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Customer Engagement

It’s all about engagement - maintaining relevance in a digital economy

The digital world is in acceleration and things will continue to move faster. The pressure is on to transform business models as we face the era of disruption. Technology, acting as an enabler, will play an important role in this era.

Let’s look at how organisations can survive and thrive in this digital era underpinned by a constant theme of engagement.

Disruption helps us sharpen the focus and understand what really matters. Far too often, we see organisations, both public or private, lose sight of what really matters when undergoing transformation.

So, what does really matter?

Organisations, especially in the public and higher education sectors, are constantly faced with pressures to:

  • Improve outcomes - student/citizen satisfaction, seamless interactions
  • Improve standing - employee recruitment, service quality & reputation
  • Improve operational management - transaction efficiency, financial stability, privacy and security.

Engagement is the common theme that runs across these 3 factors and it is vital in achieving the right outcomes to thrive in an environment of rapid change.

Engagement with customers, students, citizens and employees will help organisations sharpen their focus. Technology tools that aid in enhancing engagement will also be vital in improving outcomes, standing and operational management.

That is easier said than done. Delivering poor service can impact trust and low trust impacts digital engagement. Building levels of engagement that are sufficient for today will require organisations to reevaluate how they build engagement.

Organisations will need to build their capability to adapt through modern, seamless processes and platforms that allow seamless integration and agile delivery of new capabilities.

Coupling insight derived from data across the entire customer journey will help in delivering digital experiences that meet customer expectations.

Figure 1. (Source: Ovum “The customer-adaptive enterprise”)

Achieving this will require a change in mindset and will require an ‘outside-in’ thinking model as organisations look to become more customer-adaptive, as highlighted in Fig.1 above. But, only 5% of organisations are capable of adapting continuously and dynamically to the customer at this point. Most organisations still sit in the operationally connected area of the framework.

What lies ahead

Getting there will also require some work. What is needed is great enablement for greater service delivery but most organisations still operate with systems that deliver transactions based on departmental focus that chop engagement into departmental pieces.

Figure 2. (Source: Ovum “The Future of the Educational Technology Ecosystem”)

Delivering on an engagement-led architecture (Fig.2) requires a focus on process, insight and engagement across the organisation rather than just on systems and data.

As we move away from digital services and onto the autonomous era, expectations will change.

To deliver on customer expectations in the digital economy digital transformation will need to focus on engagement. To engage well organisations will need to set up the right internal processes and culture and not just focus on technology implementation. Once these processes are set up the organisation will be in a position to adapt to the customer and marketplace ensuring persistent relevance and maintain trust in an environment of continuous change.

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