DIGITAL TRANSFORMATION
DIGITAL TRANSFORMATION
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Understanding the meaning of Transformation
As we previously talked about how transformation holds a different meaning for different businesses. It varies in a way it provides a solution uniquely to each organization. In today’s scenario companies drive neck to neck competition
and it has become critical to build an enhanced connection with people. For that, many systems have gone digital like Digital CRM, Digital MARCOM, e-CORPCOM, e-HRM.Let us proceed to understand these buzzwords one by one.
“Innovation is critical to the heartbeat o
f ANY successful corporation in the industrialized world.” – Dinesh Paliwal
Digital CRM
If you have worked in a company, you might have come across CRM software. It is a software that maintains details and preferences of your customer. It has proven to be the best technological asset that many companies have invested in. Because, it helps engage with customers better and also leads them to acquiring new ones. In today’s world we know how much importance is being given to the customer. With the internet being the backbone, customer relationship management is evolving.
The digital CRM fetched the birthday details of the customer and helped make automated messaging and personalization smoother.
Digital MARCOM
MARCOM is a combination of two powerful words – Marketing and Communication. There are various digital MARCOM tools that help to engage more and more customers. Many companies invest into this so that it is possible for them to give the idea of complex problems and solutions in a simpler way.
For instance, a company wants to sell its solar panels. Short videos are a smarter way to reach greater masses because it is more efficient and creative to play a video rather than listening to a company guy talk about how solar panels work.
One of the other tools of digital MARCOM is search engine optimization. Whenever we want to use a product or service of some company we look it up on the internet before dealing with them to understand their legitimacy. If the search engine puts forward your company’s page in the topmost section, it becomes easy for the user to know better about the company.
e-CORPCOM
The corporate communication simply means how efficiently solutions, and tech support can be provided to the customers (who may be the corporate clients). If you are a manager of a company you may have to deal with workforce management, network building etc.
Say a small company wants to exchange information with a big company. To locate proper email, or contact isn’t a cakewalk because everyone shares limited information. The solutions like e-CORPCOM assist the companies who experience such difficulties.
e-HRM
The companies are listing their open profiles on the online platforms like Naukri.com, Internshala who are connecting the hiring companies and aspiring employees without any human intervention. The company puts up an advertisement and people apply with their resume.
Digital Transformation for Businesses
There are five different levels of businesses size-wise – micro, small, medium, big corporations, multinationals. The business model, processes, work culture, target audience, marketing strategies everything from pin to piano is different for different businesses. Some of them work for making profits, some of them exist for a social cause, some have both the agendas. Some of them are listed entities. This means any news about the company and their share price is seen fluctuating depending on the type of news.
Whatever is the nature of the business, it is highly unlikely that one solution would fit them all. Because, the business falls in a certain kind of industry and industry trends also influence the performance of business.
“The best way to predict the future is to create it.” – Alan Kay
For instance, if a small kirana shop and a multinational company like Reliance Fresh is not witnessing the huge sales of their new product. Since Reliance Fresh is a huge company, it may spend on consulting firms to understand the reasons behind why it is happening. Kirana shop owner may directly ask his customers the reason they are reluctant to buy that product since he is limited to a particular area.
Then, kirana shop owners might put up banners in the local area and advertise about that product. Whereas, Reliance Fresh can put up advertisements in the television and social media. In this way, they both can tackle the bottleneck and engage their audience. Problem may be similar, but the solution is different. Here it was dependent on the budget they both can spend to solve their problem and their target audience. For Reliance the audience is global and hence TV and social media engagement made more sense.
Digital Transformation for Shopkeepers, Vendors and Others
For small businesses like shopkeepers and vendors the digital has helped to maintain their presence at all possible touchpoints where their customers are present. It has not only helped them survive, but also enlarged its footprint by catering them with multiple options like online payment, digital advertising and so on to their users.
Let’s get familiar with a story of a shopkeeper who had recently opened a supermarket in a developing village in the same neighborhood where a small store used to sell daily household items. The small store shopkeeper was concerned about the existence of its store because the new supermarket was shining like a star with racks filled with different products and a variety of offers because of the opening discount.
“Be an innovator, not an imitator.”– Audrey Carballo
There were so many people who were excited to check out the new supermarket that all of the crowd went there. Because of this, there was a lot of traffic and the billing process became very slow. The queue was getting longer and they did not have the scanning bill system. Hence, people were growing impatient.
