Johan Bernal N.
4 min read
Digital transformation refers to the application of digital technologies to processes, products, and assets of a company to improve its efficiency. Its objective is to increase the company value for the client, implement risk management and discover new opportunities for generating income.
It works from innovation processes, so it involves a change in the organizational culture of companies, which requires that they challenge themselves by leaving their comfort zone and feel more comfortable with the fact of taking risks in search of to optimize their business.
One of the factors that most characterize a transformation process is related to knowing how to take risks. Commonly the word risk is used negatively without understanding that there is an implicit duality in the concept. A duality that would generate positive results for the future of a company. For one thing, people say that the greater the risk, the greater the gain.
2. Understanding the new digital culture
When we talk about technological implementation for an organization, it is fundamental to know that this process will mean transcendental changes in our internal and external processes. Therefore it is a priority to understand the real needs that our company faces and choose the solutions that best suit them.
Also, understanding that we are part of a digital-oriented culture will allow us to rethink the potential that technology has in new forms of communication and sales and implement changes most appropriately.
New digital consumer
Besides living in this digital culture, another big issue is understanding that social interactions have changed to adapt to all technology changes. So is how the digital consumer emerged, a user undoubtedly different from those that existed in previous decades.
This new type of consumer is known for living in a constant comparison process researching information, analyzing prices and characteristics of the products and services he wants to purchase. Due to this, today the businesses manage an omnipresence in digital channels since they consider being right where these new consumers are interacting.
3. Data Analysis
Beyond being in places frequented by consumers, companies must make sure they know what each consumer makes. Also, know what they want and what they are looking for to meet their needs by anticipating them through data analysis.
Today it is possible to know where a consumer spends time, what brands he prefers, what his likes are, even his sentimental status, among other things, just by looking at their social media profiles. For this reason, current companies use their digital platforms to provide them with interactive value content that can capture their attention and allow them to generate an online purchase, subscription, or acquisition process.
And understanding that these processes are getting faster and more intuitive, a corporate recommendation is to have solutions that allow the robotization process and the implementation of BPM or CRM platforms that make each of these processes more effective.
4. Digital roadmap
Thinking about leaping into the digital world also implies drawing a digital roadmap that is in charge of solving three key unknowns that support the transformation:
- How can I do better what I already do with the help of technology?
- What new business ideas can I adapt from innovations?
- How can I change my model in the medium term?
Once all questions are solved (can be answered simultaneously), then develop the actions that best allow complying with the map will be possible.
5. Innovation tips
Innovation, in short, is the most critical part of a transformation process, as it is responsible for leveraging the new methodologies to be implemented in a company. To implement this transformation there must be an integral innovation that deals with both the internal and external areas of the organization.
In other words, innovation should not be managed just by the tech team. It also must be implemented in the optimization of products and services for end-users. After all, the customer is king!
And it is not an exaggeration to call him that way because you can have an incredible digital product developed with the best technology. You can count on the best features and the best quality. You can have the best packaging and distribution, but if your customer doesn't like it, you're out.
It has always been done this way!
This phrase has become the biggest obstacle that business decision-makers face when they try to optimize their organizations to undertake new projects.
The sentence refers to those processes that have always been in a business and might be obsolete. Those that are still used to fear change.
That is why it is a priority to fight that fear and think long-term about how forward-thinking solutions can help my company. After all, that is what they are developed for!
To develop a digital transformation process is essential to learn the value of taking risks and understand that these can have quite positive consequences for the future of a company. In addition, is a priority to understand what the real needs are faced and choose the technological solutions adapted to your company to meet them.
Another main point lies in understanding that we live in a new culture with a series of dynamics marked by digital consumers that determine how companies must adapt to it.
Companies in the change process must make sure they know what they do, what they want, and what each of their users is asking for, to meet their needs and anticipate them through data analysis.
Leaping into the digital world implies drawing a roadmap in charge of shaping the actions that support the transformation process. Innovation is an integral aspect that should be implemented in all areas of a company to optimize its products and services for end-users.
Companies must focus on fighting against obsolete procedures present in the "It has always been done this way" thinking, to make possible innovations to optimize your internal and external processes.
However, the main point for this entire process will be to understand that although technology is useful, when it does not have value or is used badly by people, it will have no value.