How digital empowerment delivers success

Three things you need to know

The world is changing, your customers are evolving, and digital continues to be the future of business—but now there are new rules to play by.

In the past, digital success was considered the final stage of a business’s technological transformation. But companies started to discover that technology alone wasn’t delivering success.

While technology is important—and always will be—it’s simply no longer the single defining factor of digital success. Technology has been advancing exponentially, and user sophistication and preferences have progressed right along with it, setting the bar for business success higher. While the path to digital success is not as simple as it used to be, it’s not out of reach when businesses understand how a few key pillars of success have changed.

To excel at digital, there are three important things that businesses need to know: who their customers are, what technology to use for their business, and how they can deliver digital empowerment.

1. Who your customers are is changing

Most businesses would probably say that they know who their customers are. Surprisingly, many of them could be wrong. A decade ago, it was easy to pinpoint a business’s customer (the person engaging in a business transaction), but not anymore.

While the word “customer” still holds its traditional meaning, its definition has expanded to encompass many groups of people—prospective clients, employees, and partners. “Customer” pertains to anyone who interacts with the business. Businesses need to understand the importance of inclusion in this definition if they’re going to achieve digital success, because today business success hinges on people—not just clients. Leading businesses understand that their success relies on satisfied employees, strong partnerships, and happy customers. So don’t just guess about who your users are—gathering user data is essential for learning who your customers are, what they want, and how you can improve their experiences.

2. Expectations around technology are changing

Users know what they want. Tired of adapting themselves to technology, they want interactions to be simple and consistent across all devices. To meet those customer demands, companies need to offer digital experiences that keep pace with technological innovation. Forward-looking companies are driving user-focused technology initiatives, propelled by people’s needs.Now it’s not the technology that’s inspiring change—it’s us.

However, businesses need to remember that not all technology is created equal and, because businesses utilize technology in different ways, not all technology works for every business. While some businesses need applications, others require platforms. You can use data to evaluate your users’ needs and make sure the technology you choose will fit your business and users. Digital leadership is not just about implementing better technology, it’s about implementing the right technology that empowers your people and your business.

3.What will deliver digital success is changing

As technology changes to meet new customer needs, businesses have the opportunity to play a more meaningful role in customers’ lives. Today, digital success comes from digital empowerment. The digital empowerment you offer your customers today will determine your business’s success tomorrow.

Digital empowerment is the digital convenience and access you offer your customers and employees. It means creating touch points across digital channels for your users, whether those users are employees, partners, or clients. Your digital success depends on how you empower these users daily with applications, websites, or through social media—whichever touchpoints the user prefers.

The Age of Empowerment focuses on creating and using technology that aligns with what we, as its users, want. Users aren’t searching for a specific digital experience; they simply want to get something done and need a user-friendly way to accomplish their task. With technology that fits your people and your business, you’ll achieve digital success by making your customers’ lives easier through the efficiencies you help them gain and the barriers you remove.

By using quantitative and qualitative data to uncover user insights and applying that information toward selecting customer-empowering technology, any company can be a successful digital company.

Following the (new) rules

Nothing is stopping digital. It’s not even slowing down. Today, people are more empowered than ever before thanks to technology. Learn more about how your company can find digital success with our free eBook: “A Guide to Getting Ahead: Achieving Digital Success by Empowering People with Technology.”