Digital Transformation: Digital customers vs analogue companies

Digital transformation: Industry needs to breathe data to focus more and more on the consumer experience and not just on the delivery of products and services.

Forward digital transformation it may even seem more like a technological trend, after all, everyone still speaks in the cloud, and in the same way as the cloud computing is here to stay, so is the digital transformation. The proof of this is the estimates of changes in several sectors of the economy that are predicted in studies.

The first, from IDC, shows that this transformation will have an impact of more than US$ 1 trillion on corporate spending this year; another, from Accenture, says that by 2020, 25% of our entire economy will be digital and 48% of the work we do today will no longer exist in five years. Finally, the latest Facebook survey states: by 2020, 80% of customer service as we know it today will not exist. But, are companies prepared for the impact of these changes?

Let's talk about the manufacturing sector

The industry has never been more tumultuous and heated than it is today. Even talking about new progress, business models and heating up of the sector, there is still a difficulty with the basics, which is demonstrated by the low growth rates caused by delays in operational and management processes. In some cases too, the scarcity of qualified IT labor has also had an impact, jeopardizing large IT projects by some manufacturers. But, which side will the industry be on? No of opportunities or barriers?

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What do Uber and Airbnb have to teach?

The need to modernize network systems, especially those in the cloud, is intensifying, forcing manufacturers to make bold moves or risk falling into obsolescence. The digital divide is hitting the industry with the same power that has transformed other industries, such as hitchhiking, entertainment, media, banking, travel and education.

Focus on the customer and the consumer experience. That's how companies with the service delivery model, like Uber and Airbnb, have to teach. Today, basic hitchhiking and lodging services can be ordered at a relatively lower cost than those offered by traditional models, and with superior experience, but what these companies can teach industries is summarized in the following pillars:

  • Development of a customer-centric strategy
  • Concern about the consumer experience
  • Focus on the final effect and not just on the product

per * Carmela Borst, marketing director at Infor Latam
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