Digital transformation consists of employing the latest technology in your business so you receive a competitive advantage over your competitors.
When it comes to the subject, many managers and entrepreneurs imagine that they should use digital transformation tools in their companies at the level of the internet of things, artificial intelligence, machine learning and big data.
Yes, these technologies are important and many companies are already benefiting from them. But before thinking about using these technologies in your business, you should answer two questions:
- Is your company ready for them?
- What is the strategic goal of using this digital transformation technology in your company?
In the first case, an organization that still manages processes via e-mail or swapping spreadsheets may not want to jump from this technological level to the massive use of digital transformation as advanced as those we just mentioned.
Secondly, we must understand that digital transformation technology is not a goal, but a means to achieve an outcome.
Investing high sums in acquiring new technologies without planning how this can bring competitive advantages to your company simply doesn’t make sense.
In this context, we propose the gradual adoption of business digital transformation technology into your business, divided into three fronts that we will detail below.
Check out in our blog: The digital maturity matrix of the digital transformation model
Digital transformation tools in companies: 3 levels of performance
With the ultimate goal of transforming the business model disruptively, if possible, the digital transformation of a company happens basically in 3 levels:
- Customer experience transformation
- Employee experience transformation
- Operational process transformation
Digital transformation in companies, looking at the business model itself, will be a consequence of these 3 practices.
1- Customer experience transformation
The most widely used digital transformation technology in companies for this purpose is nothing new. The thing that generates a competitive advantage in this case is your technology integration. Particularly the technology you already use to get relevant information about your audience, and how you change their experience.
Thus, blogs, social media, smartphone applications, data capture at POS (with Beacons, for example), geolocation, online chats for customer service are just the first step.
The real second-level digital transformation is when you use all of the information gained from these digital customer relationship tools. Collect this information and use it in an integrated and strategic way.
But this isn’t enough, other digital transformation technology in the company needs to be employed to get even more information.
Analytics software, such as those offered by Google and others with more features, such as Semrush and Moz, as well as heat maps, such as Hotjar, Cliktale and Crazy egg, among others, can be quite useful.
Finally, after your company reaches this second level, then it may think of state-of-the-art technologies, such as big data or wearables, for example, to collect and analyze data even more efficiently, looking for ways to transform the customer experience into a competitive advantage.
Also see: The digital transformation process in companies: 5 key steps
2- Employee experience transformation
As we said before, if your management still lacks basic digital transformation technology, such as something already commonly used like cloud computing, handle this before you begin any initiative towards a deeper digital transformation in your company.
Internal communication tools like Slack and HipChat, team and project management tools, such as Trello, Jira and Basecamp, CRM and ERP systems, among others.
Because, without a consolidated organizational technological culture, it’ll be impossible for your workforce to handle digital transformation technology. And, with more complex activities, like AI or machine learning, it’ll be more difficult to generate sustainable competitive advantages.
3- Process transformation
A company that doesn’t practice modeling, automation and continuous process improvement should think about this before other digital transformation technology.
With data obtained from a company’s digital transformation technology used to improve the customer experience. Plus the new technological culture and position of a collaborative workforce embedded in the digital universe. It’s time to employ BPM software to make processes more efficient and effective.
By automating processes, a company will have access to data and performance indicators in real time. This allows it to make the best strategic decisions about its direction. Such as, which new technologies are most suitable for it to achieve competitive advantages over its competitors.
This is the correct way to promote company digital transformation: analyzing information and drawing long-term plans with defined objectives. Not simply by acquiring technology that, in some cases, it’s still not able to operate properly.
Find out more: Where can you get support and what agents can you use for digital transformation?
Get to know HEFLO, Low-Code, Cloud-based process modeling and automation software, which can greatly help your company to promote a digital transformation.