DEFINING DIGITAL: CONCEPTS | 预计阅读时间12分钟

什么是数字化体验?

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数字化体验是在用户(客户、合作伙伴或员工)和组织之间的互动。

在数字化商业情境中的数字化体验

数字化体验是仅仅因为互联网和其他现代化的技术使得企业能够超越数字化文件流程来创建可能的服务。

有两个关键组件:他们在单一用户和组织之间使用数字化技术并提供互动,组织通常是一个企业。移动应用程序、网站和智能系统都可以为使用他们与企业进行互动的客户、合作伙伴或员工提供数字化体验互动。

参阅:一致性客户体验的三大关键性战略
 
数字化体验策略不是技术驱动的,它是由客户需求驱动的。利用数字化技术实际来改善客户体验,更好地解决了客户需求,这跟简单使用数字化技术有巨大差异。
技术本身并不能创建出数字化体验,例如,阅读文档的扫描件是没有帮助的互动形式,因为它不会提供任何与阅读实体文件不同的体验。

企业应考虑如何使数字化体验做出实体流程无法做到的过程。一份扫描的文档与纸质的文档表达相同的信息,而数字化的PDF可以包含对其他文件的交叉引用、鼠标右键单击定义、联机协作、自动翻译和数字化签名等功能。

再举一个例子,您可以在活动注册软件上下载注册名单获取注册信息,利用数字化代替手动过程办理注册手续(如,无需在打印的名册上进行搜索,您可以直接在电脑上打开电子表格确认注册信息)。

此外,您可以在一个显示屏中输入注册者的名字查看他们的注册状态、处理未结付款、确认房间的信息以及从单一终端办理登记手续。通过数字化解决方案把不同的实际过程结合在一起节省时间。

 

参阅:数字化体验平台:旨在为数字化转型而设计

 

Workplace Strategy Drives Cultural Transformation

Within digital transformation initiatives, cultural change remains a significant obstacle for companies. Implemented correctly, the digital workplace can be a major component of facilitating this change.

Attract New Talent

Millennials are currently the largest segment in the U.S. workforce, and they bring expectations of employer engagement and values that are significantly different from the expectations of Gen X and Boomers. Millennial turnover costs the U.S. economy  an estimated $30.5 billion annually, according to Gallup Research.

In order to attract the critical digital skills that companies require for effective digital transformation, digital workplace strategies should understand how Millennials evaluate job satisfaction and what drives them to stay with an employer for the long term.

Reskill Your Existing Workforce

In addition to recruiting new skills, many industries face a need to reskill their existing workforce to account for the new technologies being introduced into key business processes. As artificial intelligence and automation replace certain jobs, those workers will need guidance on how to succeed in new conceptualizations of work. Digital workplaces can incorporate learning management systems (LMS) to  bring learning closer to employees and measure how quickly the organization is gaining new skills and knowledge.

Digital Transformation Needs the Digital Workplace

As digital transformation continues to create new business models, organizations will need to foster workplace environments that enable employees to confidently take advantage of new technology and trends. The pace of change shows no signs of slowing, which means that a digital workplace will only increase in strategic importance.

Fortunately, most organizations now have basic customer experience blueprints that can be reused to optimize the employee experience, including developing worker personas, identifying pain points and reorienting stakeholders to be customer-led. As buy-in for new work norms increases, new standards and systems will merge to accommodate the expectations of today’s workers.
People and culture lie at the heart of organizational performance and typically drive both success and failure. This means your culture ultimately determines how and to what extent your employees leverage the digital workplace to connect, communicate and collaborate.
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