital Transformation
As you can see, a properly implemented digital transformation can truly change your business – with an emphasis on “properly”.
Simply upgrading your technology will not always get you to where you want to be because these technologies need to be in support of your overall goals, and they also need to be designed to change not just what you can do but how you do it.
To do this, you need to work with a trusted third-party who understands the different options out there and who can help you choose the right combination of solutions to achieve your goals.
We Can Help
When you work with us, we will spend time first identifying your goals. Then, we will implement the best of breed technologies most suited to help you achieve them.
Once we do that, we will continuously monitor the transformation so that adjustments can be made where necessary, freeing you to focus on transforming the way you work and improving customer experience.
So, if you’re interested in learning how to use digital technologies to transform your business to be more innovative, efficient, and agile, get in touch with us today.