• C.E.K. & Partners

What at the Top Three Digital Transformation Priorities?


Digital transformation is redefining customer experiences and expectations. More than ever customer experience (CX) is the battlefield where brands are competing – and it’s becoming just as critical for B2B companies as it is for B2C. (Click here to read, Is Your Brand Ready to Deliver on Customers’ Expectations?)

B2B companies that invest in CX reap the rewards of faster revenue growth, increased customer loyalty and purchase intent, and premium pricing.

The digital transformation journey can seem daunting, but the rewards are worth it. Numerous reports focus on digital transformation; in this post, we call out three priorities for brands to focus on in 2017. They aren’t new, but they are increasingly table stakes if you plan to proceed with your organization’s digital transformation:

Priority #1 | Customer Experience

A majority of companies recognize the critical role customer experience plays, but most do not actually make it a strategic priority. According to Accenture, “86 percent of B2B executives consider the customer experiences provided during sales and service interactions to be very important, and 41 percent put the customer experience at the top of their list of strategic priorities.”

According to Accenture, “86 percent of B2B executives consider the customer experiences provided during sales and service

interactions to be very important, and 41 percent put the customer experience at the top of their list of strategic priorities.”

B2B brands that place customers at the center don’t just grow, they thrive. Leading brands have recognized that CX drives growth and is essential for differentiation. Research from Bain & Company suggests: “Companies that excel at customer experience grow revenues 4-8% above their market.”


Research from Bain & Company suggests: “Companies that excel at customer experience grow revenues 4-8% above their market.”

Strategic Action: Articulate your brand’s vision and unique value proposition (and/or refresh it if there has been a major milestone reached or other factor).

Priority #2 | Employee Engagement

While a vision helps steer the brand, it is essential to start internally by defining how company culture aligns with delivering the right customer experience.

Attracting and retaining the right talent is critical, but improving customer satisfaction and loyalty starts by building a relationship with your employees. B2B brands should take a cue from one of the world’s most valuable brands. Angela Ahrends, senior vice president of retail at Apple, articulates it best: “Everyone talks about building a relationship with your customer. I think you build one with your employ