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May 24, 2022 Growth Enablement

Digital Transformation Playbook: Removing Customer Friction to Boost CX

BrainSell Editorial Team
By Brainsell Editorial Team

I know I’m not the first to tell you that successful businesses revolve around the customers. As discussed in prior blog posts in this series, there are many aspects of streamlining a business keen on digital transformation — everything from redesigning how your company does business to streamlining your tech infrastructure to help instead of hindering you.  

But the ultimate goal of your digital transformation initiative is to serve your current and prospective customers better. Therefore, having a customer relationship mindset is key to ensuring your digital transformation bears fruit with the customers that can make — or break — your growth goals. 

Read on to learn how a better understanding of the importance of healthy customer relationships can give your teams more fuel to digitally transform the business to meet buyer needs. 

Finding the Customer Relationship Mindset

Forming happy, mutually beneficial customer relationships are the key to success for any business, and you must have a customer-first mindset when you go on your Digital Transformation Journey. This will help ensure your transformation bears fruit with current customers who can make or break future growth goals! 

Looking at your newly redesigned business processes, uncover each aspect where there is engagement with the customer. Talk with your teams about how customer engagement has fared over the last quarter and uncover the speedbumps. From there, you will see that there are a lot of hoops buyers tend to hop through to get the specific answers they want to their problems and needs.  

This empathetic approach to your customers’ needs can help you break down that common friction in the buying process and streamline how prospective buyers view your brand.  

Ultimately, having a customer relationship mindset when embarking on your digital transformation journey can lead to higher customer satisfaction, improvements in production and operation, and ultimately more revenue. 

4 Questions to Assess Customer Relationships 

After taking your team’s input on your new business processes, analyze your most recent past performance with customers, including closed/won and closed/lost opportunities.  

Understanding your past performance—especially with closed/lost opportunities—is vital to understanding where the customer feels the pressure on their buying journey and helps guide you towards ways to streamline that journey. 

Ask yourself these questions: 

  1. What do you notice that customers need? 
  2. How can you improve their experience when customers and prospects visit your site, talk to sales reps, or interact with your company, products, and other offerings? 
  3. Can these customer needs and expectations be addressed in your new business process? If not, it might need to be reassessed. 
  4. What are the friction points in the buying journey? 

When you find the answers to these questions, your company can tune its focus on action items that effectively address friction while also giving customers what they expect and need from working with your business. 

Connect with BrainSell to Find Your Path Towards Digital Transformation 

You don’t need to take your digital transformation journey alone! Having a partner who knows what they are doing can help streamline moving towards digital transformation and avoid becoming one of the 83% of companies that fail. That’s exactly what we are here for.  

Don’t be afraid to ask us questions. Reach out to us, and our team of growth enablement experts can share first-hand experience of what it truly takes to digitally transform your business right from the start.

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