Connecting Technology and Business.

The four pillars of Digital Transformation

The challenge. The sole driving force of enterprises to transform digitally is to put the customer at the heart of every activity in the business.

Customers determine the success and leadership of an enterprise. And customers are now becoming tech savvy rapidly with the availability of cheaper devices packed with digital power. What was a distant mirage for the common man has landed in his hands with little effort from his side. Apps that span from e-commerce to health monitoring to entertainment apart from official collaboration are available for free or at an affordable rate. Most of these apps are provided by sellers to increase touch points for gathering data and feedback from their customers. Valuable inputs from customers can help enterprises design a very personalized experience for customers. Targeted marketing campaigns can be created for very special category of customers to promote stickiness and to improve brand loyalty.

The reality. With the increase in complexity in organizations due to rapid growth in staff and exponential growth in information, there is a need to create a conducive atmosphere for seamless communication and collaboration. Today’s business scenario requires enterprises to remain agile to changes mandated by customer behavior. And customer behavior is unpredictable and highly volatile. Empowering employees with the right kind of platform and tools to collaborate and connect better is essential to address this challenge. Establishing more channels to bring people and information closer in an enterprise will pave way for better decision making and customer retention. Anywhere anytime access to the enterprise resources through any device will improve mobility. Democratization of information with actionable insights will place seamless power in the hands of the relevant people to cater to the need of the customer dynamically.

Enterprises have organically grown internally but not all functions and departments are well knit together as a fabric to function in unison. Ad hoc projects and committees that mushroom time and again result in horizontal expansion that operate in silos creating real challenge for effective governance and control. Enterprises might lose focus on customers and their needs when firefighting happens internally to contain the challenges in running the organization. Teams that function in geographically separated locations are prone to remain isolated from the overall functioning of things in the enterprise unless there is an efficient collaboration mechanism. Optimizing these operations would result in functional and operational teams working together to pay increased attention to the customers’ needs.

Trends are changing today with consumerism calling the shots in enterprises. Established businesses are finding it difficult to keep up with the changing behavior of customers. They are just one mouse-click away from losing a customer forever. Flagship products are losing their relevance in this changing world of varied customer preferences. Startups are ruling the day with their innovative products and enterprises are forced to package their products as services to remain competent and retain customers. Airplane engines are replaced by air times. Capital goods are offered as subscription services. Real estates are let for rent rather than being sold. Taxis are hired instead of cars being bought. Banks operate with literally no physical presence; room-stays and holiday packages are available with no property owned; content is proliferating while nothing is originally created; Food lands on the table from virtual kitchens. Customers want all of these in the comfort of their homes and work-spots and in their familiar devices that they carry day in and day out.