Digital transformation is critical for organizations today.

Digital transformation is the process of using digital technology to streamline and simplify operations, processes and experiences. It’s a major evolution in strategy, tactics and culture for every organization. Getting it done requires a commitment from all levels of the business, as well as major changes.

It’s not easy – but for F5, it was imperative. F5 “gives the world’s largest businesses, service providers, governments, and consumer brands the freedom to securely deliver every app, anywhere—with confidence. F5 delivers cloud and security application services that enable organizations to embrace the infrastructure they choose without sacrificing speed and control.”

As the company transitioned to a subscription-based model, the company’s digital transformation became a mission-critical strategy – and they turned to Coveo AI-powered search and recommendations to establish “quick wins.” By implementing Coveo, the company unified its 50+ external websites, and then leveraged artificial intelligence to personalize interactions across their digital experiences. Peter Cook, VP of Digital Transformation, at F5 explains in the interview below.

Why Digital Transformation Depends on Relevance

F5 is not alone. As companies evolve their digital strategy, they face the reality that customers expect personalized and tailored interactions across every channel. 

According to recent research:

• More than 6 in 10 customers expect personalization as a “standard of service,” according to a 2019 survey.
• 80 percent of CEOs said they deliver a “superior customer experience,” but only 8 percent of their customers agreed, according to a survey from Bain and Company.

The research is very clear: organizations need more than just digitization. They need relevance. Every click, query and behavior needs to be stitched together to help the organization understand users’ context and intent to recommend the most relevant next step for them. And it’s now possible with artificial intelligence.

AI and Digital Transformation

Personalization, in the past, meant segmentation. Once you complete a certain number of actions in one channel, such as the website or customer community, you were grouped with others who had completed similar actions and then the marketing department sent promotions your way.

But now, the world has changed – and your approach to digital experiences need to change as well. Your customers and employees don’t want to be “marketed” to; they want relevant and personalized recommendations right at their fingertips without having to go page by page. The experiences that employees and customers have with brands like Amazon and Netflix have raised the bar.

It’s now possible for every brand to meet these expectations with artificial intelligence. By stitching data from every channel, from the website to the contact center, a powerful index can connect all of your content and data, then AI and machine learning can compare visitor data with other users, and automatically recommend the most relevant content. 

How? Our Relevance Maturity Model whitepaper will guide you through your next steps and help you compare your organization’s relevance maturity to the rest of the market.