DEFINING DIGITAL: CONCEPTS | 7 Minute Read

什么是数字化转型?

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Digital transformation is the process of rethinking one’s business model or business process in light of the availability and affordability of digital technology. It requires coordination across the entire organization, since it applies new technologies to fundamentally change the way business is done. For many enterprises today, the driving motivation of digital transformation is the chance to gain competitive advantages by improving customer experience.

技术进步创建消费者的时代

根据 Forrester的报告, 在过去的五年里,技术的进步创建了“消费者的时代”,客户可以选择何时及如何与企业进行互动。现在企业不能完全控制他们想要呈现给客户的体验,相反,客户跨接触点期望得到持续性、易于操作和个性化的体验。

这取决于企业能否使用新的技术功能和组织更改来创建适应这些需求的体验。越来越多的、杰出的客户体验是 数字化企业的关键,并且数字化转型的过程应遵循以客户为中心的 数字化战略
越来越多的,杰出的客户体验是数字化业务的关键,并且数字化转型的过程应遵循以客户为中心的策略。

数字化转型的关键因素

数字化转型需要使用新的技术,但是成功的转型需要重新定位,不仅仅是在业务的每个部分采用新的技术。

《麻省理工学院斯隆管理评论》已经确定了企业 转型过程的三大重点 应放在:客户体验、操作流程和商业模式。企业还需投资和开发其数字化的功能,这将有助于数字化转型的三个重点。
3 Pillars of the Transformation Process
  • Customer Experience
  • Operational Processes
  • Business Models

客户体验

营销软件和数据收集功能的进步,为客户提供更加个性化的数字体验。企业正在通过以下方式转型:
 

  • 跨渠道管理个性化体验,为客户提供简单无缝的客户体验。
  • 开发数字化产品和服务的新设备,如智能手表。
  • 在每个接触点绘制数据,并使用其提供更有效的个性化设置。

操作流程

这让人容易想起前端客户体验数字化转型的重点,因为这是最引人注目的部分。然而,使用技术重新设计操作系统也对企业成功提供出色体验产生深远影响。

例如,一个客户越快获得软件安装包越容易对企业留下积极的印象,通过客户在网上发送的诊断信息,通过简短的电话沟通了解客正在遇到的具体问题,以便更快地提出解决方案。现在企业正在通过以下方式进行转型:

 

  • 打破部门和数据之间的壁垒在数字化项目中可以更好地进行协作,如团队里的技术和营销两个部门可以在完全知晓对方进度的情况下进行设计、战略规划和开发。
  • 使用更好的软件功能或创建新的工具实现流程自动化,例如,执行自动购买订单系统来减少文书工作和被拒绝的订单。
  • 基于不断提高的数据详细程度做出战略决定。而不用重用或更改之前的分配过程,例如,领导能够基于真实数据,而不用假设的数据进行决策。

商业模式

通常情况下,新兴产业往往能够对传统企业带来威胁,因为他们勇于使用创新的商业模式和新的技术,而不会被老旧的系统拖累。不采用新技术就无法提供服务和模型建立品牌。新商业模式的示例种类很多,但一般包括:
 

  • 通过数字化服务使业务范围不断扩大,如玩具公司进行客户在线设计。
  • 客户行为随着新技术的发展而变化。例如,当客户在商店看见一个商品,他们会进行在线搜索查看评价,最终可能在售价最低的地方购买。在某些企业创建的应用程序上,客户可以扫描产品并阅读评价,确保客户最后在改企业平台内购买,而不是在别处。
  • 以数字化优先重建服务,例如,银行为支票兑现、付账单、申请贷款或其他服务创建移动设备应用程序。

参阅:数字化体验平台:旨在为数字化转型而设计

从什么地方开始着手

一个常见的误区是数字化转型通过技术开始也通过技术结束。企业不应该用通过技术投资的增加来简单定义数字化转型。如果企业可以从客户洞察和参与中显著受益,那么客户体验就一定会推动数字化战略转型。

为了在数字化商业中保持竞争力,企业应该着眼于他们现在的定位,并确定把重点放在数字化改造的什么核心元素上。您的企业可以从上文提到的三大重点其中之一开始,从您认为最重要的一点开始着手。

虽然数字化转型没有全面蓝图,但在过去的五年内的最佳实例中总结出了以下结论:

What to Avoid

From poor leadership to lagging engagement, there are a range of ways you can derail digital transformation. The biggest culprit is an obsession with big bang change and an unwavering focus on cutting costs.
 
  • Poor Communication – Communication is crucial. Before entering digital transformation, ensuring your company is on the same page with your goals is essential. If your team is overwhelmed with too many projects, communication will crumble and the projects will as well. Ongoing communication and change management through the many stages of digital transformation is crucial as the process is always evolving. Even leaders like Amazon are continuing to transform and adapt today.
  • Working in Silos – If your organisation is executing multiple digital transformation projects, it’s important to consider how it will affect the entire company in addition to the customer journey. While breaking down and rebuilding and organisation’s structure is not always easy to achieve, aligning your aims and objectives, working on communication flow and consolidating departments may increase cooperation and aid in the elimination of siloed culture.
  • Ignoring the Data – When carrying out digital transformation, it’s likely your organisation will collect vast amounts of data. But often organisations make the mistake of ignoring this data. Whether upper management isn’t ready to make data-backed decisions or a team leader doesn’t agree with what the data is saying, failing to make calls based on this evidence could set back the digital transformation you’re after.
  • Neglecting Mastery – Digital transformation is not simply installing a new software. It is an ongoing process that truly never stops. Taking an evergreen approach to transforming processes, priorities and positions can make a real difference in how your organisation continues to adapt to the digital landscape.

How the Pandemic has Shifted Digital Transformation

The Coronavirus crisis has rapidly re-shaped how companies digitally transform. For example, the employee experience has quickly become a key theme in the community as a vast majority of the workforce continues to work remotely. Digital technology has gone from “nice to have” to “absolutely necessary.” 

Because of the pandemic, some areas of digital transformation have been pushed higher for organisations, such as furthering customer support services by introducing tools like chatbots, automating common processes, and cleaning out redundant and conflicting systems.

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