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Digital transformation: what does it really mean for your contact centre?

There is a lot of interest, and talk about, digital transformation.

But there is also a lot of confusion, and some misinformation, about what digital transformation means.

We’ve seen all kinds of misinterpretations of this term, including:

Digital transformation means implementing a new solution. No, a digital transformation isn’t just about software or tools.

Digital transformation just means using your software more effectively. No, digital transformation is about transforming your business – not just making incremental improvements.

Digital transformation is a short-term project. A true digital transformation is an ongoing project. It’s about constantly innovating and finding smarter ways to do business.

What is a digital transformation?

Digital transformation is about more than technology.

It’s about using technology to its maximum potential to make an organisation more effective. It’s about changing the company culture so that innovation is prioritised, change is welcomed, and mistakes are tolerated as part of the learning process.

Digital transformation is about leaving the past behind, walking away from inefficient and wasteful analogue processes and keeping up with nimble competitors.

Some commentators highlight the negative drivers of digital transformation. A Guardian contributor wrote that: “Businesses don’t transform by choice… Businesses go through transformation because they have failed to evolve.”

We largely disagree with that comment; in our experience, some organisations choose digital transformation because they recognise the benefits, not because they fear the risks.

We believe the digital transformation is the process of integrating the right technology into an organisation to deliver benefits to its employees and value to its customers.

The process of digital transformation

A digital transformation is inevitably different for every contact centre. Your digital transformation depends on several factors, including:

Digital maturity. How advanced is your digital journey? Are you already half-way there – or are you relying on legacy systems that are well overdue for retirement?

Leadership. Are your leaders on board? Or is there some reluctance – or scepticism – around digital transformation?

Culture. Is your company ready for a revolution? Do your colleagues embrace change? Or are people worried about the impact of digital approaches on their work?

Solutions. What solutions does your business rely on? Are they fit for the future? What are the risks of moving to new solutions – or of staying put?

Processes. A common driver of digital transformation is the opportunity to revise the way things are done. If processes can be digitised, automated or synchronised, then employees can spend more time on valuable work – rather than doing admin and data entry.

Opportunities. What opportunities does a digital transformation present? What can you do better? And what new services or products could you offer? How could you improve customer experience?

Threats. Who are your competitors? And how advanced is their own digital transformation? Are you competing with established players – or new challengers?

Digital transformation for your contact centre

Would you like to explore what a digital transformation could mean to your contact centre? Our consultants can help you consider the potential benefits. Get in touch if you want to know more.

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