Digital transformation is increasingly becoming the C-Levels top-of-mind in Indonesian companies. From infrastrutcure transformation to digital marketing, they have already planned, some have done. However, from this current digital transformation, we must not forget the ultimate goal, improving customer satisfaction.
How Digital Transformation Can Improve Customer Satisfaction?
Then, the question arises like “How can information technology improve customer satisfaction?”. Technically, digital transformation has the goal to accelerate, facilitate the customers, simplifying business processes. Thus, the capability in making transactions will increase.
We can imagine, if a business operates for 10 hours and requires a 10 minute transaction per person, then per day can only serve 600 transactions. Of course, the calculation is beyond the assumption of the possibility of operational downtime which is actually very common in retail stores and restaurants.
With the downtime, of course it can provide a negative experience to customers. This is where the importance of retail stores and restaurants to make digital transformation, to maintain customer satisfaction.
Then, we can imagine, if we successful to shorten the transaction processing time to 5 minutes, then of course there will be increased efficiency and business growth of about 50%. And again, at this point, we can understand the importance of digital transformation.
Today business competitiveness will revolve around speed. Speed requires smoothness of all elements involved in a business process.
Digital Transformation Requires Uninteruptable Operational
As We all knew, Digital transformation is not just making mobile apps for online ordering. You can create an app to facilitate customers, but it’s only just until the acceptance of the order. Transaction speed will be more secure if the business process inside is also smooth, and this should be supported by uintertupable data communication.
We can take an example, let says a fast food restaurant. With mobile applications or web applications, they can make their customer easier to place food orders. Some companies set maximum time until the food received in average order in 30 minutes. What happens if there are other companies doing the same thing and offering food readiness and delivery within 25 minutes?
By offering a shorter time in basic needs fulfillment will be more likely to be selected by consumers. Besides, there should be no mistake between food ordered and received.
Of course, to be able to compete within 30 minutes though, your business needs certain operational smoothness. If there is a bigger network latency, of course all related business processes will experience a delay. Delay will cause business processes disrupted, and potentially make consumers disappointed. Therefore, operational fluency is necessary to maintain customer satisfaction.