Put very simply the success metric for a digital organisation is the level of customer engagement and satisfaction.
With customers increasingly going online for almost everything from booking holidays, flights, medical appointments and entertainment bookings to shopping, banking, paying bills and trading shares and so much more, it is critical their experience is a positive one.
While complete digitalisation could be still out of reach for some businesses due to size or their product or the service on offer, it is still important to have a level of presence online.
In general, research shows that companies showing growth have already embraced the digital age and are some way down the track of transformation.
Uber for example, transformed the traditional taxi service by digitalising the whole taxi experience for drivers and customers alike and including the cars. It is not just a mobile app to hail a taxi, everything is online and tracked from the time a customer goes online. The Uber experience also includes customer support for drivers and customers.
UBank is a retail bank which is entirely online, there aren’t any branches and no sales staff, yet it is a very successful business because NAB, its parent, realised there is a particular demographic with different requirements and they set about creating an environment to suit the digitally aware customers. Lower costs and no fees are also the hallmarks of this strategy which, of course, adds to the appeal.
FedEx enables customers to book services online and track their items from go to whoa, whether it is a pick-up or delivery. Payment is also done online, with receipts and invoicing done electronically. As yet they don’t have robots doing the collection and delivery, so you can get to see their friendly drivers.
The University of New South Wales not only provides high-performance Wi-Fi for students and faculty to study and socialise, their facilities management has sensors on rubbish bins to indicate how full they are and identify common areas which need cleaning, so the network can deploy resources where needed.
Starbucks, it is not just the coffee. While the group has 34.8 million visitors via their website and mobile apps, 94% of all Facebook users are a fan or friend, that’s 54 million fans, then there are 3.4 million Twitter followers and 900,000 Instagram followers. Consider 100,000 downloads of its apps per week, they also booked $3 Billion in payments via its loyalty card and cut customer’s waiting time in queues by 900,000 hours.
In-store customers can access the New York Times, The Economist and the Wall Street Journal plus local content depending on their location. So whatever you may think of their coffee, these are impressive numbers and it is all about the customer.
Then there is Amazon, Facebook, eBay, Netflix and there isn’t any doubt about their success in the digital era.