How digital transformation is driving customer experience improvements



How digital transformation is driving customer experience improvements


In a digital-first world, customer experience has become a key differentiator for businesses across all industries. As businesses have embraced new digital technologies and processes, we’ve seen huge improvements to the way in which customers interact with contact centres.

This blog will explore how digital transformation is driving customer experience to new heights, specifically within the realm of customer contact and call centres.

What is digital transfomation?

Before we go too far, let’s first of all clarify what we mean by digital transformation. We think this description from summarises it pretty well:

“Digital transformation marks a rethinking of how an organisation uses technology, people, and processes in pursuit of new business models and new revenue streams, driven by changes in customer expectations around products and services.”

We like in particular ‘driven by changes in customer expectations’! 

So let’s look at the benefits available from digital transformation in customer experience…

#1: Omni-channel communication

Digital transformation has helped contact centres to embrace omni-channel communication – i.e., providing customers with multiple channels to interact with businesses. Traditional phone calls are no longer the sole option; customers can now also reach out via email, live chat, social media, and mobile apps. This shift empowers customers to choose their preferred method of contact, making the process more convenience and accessible – and also effortless.

#2: Personalisation and customer data

Thanks to digital transformation, customer data can be collected, analysed, and used to personalise interactions. Call centres are now equipped with robust customer relationship management (CRM) systems, allowing agents to access relevant information about customers and their history with the company. With this knowledge at their fingertips, agents can provide tailored solutions, offer personalised recommendations, and create a more human-centric experience.

#3: Self-serve options

Digital transformation has given rise to self-serve options, empowering customers to find answers and resolve issues on their own, and in their own time. Frequently Asked Questions (FAQs), knowledge bases, interactive voice response (IVR) systems, and chatbots have become integral parts of contact centre strategies. These self-serve tools not only reduce customer effort but also free up agents’ time to focus on more complex queries, resulting in improved efficiency and quicker issue resolution. You can read more about self-serve in our tips guide here.

#4: Real-time analytics

Digital transformation has introduced real-time analytics capabilities to contact centres, providing invaluable insights into customer behaviours, preferences, and pain points. Advanced analytics tools can monitor and analyse call recordings, chat transcripts, and social media interactions, enabling organisations to identify trends, detect areas for improvement, and proactively address customer issues. This data-driven approach allows companies to optimise their operations and continually refine their customer experience strategies.

#5: Choose the right technologies and the right channels for your customers’ needs and digital literacy

Having mapped out all your customers’ needs, map those against the technologies you’re considering investing in. Or draft a list of technology providers and then grade them against the list of customer needs you have drawn up following the steps outlined previously. 

Then consider the digital literacy of your customers. More than 1 in 5 of the UK population suffers from low levels of digital literacy, effectively excluding them from most of today’s digital experience – including online customer experience and contact centre channels. 

#6: Integration of AI and automation

Artificial Intelligence (AI) and automation technologies are transforming customer contact centres. AI-powered chatbots can handle routine inquiries, freeing up live agents to focus on complex cases. Natural Language Processing (NLP) algorithms enable chatbots to understand and respond to customer queries in a more human-like manner, improving the customer experience even more. Automation also streamlines processes such as call routing, appointment scheduling, and order tracking, reducing wait times and improving operational efficiency – which in turn reduces costs to the business.

#7: Seamless escalation and collaboration

Digital transformation helps seamless escalation and collaboration within contact centres. If a customer’s issue requires escalation to a higher level of support, agents can easily transfer the conversation, ensuring a smooth transition and uninterrupted assistance. Additionally, digital collaboration tools allow agents to communicate with subject matter experts and supervisors in real-time, facilitating quick resolutions and knowledge sharing.


Digital transformation in customer experience has been happening for many years, and isn’t a new subject. Yet, for some businesses the progress has been slower than others. That’s why we wanted to revisit the subject and share the opportunities available from more digital first processes – because the benefits are huge, for both the customer and the business. Improved customer satisfaction, loyalty and crucially competitive advantage.

We’ve spoken about digital transformation in customer experience before – so it’s only right that we point out that while the benefits are huge, it has to be done in the right way and often that comes down to firstly starting with the right customer journey.

Start or refine your digital transformation journey with Customer Touch Point

If you’re not sure if your digital transformation or digital improvement programme is having the impact it should, we’d be delighted to have an informal chat. Get in touch with us here.


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