Digital business practices are now a requirement for customers. That was one of the core findings of new research commissioned by DocuSign. The aim of the research was to see which barriers were being faced by the business world who are seeking digital transformation and the experience consumers are having in their everyday lives.
The findings show there is still a disconnection between the digital processes that businesses implement and the experiences customers face. So, to meet the digital demands of the modern customer, here are some questions to ask of your business, as put forth in the study. See how you stack up against your peers.
How does your business prioritise digital transformation?
Digital transformation is a top priority for 85% of those surveyed. It’s is far more likely to be the number one priority of C-level executives (50%) and directors (43%) compared to managers (18%).
Customers are at the heart of decisions to go digital. The three most cited activities that businesses are trying to improve through the adoption of digital tools are:
- Customer relationship management
- Customer service
- Client satisfaction/experience
Could your organisation be doing more in terms of taking business processes digital?
92% feel that their organisation could be doing more in terms of taking processes digital. The desire to save time, improve internal processes, and broaden customer appeal are top of the agenda for business leaders.
While half of C-level decision makers are more likely to feel that IT has held back plans, less than a third of respondents say that no department has prevented the adoption of new digital tools. This suggests that there are few road blocks when sourcing and implementing new technology.
How prepared is your company’s infrastructure to support the digital projects it has planned?
The majority say that their company’s infrastructure either can or should be able to support digital projects. Only 8% say their company isn’t able to support digital projects or don’t have any projects planned.
Two in five say that their department has complete autonomy to undertake digital projects. Unsurprisingly, IT are most likely to say they have complete autonomy (60%). But it appears that many departments are acting alone, with just under half having undertaken digital projects without consulting IT.
Have you encouraged another department to undertake new digital projects?
The majority of people have encouraged other departments to undertake new digital projects. It appears they are often introduction to these tools outside of the office. Around two-thirds have completed agreements digitally in their personal life and want to at work.
In terms of which digital tools would be endorsed:
- 65% would recommend eSignatures or online agreements
- 47% would recommend collaboration tools
- 47% would recommend customer engagement tools
- 45% would recommend CRM systems
The future is bright
It is reassuring to see that not only are customers demanding that companies utilise digital tools, but also employees themselves. As more departments and decision-makers become involved in the transformation process, the enthusiasm of these individual digital heroes will be the driving force behind successful technology deployments that provide customers with the level of service they have come to expect.
With this responsibility spreading, leadership teams will need to be conscious of the ways in which they can make the process of taking on new digital projects easier for departmental leads, removing the barriers that will inevitably present themselves along the way. While it will take businesses longer to adapt to the pace of change than it will individual consumers, the digital future is looking bright.
Business leaders interested in taking the first steps and/or accelerating their digital transformations can review the research results in DocuSign’s new eBook, What do your customers expect?