Digital transformation aims to maximize customer experience through optimizing current processes and creating new products/services. It involves updating technologies, digitizing processes, collaborating with fintechs, and culturally transforming employees. This allows companies to better analyze customer journeys, discover process issues, and serve customers across digital channels. It also enables remote work and seamless customer interactions. Implementing AI helps provide personalized omnichannel experiences and gain insights into customer emotions. Overall, digital transformation helps build better products/processes and understand core customer needs to improve the subjective experience.
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Digital Transformation with the aim of Maximizing Customer Experience
1. Digital Transformation with the Aim of Maximizing
Customer Experience
Dr. Okan Acar
Digital Banking Group Manager
2. 20th Century Model
Mass Market Model, Customer;
• Purchase
• Don’t purchase
21st Century Model
Customer Networks Model, Customer;
• Purchase
• Don’t purchase
• Communicate with other customers
Why are we talking digital transformation?
3. What does digital transformation mean?
Digitization Digitalization
Digital
Transformation
Analog to digital
Process of tech-induced
changes in business
The total and overall effects
of digitalization in business,
society, way of living etc.
4. Digital Optimization vs Transformation
Improvement of current
• Business models
• Revenue stream
• Products and processes
Creating new
• Processes
• Products and services
• Business models
To maximize
• Customer Experience
Offering new value proposition and business
model, ultimately.
5. Digital Transformation – Action Plan
Technology Transformation Digital Optimization
Digital Collaborations
Cultural
Transformation
A B
C
D
6. Technology Transformation
Digital Transformation – Action Plan
A
• Updating software architecture via new enterprise architecture
• Encoding softwares with new languages
• Improving infrastructure
• Deciding on Make or Buy processes
• Improving hardware
8. Digital Collaboration
Digital Transformation – Action Plan
C
• Questioning the way the company work
• Transition to aaS structures (SaaS, IaaS, PaaS)
• Integrating with Fintechs
9. Cultural Transformation
Digital Transformation – Action Plan
D
• Expansion of innovation culture
• Using agile structures not only in IT but also in business units
• Ensuring employees’ support for transformation
• Ensuring the support of senior management
• Experiencing various gamification practices
• Improving digital skills
11. What is experience?
1. An observation of facts or events.
2. An event or occurrence which leaves an impression on someone.
3. Feeling (an emotion).
12. What is customer experience?
CX is the sum of subjective ideas that arise as a result
of direct or indirect interaction with a product or
service at conscious or subconscious level.
13. Customer Experience
CX varies from
customer to
customer, time to
time, culture to
culture or context
to context.
The companies goal
is to make this
subjective
experience more
pleasant,
memorable and
positive.
VaryingExperience
AimtoimproveCX
14. How does digital transformation help to maximize CX?
Customer foot steps can
be better analyzed
Process bottlenecks can
be discovered before
customer complains
Customers are served in
digital w/o going to any
physical place
Digital Tracking
Tools
Process Mining
Digital
Channels
15. How does Digital Transformation Help to Maximize CX?
Employees to work under
new business models which
increase the cooperation
Employees to work remotely
Employees to interact with
their clients flawless and
seamless ways
Agile
Design Thinking
VPN
Remote
Authentication
16. How does Digital Transformation Help to Maximize CX?
Artificial Intelligence models
to be implemented in several
services
Customers can track/proceed
their transaction through any
channel
Companies can understand
the feelings of the customers
with AI
Advance
Analytics
Omnichannel
Emotion
Recognition
17. Summary
It enables the company to
build better
Products/Processes
It works with AI to
understand the core
requirements
It enables the company to
approach its employees in
more convenient ways
What does digital transformation mean?
The terms digitization, digitalization and digital transformation are often used synonymously to describe the impact of digital technologies on society. On closer inspection, however, we can appreciate the finer nuances at these concepts:
Digitization describes the process of transferring analog data into digital (computer-readable) formats, or put in other words: of turning ABC 123 into 0s and 1s. Rooted in the development of the modern binary system by the German mathematician Gottfried Wilhelm Leibniz in 1679, digitization really took off in the 1940s with the groundbreaking work of John von Neumann that started the information age.
In contrast, digitalization can be defined as the process of technology-induced changes in business. In other words, the term focuses on how emerging digital technologies may be applied to induce meaningful changes to businesses and its customers.
Last but not least, digital transformation focuses on describing the total and overall effects of digitalization on business and society, thus capturing the implications that newly adopted digital technologies will have on the economy, ecology, society, and business ecosystems.
We may capture these nuances in one sentence as follows: Digitization enables digitalization leading to digital transformation
What does digital transformation mean?
The terms digitization, digitalization and digital transformation are often used synonymously to describe the impact of digital technologies on society. On closer inspection, however, we can appreciate the finer nuances at these concepts:
Digitization describes the process of transferring analog data into digital (computer-readable) formats, or put in other words: of turning ABC 123 into 0s and 1s. Rooted in the development of the modern binary system by the German mathematician Gottfried Wilhelm Leibniz in 1679, digitization really took off in the 1940s with the groundbreaking work of John von Neumann that started the information age.
In contrast, digitalization can be defined as the process of technology-induced changes in business. In other words, the term focuses on how emerging digital technologies may be applied to induce meaningful changes to businesses and its customers.
Last but not least, digital transformation focuses on describing the total and overall effects of digitalization on business and society, thus capturing the implications that newly adopted digital technologies will have on the economy, ecology, society, and business ecosystems.
We may capture these nuances in one sentence as follows: Digitization enables digitalization leading to digital transformation