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When my boss asked me to write about “digital transformation,” I was stoked. Visions of Optimus Prime danced through my head — I saw him transforming from a nondescript semitruck cab into a giant robot whose footsteps rocked the earth. I watched him singlehandedly take on a gang of Decepticons, their skirmish leveling skyscrapers and crunching up cars like tin cans.
But after a quick Google search, I learned that “digital transformation” has zilch to do with killer robots blowing stuff up and is more about how businesses transform their processes with the latest technology. That’s just as cool though, right?
Keep reading to learn what digital transformation is, why it’s important, and how you can incorporate phone calls into your strategy.
Digital transformation is the process of using digital technologies to revamp existing non-digital business processes. The definition is broad, and examples can be wide-ranging, including:
The aim of digital transformation is to improve efficiency and drive innovation for the organization. When executed correctly, digital transformation can alter an organization’s operations, culture, and customer experiences.
Digital transformation is important because it allows organizations to reap the benefits of the latest technology. This, in turn, can help them keep up with the competition and develop more efficient ways of doing business. When companies cling to legacy non-digital processes, they fail to capitalize on automation, computing, data storage, AI, and a host of other capabilities digital technologies offer.
Some of the main benefits of digital transformation include:
When you think about creating a digital transformation strategy, phone calls might not even cross your mind. Many businesses view calls as a legacy form of communication. But that couldn’t be further from the truth — even with the rise of digital communication channels like email, chatbots, and social media, many customers still prefer to communicate with businesses over the phone. Phone calls are where customers go to ask complex questions, get reassurance, and forge authentic human connections with brands.
In addition, phone calls are brimming with insights you can’t get anywhere else. In these conversations, customers are literally telling you about their needs, their product preferences, and how to make them happy.
Teams that include phone calls in their digital transformation strategy will gain a unique competitive advantage. They’ll be able to create a seamless omnichannel experience, ensuring each customer can engage on their terms. They’ll also capture deep insights about customers that they can use to inform ad targeting, marketing messaging, research and development, business strategy, and much more.
Leading companies use Invoca to bring phone calls into their digital transformation strategies. Below, we’ll cover how you can use conversation intelligence to streamline processes across departments and optimize the omnichannel experience you give customers.
One of the key benefits of adding conversation intelligence to your digital transformation strategy is the granular attribution it gives marketing teams. If your team is guessing about how many conversions your ads and keyword bids are driving over the phone, you’re likely overestimating your CPA and under-reporting your ROAS. If you’re depending on data from Google Ads, unfortunately it doesn’t provide accurate data on phone call conversions natively the way it does online conversions. That’s where conversation intelligence comes in.
Invoca provides a complete solution for attributing and analyzing phone call conversions from Google Ads and other ad platforms, making it easy for you to track which campaigns, ads, search keywords, and website pages are driving conversions. You can then use Invoca’s attribution data optimize your bidding strategy, so you can drive more high-quality phone calls at a lower cost.
Read this blog to learn more about how marketers use Invoca to optimize their campaigns
A common objective of digital transformation is to improve the experience you give customers. Invoca’s PreSense accomplishes this by giving your contact center agents real-time insights about why customers are calling right in their screen pops. This allows them to greet callers like VIPs and provide the seamless, personalized experiences that today’s consumers expect.
Just imagine the difference between hearing “How can I help you, what’s your account number” and “Hi Marie, do you need help restarting your router?” when you call your internet provider. This level of personalization can eliminate lengthy exchanges that irritate customers, take up valuable agent time, and drive up costs. And it could be the difference between a customer who leaves happy and one who leaves you a one-star review.
Check out this blog post to learn more about how PreSense works.
76% of consumers will stop doing business with you after just one bad experience, so to stay competitive, your brand needs to make every interaction seamless. But it can be a challenge to maintain quality standards across the board, especially if you have multiple business locations.
Invoca solves this problem by providing real-time reporting about how how many calls each location receives, how well they answer and convert calls, the days and times calls occur, and more. This visibility allows you to make the right adjustments to improve call handling. For example, you can increase staffing at locations where unanswered calls are high, provide additional training for locations with low conversion rates, and uncover the strategies that high-performing locations are using.
Another key benefit of digital transformation is uncovering insights that revolutionize the way your organization does business. The voice of your customers is one of the richest places to find these game-changing insights — think about it, who knows more about what your customer want than them? Phone conversations are one of the most powerful voice of the customer data sources at your disposal. In these interactions, your customers are telling you exactly what they want and how to make them happy.
Capturing voice of the customer insights from phone calls is easier said than done. It’s not feasible or scalable to listen to the thousands of calls your business receives every day and identify trends. Invoca solves this problem by using AI to capture VoC analytics from phone conversations at scale. You can use these insights to tweak your marketing messaging, improve the customer experience, inform research and development decisions, and more.
A successful digital transformation means streamlining the way you do business. If you’re adding more clutter to your already loaded technology stack, it will be hard for you to operate efficiently. That’s why Invoca has deep integrations with the software tools you already use, so you can enhance your existing workflows, instead of complicating your life with new ones.
Invoca also offers no-code integrations, which make it quick and easy for you to activate call attribution data in your tech stack, without developer resources or custom code builds. Popular no-code integrations include Google Ads, Google Analytics 4, Search Ads 360, Microsoft Advertising, Meta Ads, Salesforce, and Tealium. See our full integration library here.
Want to learn more about how Invoca can enhance your digital transformation strategy? Check out these resources:
