Enterprise Digital Transformation Starts Here

Ward Andrews
By Ward Andrews
Cover Image for Enterprise Digital Transformation Starts Here

According to a survey of more than 800 executives across the UK and US by the international consulting company Kin + Carta, 94% of large enterprises have a digital transformation strategy, and 75% of business leaders believe that digital transformation is necessary within the next 12 months.

What does that mean, exactly? It means that companies are integrating digital technology into all areas of their business. They’re figuring out how to use AI and machine learning. They're leveraging the cloud, automated processes, and data analytics to improve their systems. And they're doing this all to deliver a superior customer experience.

The same survey also found that 94% of senior leaders report tech anxiety in their organizations. The more disruptive the technology, the higher the levels of concern.

So, how do business leaders lead a digital transformation in the face of growing anxiety? They often turn to large management consulting firms. These firms bring new and innovative ideas to the table that businesses might miss on their own.

But how do these large international consulting firms dig into the core problems of their clients? They don’t always have a team of highly-skilled digital experts ready to hit the ground running.

That’s where agencies like Drawbackwards come in. We’re the task force that larger consulting firms rely on to drive real results for their clients. For more than 20 years, we’ve helped companies of all sizes deliver meaningful experiences. We know how to integrate with existing teams to learn their business and develop powerful solutions.

Here are three core ways that Drawbackwards helps large consulting agencies deliver enterprise-level digital transformation for their clients.

We Dig Deep for Behavioral Insights that Aid Decision-Making

Despite their best intentions, many organizations struggle to build a customer-centric business. That’s because it’s difficult to surface the right data to drive good business decisions. A large and complex organization can have hundreds or thousands of customer touchpoints. Data and analytics teams can provide only so much support for that level of complexity. Businesses need experts who know how to transform complex data into actionable insights.

A single customer can traverse many departments and processes through a lifetime of interactions. Our Drawbackwards team knows how to dig into what customers think, feel, hear and see across each of those interactions. We extract behavioral insights and show businesses the gaps in their customer journey. We then help specific teams and departments map out their gaps and connect their process to other parts of the business.

We ask the important questions about why users and customers behave the way they do so we can bridge the gap in behavioral insights. It’s one thing to be capturing real-time data. It’s a completely different thing to make sense of that data and understand customer behavior at a deeper level so you can make better decisions.

We Build Meaningful Experiences that Delight Customers

For more than 20 years, we’ve been creating and designing meaningful experiences across the full spectrum of industries. We’ve helped businesses decide what to build, when, and why and determine what it will take to deploy fixes and release new features fast.

Along the way, we’ve learned that great experiences don’t start and end with great designers - though we have our share of those! Great experiences that delight customers come from deep insights. You need to build systems and processes that bridge the gap between the physical and the digital worlds.

What’s the use of creating a pretty interface if you're not solving problems for customers? There is a lot of talk about engaging with customers in more meaningful ways and creating more value. What often gets overlooked is that meaningful experiences start from meaningful insights.

These are some of the questions we ask before we even get to designs. Does the business empathize with its customers? Is the organization able to extract insights that help it anticipate needs? Can it respond to those needs in an agile and meaningful way? Is there a commitment to fostering a culture of continuous improvement? Does it have a digital infrastructure to help it listen, learn, and make better decisions faster?

If you want to reach every customer with engaging, personalized content, deliver account-based experiences to them based on their past behavior, and drive business growth then you have to be willing to invest in the infrastructure to make it happen.

We Do Things AI Can’t Do

It feels like AI is taking over the world. But along with that rapid transformation comes high anxiety, especially among business leaders. Everybody is offering the promise of reducing complexity through machine learning and automation. But most leaders feel the technology is moving too fast to keep up.

No matter how sophisticated AI seems, it can’t (yet) replace the knowledge, experience, and instincts of people. It can’t police how it fits into the regulatory landscape. It can't determine how much of a threat it may become to cyber security and data privacy.

To be clear, we’re not against AI. We use AI tools to provide the first layer of our analysis or to find trends in data. Then we use our human experience to translate that into meaningful experiences for other humans. At the end of the day, machine learning can’t do that the same way.

Anybody who has played with those online visual tests knows that people can still sense when they're seeing something created by a robot. There’s a soul missing from those images. When you’re trying to deliver meaningful experiences, soulless content won’t cut it.

AI can deliver answers to basic problems through simple text chats. It can’t read between the lines to understand why a customer moved from one channel to another or abandoned a process. AI can’t lead a product team or business unit through a collaborative workshop to build team camaraderie and trust. AI and machine learning can help identify problems, but it can’t create custom solutions based on specific business requirements.

We improve team productivity by combining the automation promise of AI with the customization expertise of professionals who have been at work for decades crafting experiences that work for customers and the business. We adapt AI to fit the needs of the business rather than expect the business to adapt to the limitations of AI.

For businesses using AI to boost and simplify their content supply chains, we help them interpret their AI-powered insights to learn not only what performs best, but also why. The key to improvement is building on the past to make the future better. We can help organizations do that by optimizing AI to fit their needs.

Artificial intelligence has a role to play in enhancing various aspects of the customer experience. But when it’s simplified to automation without context, there is a lot left on the table.

As AI plays an increasingly central role in customer interactions, teams with expertise like Drawbackwards are going to be crucial in interpreting and fine-tuning performance to maintain quality control.

Drawbackwards Has Your Back

We’ve been around the block long enough to know that we can’t promise the world to large multinational companies. What we can do is get into the details and push rapid progress on specific projects and initiatives while keeping an eye on the bigger picture.

We’re the team that allows big consultancies to deliver transformative solutions to its clients and achieve faster results. We give a shot in the arm to consultancies. We put a personal face on their efforts and build confidence by showing how our solutions have worked for other businesses over time.

We offer big firms the expertise they might not otherwise be able to provide to business executives anxious about the rapid pace of change in technology.

Let’s talk about how we can partner together to deliver the digital transformation that businesses need and want.