Technology can be overwhelming, but it can also be used to provide customers with a frictionless experience when working with your company, says Mike Rowland, director of digital strategy at West Monroe Partners, in 3 Keys to a Successful Digital Strategy.

According to Rowland, distributors that use digital to replace inefficient internal and external processes can gain “business value in terms of revenue growth or better margins," and are more likely to build long-lasting customer relationships.

Companies should make sure their digital strategies include e-commerce and omnichannel, with platforms that include intuitive self-service options to increase customer satisfaction and avoid lost sales.

Read more about the benefits of digitization in 3 Keys to a Successful Digital Strategy.