Experts Call The Importance Of Prioritizing Customer Experience In Digital Transformation

JAKARTA - Although something is needed at this time, digital transformation is a change that requires a special strategy. Not only applying the most advanced technology today, but also customer needs.

During the 2022 Samsung Solution Day event, Indrawan Nugroho as CEO and Co-Founder of Corporate Innovation Asia (CIAS) revealed, as many as 88 percent of companies claimed to have transformed digitally.

"However, only 25 percent of the entertainment (companies) have implemented full digitization. This means that they are not just digital transformation, but they have a clear and sustainable strategy," he said on Thursday, November 24 at The Tribrata Dharmawangsa Jakarta.

This means, Indrawan added, 88 percent of companies claiming to have transformed only carry out transformations. There is no specific strategy.

Because according to him, a good digital transformation strategy is to put customer experience or user experience at the top and most important.

"Because, as sophisticated as technology is, if it cannot be used by humans, it is tantamount to lying. We must know what customers need, and what digital tools are needed," he explained.

Placing customer experience in digitalization is indeed true, DANA, the number one digital wallet platform in Indonesia has also proven this strategy.

As a company engaged in digital payment, DANA's Chief Technology Officer (CTO) Norman said that DANA has a philosophy where they put user experience into its main strategy.

"Not only 'there is advanced technology, it continues to be given to customers'. But, we depart from user experience. Only then do we determine what will be given to users, what is best for users," said Norman.