The various modes of communication between consumers and organizations have changed and improved with constant technological development, which means these companies must apply innovation and intuition to develop a customer experience (CX) that fits with the times. However, the application of this improvement is a lot more complex than it seems, and can be disastrous if not carried out correctly.
People use various mediums such as the Internet, television, radio, mobile, print, etc. to access content these days. In addition to these various channels, there are also many different devices that can be utilized, including computers, tablets, mobile phones, etc. This isn’t all, however, as these devices are all offered with a number of operating systems, such as iOS, Windows, Android, Blackberry, Java, etc. In order to ease both a company’s operations and consumer experience, a logical design that is both effective and versatile must be implemented.
Other factors that must be considered are back connections to payments, banking, CRM, SFA, and the supply chain; as well as analyses features via the Big Data function. Most global enterprises find these designs too complex to handle in house, and they often outsource the tasks to specialized companies that can expertly handle them. Today, these are known as Enterprise Digital Agencies (EDA).
In many cases these days, consumers share their purchases through multiple channels, including social media and other online sources. It is becoming more and more popular for them to post the brands they procure through these websites, and therefore, organizations must have a strong strategy to integrate their commerce and services with them.
One way a company might approach this implementation is to compare it to a brick wall, where every single brick supports and benefits from the other. The individual pieces are combined to create a fortress that is beneficial to all those dependent on it.
Global enterprises unfamiliar with such integration methods face difficulties in forming a strong collaboration among the different departments within their organizations, and may find it equally hard to integrate new applications and data they must handle. Additionally, when the company goes through this massive change, it must transfer its priorities to accommodate, but can fail to follow through due to technical issues they are unfamiliar with. Therefore, organizations bypass these challenges and resort to EDAs instead.
The Integration Process and Coinciding Challenges
Integrating all the necessary factors can be extremely challenging, considering the fact that new innovations tend to come into fruition in sequences rather than simultaneously. Therefore, the company must find a way to combine all the technologies so that they work together. As previously mentioned, they must also be integrated in a way that all users are able to access them through various devices and channels. The CX must be consistent for a brand to implement a strong presence, so an organization handling many will find it especially difficult.
Even if the company finds it in its power to install the changes, it might need the help of an outside firm for its CRM, online forms, rich content, workflow management, Sales Force Automation, back office applications, Big Data, etc. If these technological feats are integrated properly, the organization’s CX and multichannel client communication processes will tremendously improve its information and content deliveries.
The Mobile Future is Upon Us
Mobile device usage is at its peak, so organizations will find it difficult to raise high support for themselves if they do not integrate compatible marketing and communication strategies. Moreover, location-based services are on the rise, which will force enterprises to follow this trend.
Social media sources are also being offered as a type of mobile service, these days. Companies can take advantage of this by developing mobile-friendly websites that offer applications for a much more comfortable CX. An issue many organizations have in this particular medium are making sure the mobile devices will be able to handle the newly-developed websites. It’s imperative to reduce or eliminate any flash-based content, as most devices will not be able to process them properly.
Finding the Proper Specialists
Many companies, no matter how successful they are, may not have lots of experience with these complexities. So, they might mistakenly hire outside Telecommunications services to handle the integration. However, an organization must be wary of Telecommunications firms that take advantage of desperate enterprises by not offering any fixed prices, deadlines, or result-driven compensations upfront.
The solution to this augmented costs is to choose a professional EDA that can offer skilled Digital Marketing services at competitive prices. This type of firm will provide consultation, digital strategy, execution, customer experience analyses, and other technical factors related to the complex integration. The single goal of an EDA is to completely fulfil the needs of a growing enterprise. Although general Telecommunications companies do have the potential to meet the standards of an EDA, keep in mind that it may take up to 5 years for this type of service to develop and mature in the industry.
Global Telecommunications firms lack the capability to provide the extensive services EDAs can, and are not yet able to offer quality support for its demanding clients. While it might be possible to find independent service providers who can fulfil these needs, they will fail to give the support such enterprises require. Additionally, their prices cannot be set in stone because they don’t have strong grasps on e-commerce or Customized Off-the-Shelf (COTS) marketing platforms that EDAs utilize.
The best most enterprises can do these days is to partner with Telecommunications specialists, all the while actively searching for firms that will do the job properly. Great EDA companies are difficult to find, but they are growing in numbers and become quite popular. Within 1-2 years, these service providers will become readily available for global companies in need.
Global enterprises find it difficult to work with Telecommunications firms because they feel as though the outcomes are not as efficient as they’d like. Working with an outsourcing company to achieve a common goal is tiresome and complicated, especially if the outside firm does not feel the same urge to obtain it. Therefore, global companies look towards EDAs to handle what their Telecommunications partners cannot properly deal with.
Telecommunications firms categorize a single supplier as the System Integration Partner (SIP), and have separate titles for their respective Application Development and Maintenance and/or niche partners.
Each of these partners separately work to deliver certain applications to the SIP, whose job is then to integrate the solutions into the general strategy.
Digital Marketing will utilize this same technique by offering up a single strategy to the CIO/CMO. However, it will also employ specialists who are experts at miscellaneous services such as e-mail marketing, data analyses, creatives, brand activation, etc.
Conventional Telecommunications Services versus EDA
Organizations are faced with a decision when searching for innovative strategies – Telecommunications services or EDA. The problem with conventional Telecommunications companies is that they aren’t quite equipped with the necessary consultation capabilities due to cultural differences. The staff they employ are skilled and experts in their fields, but the company must adjust to the needs of such a global enterprise and turn their staff augmentation into a strategic business model. From there, they must transform their services into Business Process Outsourcing (BPO), which only adds to the many alterations they must make.
Telecommunications and similar consulting services already have difficulties with the culturally-specific needs of their clients. However, these issues will only increase as organizations request Digital Marketing Services. Conventional firms aren’t accustomed to the growing demand for digital strategies, and therefore, it is in our opinion that EDAs can provide a far more effective, innovative service for today’s businesses