“Customer experience is now clearly at the heart of digital transformation, and digital is at the centre of that customer experience.” So says Anatoly Roytman, who has a deep understanding of digital transformation processes as managing director of global digital commerce leader, Accenture Interactive.
But first let’s define exactly what is implied by the concept of ‘digital transformation’.
First and foremost, it is a process of reinvention centred on wholesale re-evaluation of how to put the customer at the very core of your business. This then opens the way to the design of effective support systems and processes, from improvements in innovation to decision-making. The final phase in the process is to implement the transformation of how your business works using technology.
So far so good – but there are practical challenges that you face in transitioning to being digital-first and in managing how the customer actually experiences your brand.
This is where the power of digital asset management (DAM) comes in. Here are four digital transformation management challenges that can be solved with a DAM platform.
Proving the value of digital
Beginning a digital transformation initiative with DAM enables you to take incremental steps, rather than committing to wholesale change.
Rob Mettler, digital business specialist at PA Consulting, says: “Many organisations start with something that can quickly prove the value of digital to the business. Whatever it is, clear measurable outcomes are required. Use something small and build on it. Deliver the outcomes and build on that momentum and credibility as a catalyst for the wider transformation required.”
A DAM system can provide this catalyst. As a platform that can enable everyone in your organisation to align behind brand standards, facilitate consistent communication and enforce brand compliance, it can be used as a first step to prove the value of digital to a business.
Putting the customer at the core of the business
Customer experience is the number one priority for digital transformation, but the responsibility of delivering that customer experience is not limited to just the marketing team. The part played by every individual and every team within the whole business is hugely significant. Hence the vital importance of being able to educate all staff about exactly what the brand stands for and how each person can use the brand values to make an impact on customer experience – whatever their role.
Modern DAM technology drives brand education across the business, providing a centralised platform that delivers brand education through documents, videos and guidelines about what makes the brand unique. Ultimately, it aligns every internal team behind the brand promise, imbuing everyone with a common understanding and approach to dealing with customers, whatever their level of interaction.
Creating and delivering digital (and offline) content
The burgeoning number of digital channels means brands must be able to deliver strong, consistent messages online and offline. So it’s necessary to create both traditional and digital content that defines the brand and deepens customer relationships in all arenas.
A contemporary DAM system streamlines the process of content development through workflows, connecting marketing teams with creative agencies. It also simplifies the process of reviewing content and ensures it conforms to legal compliance.
Once created and uploaded to the DAM system, artworks can be automatically transcoded for delivery in the size and format required to support content-driven experiences in different channels and across the customer lifecycle.
Managing the complexity of rich media
With such variety of digital channels, from social media and wearable devices to the Internet of Things, rigorous content management is crucial. Digital asset management technology simplifies the process of delivering the right brand experience via the right media in the right channels.
As the content hub that stores and manages all the creative assets – images, videos, documents, artworks, etc – the DAM platform establishes brand guidelines and rules about how content or campaigns may or may not be deployed. There’s no time wasted searching for assets or recreating content. Everyone operates from the same central hub. It thus becomes a power-boosting machine for creative and content strategy.
There’s no question that digital transformation is a massive undertaking, involving every part of a business. However, the process of placing the customer at the heart of business strategy and creating a synergy that results in better customer experience is a valuable exercise. And digital asset management is an excellent place from which to begin that exciting journey.