Leading Digital_ Turning Technology into Business Transformation ( PDFDrive )

36 LEADING DIGITAL
our guests come to the mountain.” 16 She decided to use personae to
Âsegment her customer base. 17 “We have the ‘Alpine A-Listers,’ who
are hard-core about skiing and also passionate about the luxury experience,”
she said. “Then there are ‘Village Sophisticates,’ who tend to
care more about dining, shopping and spas than skiing. The ‘Shred
Heads’ care only about making the most of their ski day—it’s not about
luxury for them. For each segment, we know how many days they ski
a year, where they ski and what they spend their money on. We can
personalize what we talk to them about . . . We are piloting some new
technology that pre-populates the agent’s screen with everything we
know about our guests.” 18
You also need to focus on delivery from the start. How big is your
organizational challenge? What process, people, and technology changes
are required to make the new customer experience work? What power
needs to be in the hands of customers so they can use whichever technology
they prefer to reach your company? For instance, self-service facilities
can be used to track a package delivery, configure a complex industrial
product online, or know precisely when a pizza will be delivered.
Unfortunately, too few companies do what it takes to succeed.
Forrester Research reports that although 86 percent of customer-Â
experience executives believe that customer experience is a top strategic
priority, less than half of the companies have a companywide program
to address it, and only 30 percent have a dedicated budget to fund the
change required. 19
Digital Masters do it right; they invest in designing a compelling
customer experience from the outside in. They are also prepared to do
what it takes to adapt the organization to deliver on the promise.
CREATING REACH AND
CUSTOMER ENGAGEMENT
Digital transformation cannot happen without digital investment.
Digital Masters make smart digital investments to creatively enhance
customer experiences. The size of the investment is not important,