Delivering Transformational Experiences
By Toni Clayton-Hine, Chief Marketing Officer, Xerox
Many of us have heard the phrase “digital transformation” in reference to the next wave of the future when it comes to global business trends. However, we see digital transformation as table stakes in today’s world. If you are only talking about digital, you’re playing catch up. Significant transformation really means moving beyond digital to deliver a better experience that is both physical and digital.
Today’s buyers are no longer looking for only great products; they want meaningful moments when interacting with brands. We see this in all categories – global, local, small, large, B2B and B2C, from Amazon to Apple to Salesforce. A great experience is one that connects the seller, buyer and user.
In the tech space, we talk to the buyer about how technology will impact their IT environment. But, the problem is that the buyer is not always the ultimate user. For Xerox, the buyer may be the CIO, but the user is the knowledge worker who might be managing invoices, processing forms, or creating multi-channel marketing campaigns. To satisfy their unique needs, we have to look at the intersection of digital and physical experiences and what that means to both groups. It has to be a complete journey.
So how do we do that? By reimagining how people work in order to meet customers where they are, and then take them where they want to go. At Xerox, we are focused on this because we’re changing, too. Our company lives at the intersection of analog and digital worlds. Manual and automated. Physical and virtual. Hardware and cloud. We are dedicated to understanding how people work and in turn, how we can make their work experiences better. In fact, it’s in our DNA.