We often talk about digital transformation and how its consequences have transformed our daily lives. While this is true, as technological innovations span all fields and offer us new opportunities, first of all, we need to know what this phenomenon truly means and its relationship to data. Thus, digital transformation can be referred to as the application of digital capabilities to processes, products, and assets to improve efficiency, customer experience, manage risk, and uncover new revenue-generating opportunities.
Digital transformation: what it is and its technology
Digital transformation is the integration of digital technology into all areas of an organization, which comprehensively changes the way it operates and delivers value to customers. On the other hand, it also implies a cultural change in which companies must adapt to the context and to the new needs of consumers.
What does this phenomenon entail? Among other things, the redesign of products, processes and strategies through digital technology. In addition, it affects all areas of an organization: supply chain, workflow, employee skills, customer interactions and the variation of the final value.
This digital transformation at the enterprise level makes it possible for companies to meet the needs of consumers at the pace and with the quality they demand. To this end, the emergence of different technologies make it possible to meet these needs, such as cloudcomputing, information technology, mobile platforms, machine learning and artificial intelligence technologies.
In addition, there are other technologies driving digital transformation in forward-looking companies that are interesting to know about: blockchain, augmented reality, virtual reality, social networks and the internet of things (IoT).
The importance of data in the customer experience
Digitization turns processes into data, which allows companies to view their actions and analyze them based on objective facts. Considering that companies are built through processes with the goal of creating efficiency, focus and quality, digital transformation reduces the processes a company does, automates the work to people and turns the process into software.
Data shows that users matter and that customer experience is vital. Thanks to data and the ability to associate it with indicators or problems through analytics, companies can become more efficient and change what they do wrong. In terms of employeexperience, as Up Spain points out, data shows the needs and what is happening with the employee, beyond the organization being able to draw its own opinions.
In addition, data makes companies quick to meet the needs or expectations of customers and employees in an increasingly volatile and competitive market. Therefore, process automation is necessary, transforming processes and making them more reliable, as well as relieving the workload on employees.
From the customer experience, it is not how quickly the organization answers the phone, but how quickly the customer can complete an order. The customer experience and satisfaction lies in the fact that the customer does not need multiple conversations with the organization. The need for a meeting can be done quickly and done once.
Conclusion
The digital transformation brought about by the explosion of data and connected devices is a limitless world of opportunity for organizations, enabling the improvement of the customer experience. Data collection and analysis makes it possible to innovate and generate new ideas to create better products and provide good customer service.
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