Buyer Touch Points Customer service can be improved considerably by using digital initiatives. For instance, a bank set up a Twitter account to answer client criticisms quickly, helping clients avoid going physically to a local branch. This digital initiative also leveraged a skillful community, allowing crowdsourcing with numerous employees and other clients. Brands with multiple digital channels to the customer are facing pressure to deliver an integrated experience. Multichannel services require visualizing and implementing change across customer experience and internal operational procedures. Several stores now offer home shopping with the choice to receive products by mail or in a store. On the other hand, we’ve seen customers being angry that the customer service representatives in the store could not obtain online order history. So keep that in mind as well. [embed]https://www.youtube.com/watch?v=CA4JYyr3Pf4[/embed] Digitally Modified Industries We’ve realized that if companies don’t alter the way we do business, they’re going to die. It’s not about altering the way you do technology but shifting the way we do business. Find ways to augment physical with digital offerings and to use digital to share media and marketing content across structural silos. A grocery company is staying true to its traditional business but using digital to transform a new growth business. As one executive reported, “After two years, their e-commerce platform is bringing the 20% of our new clients and their traditional customers are consuming 13% more on average. New Digital Revenue Another way we see brands creating a digital transformation is by also presenting digital products that match traditional products. For instance, a sports apparel manufacturer began selling GPS and other digital devices that can track and account for a purchaser’s workout. Other businesses are changing corporate models by reshaping their margins through digital. A mortgage brand is moving from being just a link in the value chain to becoming a global assembler of investment products. An airport authority is targeting to become the owner of a traveler’s end-to-end route by providing an integrated multichannel experience, including info on airplane traffic and reservations, duty-free shopping campaigns, and additional benefits. Focus is vital to any digital transformation; the best-managed firms are continually recognizing new ways to redefine the way they do business in the digital era.