Composable Strategies for Winning Big


The Gist

  • Customer-centric growth. Customer experience strategies drive success in composable digital transformation.
  • Agile innovation ahead. Composable digital transformation fosters rapid, flexible responses to market changes.
  • Collaboration keys success. Cross-functional teamwork and modular models are crucial for transformation.

Composability in digital transformation, enhanced by customer experience strategies, is the ability to create adaptable, internet-based business solutions by using standardized, reusable building blocks of packaged modules. These marketing technology (martech) modules include headless content, search-as-a-service, composable customer data and authentication-as-a-service that are easily integrated with each other and with legacy platforms — as required to serve the customers’ needs.

Adaptable digital business solutions composed and created can be new, performant websites, mobile apps, personalized intranets or authenticated digital products whose architecture is decoupled and uses an emerging standard called MACH (microservices, API first, cloud native SaaS and headless). 

Truly composable businesses deliver compelling digital experiences to market much more quickly, and they can respond with more flexibility to rapidly changing market conditions. This better operating model, however, doesn’t just happen overnight. New ways of working are required to take advantage of composable benefits. Customer experience strategies and modular collaboration models are intrinsic when adopting new technology. 

Colorful Lego blocks, including purple, blue, yellow, red, black, positioned in a group against a white background in piece about customer experience strategies.
New ways of working are required to take advantage of composable benefits. Customer experience strategies and modular collaboration models are intrinsic when adopting new technology. igradesign on Adobe Stock Photos

Having mastered decoupled digital transformation using customer experience strategies and updated operating models, here’s a simple four-step approach to ensure that composable business benefits are delivered using MACH technology at the core of big transformations.

1. Keep Customer Experience Central to Digital Transformation

Every digital transformation must have the customer as the primary beneficiary, and no one can champion the customer in the market quite like the executive committee member(s) fully accountable for revenue growth through superior customer experience. An unfortunate reality is that many organizations regard digital transformation as an IT-driven vs. a business and client-oriented initiative. Without a non-IT business champion and client advocate driving transformation, CX and updated operating models are often forgotten or relegated when IT leaders put new technology at the forefront of the transformation initiative.

Though IT leaders are critical co-sponsors for digital transformations, success is more likely to occur when IT is complemented with a senior business executive co-sponsor like the chief customer officer or chief marketing officer who can serve as the authoritative advocate for the customer. This customer experience-focused executive sponsorship is fundamental to evolving from a “cool technology” to a “customer obsession” orientation.

Related Article: Transforming Your Digital Customer Experience With AI


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