Digital transformation is more than just technology – it’s about reinventing the customer experience.
According to PWC, nearly half of all companies said improving customer experience and customer satisfaction were the leading influences to start a digital transformation. A Gartner study in 2018 projected that by 2020 more than 40% of all data analytics projects would involve customer experience.
Digital transformation doesn’t happen over one meeting. It’s a long strategic journey that requires precision in planning, digital-savvy leadership, and adaptable innovations to drive business growth.
What is digital transformation?
Digital transformation is a process and it’s not easy for any company. Before getting started, there are two important factors for your digital transformation strategy:
Reimagine the customer journey: It takes data-driven strategy and digital expertise to restructure customer experiences through new technology. Companies need to have the digital competency and knowledge to build a structure that is flexible enough to adapt to future technologies.
Customer engagement with technology: It’s important to plan how you will use technology to engage with your customers. Companies can establish an omnichannel system to connect all communication channels or incorporate AI innovations to understand how customers are engaging with your brand.
There are multiple ways to approach digital transformation, especially when there are so many people developing new technology around the world every year.
In this article, we will explore the latest digital transformation innovations from some of the biggest brands.
Starbucks embraces digital innovation
In recent years, the global company has been working on an AI technology initiative called Deep Brew, a broad suite of AI tools meant to enhance customer experiences and business operations.
Deep Brew focuses on the heavy lifting of inventory and supply chain management by giving analysts the data they need to automate processes.
To elevate the customer experience for over 16 million Starbucks Rewards loyalty members, Deep Brew AI creates personalized experiences for each individual based on preferences, order history, location, weather, and time of day.
Personalization is not only for the customers. Deep Brew AI can also help baristas organize their time based on the order’s location. So, if a customer is 10 miles away, baristas can know how much time they will need to make the order and prioritize other orders in the meantime.
Anheuser-Busch InBev is a digital business
AB InBev established Beer Garage, a tech innovation lab located in Silicon Valley, to build more connected breweries through new technology and digital transformation.
With over 400 beer brands worldwide, Beer Garage has created new innovations from commercial strategies to supply chain automation at a global scale. It includes technology that closely monitors specific traits of each brew batch such as quality, quantity, and temperature.
AB InBev is focused on creating better experiences for customers through AI, machine learning, and IoT. According to CIO, the global company is exploring new software that monitors social media to learn how consumers perceive its brands.
L'Oréal utilizing digital technology
L'Oréal, the largest cosmetics and beauty company in the world, has acquired Modiface, an augmented reality firm for beauty apps.
Lubomira Rochet, L'Oréal’s chief digital officer, mentioned in an interview with The Drum that Modiface will “support the reinvention of the beauty experience around innovative services to help our customers discover, try, and choose products and brands.”
As a result, L'Oréal unveiled Perso, an AI-powered, 3-in-1 device that delivers personalized skincare, lipstick, and foundation. Customers can access personalized analytics through the Perso app by providing data on skin conditions, local environmental conditions, and overall personal preferences.
Snapchat undergoes some business transformation
Snapchat’s customizable Bitmoji characters have transitioned into the games industry with Bitmoji for Games SDK.
TechCrunch reported that users from mobile, PC, and game consoles can integrate their 3D Bitmoji as a replacement for their character skins, enabling them to build stronger emotional connections to the games.
Today, Snap users can also access a series of Snap Games right from their chat bar and play with friends immediately with no installation required. Snapchat has transformed from a messaging app into an interactive chatroom for friends to video chat and play games together.
Facebook furthers its digital disruption
During the annual F8 Conference in 2019, Facebook launched the latest version of the Oculus Rift headset from Oculus Quest. The headset enables users to cast from a VR headset to a TV, and friends can play along in the same game from their mobile phones.
According to Quartz, Facebook’s VR sales have soared. Facebook’s non-advertising revenue jumped to $269 million during the third quarter of 2019, a 43% increase year-over-year.
Facebook is more than just a social media network. By further stepping into the VR realm, the tech company has reinvented users’ experiences and how they socialize on the platform.
McDonald’s updates its digital strategy
McDonald’s digital transformation plan, Experience of the Future, received a financial boost of $6 billion back in 2018 to modernize McDonald’s whole structure.
The redesign includes digital self-order kiosks, remodeled counters for new table service, easy-to-read digital menu boards, and designated parking for curbside pick-up through mobile pay.
In 2019, McDonald’s partnered with Dynamic Yield, an Israeli AI firm, to use machine learning algorithms to elevate every aspect of business operations and assess consumers’ behavior patterns. It includes technology that can redesign the drive-thru experience by examining the weather, current restaurant traffic, trending menu items, and order history.
The takeaway
Improving the customer experience is an extension of digital transformation. Whether you’re a startup or a global franchise, digital transformation is not easy.
These brands have stepped away from the traditional mindset to reimagine the customer journey as a whole. As a result, they have formed talented teams and created exciting innovations for their customers and employees.
With the right leadership and planning, any company can start their digital transformation journey today.
Editor's Note: This article was originally published on socialbakers.com. Any statistics or statements included in this article were current at the time of original publication.