The small store shopkeeper realized the problem, and invested in getting a new billing system. In a few days, he installed a barcode scanner and started a computerized bill system and hired a person to help him with it. Instead of going bigger infrastructure wise, he planned to make things faster. In the neighborhood, this news spread very quickly. Due to which people began buying from small shops in larger numbers as it saved everyone’s time.
Nailing the right decision, at the right time, brought him back to his audience. Shopkeepers, vendors and many others are investing their money, time and energy to reach a better place in the ease of doing business.
Digital Transformation for Institutions
Here, we will talk about three institutions: educational, government and non-profit institutions. As everyone is aware of how the landscape of education changed due to Covid 19 pandemic. Schools and colleges turned from physical to online mode. Students and teachers began embracing online platforms. The most important thing to notice in this phase was how people surrendered to change and openly learnt to be a part of it in order to move forward in their domains.
In the process, many platforms like Zoom, Skype, Cisco Webex, Google Meet among many others became a regular part of our mobile phones.
“There is no innovation AND creativity without failure. Period.” – Brené Brown
Speaking of digital transformation in government institutions, at all levels they are undergoing change in order to deliver government services more effectively. Remember, how during the census a small team or a person used to come at your door and take the headcount of the family with other required details. They used to note everything in their register.
How cumbersome a task would it be for them to take details door to door and then go on with further procedure of counting? If we come to think of it, it is possible that the population count would go wrong because the process is all manual. But, in 2021 the population enumeration phase of the Census had the facility of online self-enumeration for the public. This meant we could fill the details online, and a reference number would be generated which later is to be shared by enumerators when they arrive at your place. This kind of transformation not only makes the task easier, but also reduces the chance of mistakes.
“Innovation is so hard and so frustrating; it takes the intersections of people with courage, vision, and resources.” – Dean Kamen
Now, let us move on to NGOs. We often feel good when we donate to the less fortunate, right? Doing something for society and trying to make a difference even if little counts. I once donated money to an NGO to sponsor a student’s education till 10th standard. After his education was complete, I received a certificate in my mail featuring the students name and how because of my donation, now he completed his basic education and would hopefully do better in future studies as well.
It was quite overwhelming to see how the NGO was reaching out to people all over the world with a token of thanks for their benevolent actions.
Such kinds of changes in institutions are being instilled by digital transformation.
Digital Transformation for Startup
The startup space has taken the world by storm. The startups who digitize and leverage their data to extract valuable information about their customers know better to serve them. You might have seen your friends, colleagues dreaming about their own start up either independently or on the side with their current profession.
They often have two visions in their minds – visibility and funding. As it is rightly said, coming up with an idea is good, but what you do with it is better. The executability and implementation of the idea is equally important as coming up with an excellent one.
Startups aspire to make their work visible to as much as people they can. Also, they pitch their ideas at various business conferences that are open to all. In cities like Mumbai, Delhi, Bangalore, such conferences are set up at a big level wherein many aspiring people with ideas are invited to meet with investors. If the idea is liked by the investor, then they offer to fund the startup which is like a dream come true for them.
“Innovation–any new idea–by definition will not be accepted at first. It takes repeated ATTEMPTS, endless demonstrations, monotonous rehearsals before innovation can be accepted and intERNAlized BY AN orGANIZATIon. This requires courageous patience.” – Warren Bennis
For those reasons, digital transformation in the startup space is something the startup companies should aim for.
Digital Transformation for Self Employed
Many professions like lawyers, doctors, architects, CA, insurance advisors come under self-employed. Any business needs the help of CA, any house needs an architect, any enterprise or a person needs a lawyer for legal protection. Similarly, people also need an advisor for various insurance to protect the future of their family. Covid pandemic couldn’t have made it more clear how all of us need a doctor.
These professions are very reputable and carry an image in society. They are burdened with a lot of formalities that are a mandatory part of their work. Needless to say, they are highly qualified in their fields and these kinds of people more often than not require digital literacy.
ABOUT THE AUTHOR
MR. PRAKASH ARYA
Enthusiast, Strategist, Keen Planner and Strong Charisma, these are some of the motivations with which I associate myself. I describe my self as an eProfessional, who evangelizes digital media as Entrepreneur, Mentor, Management Consultant, Speaker and Writer and Domain Knowledge Expert. In my phenomenal more than two decades of long career, I have played varied roles and been an eSpecialist in the sphere of Digital and Online Communication as well as in eBusinesses in different organizations in India and abroad.
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