Transformación Digital

es más un continuo que el destino, cuanto más avanzamos, mejor preparados estamos para adaptarnos y prosperar frente al cambio y la incertidumbre. Con la tecnología, el futuro siempre comienza ahora. Cada minuto cuenta. Pero la Transformación Digital puede ser una perspectiva abrumadora para muchas organizaciones, especialmente en medio de una pandemia.

Lea nuestras principales ideas sobre tecnología resiliente.

Transformación Digital

Tres consejos para el viaje

Transformando la tecnología mientras navega por la disrupción

La Transformación Digital es más un continuo que un destino, cuanto más avanzamos, mejor preparados estamos para adaptarnos y prosperar frente al cambio y la incertidumbre.

Con la tecnología, el futuro siempre comienza ahora. Cada minuto cuenta. Pero la transformación digital puede ser una perspectiva abrumadora para muchas organizaciones, especialmente en medio de una pandemia.

Los sistemas locales, por supuesto, se pueden modificar con una interrupción relativamente pequeña, pero no hay un atajo fácil para la transformación digital sistémica que la operación realmente necesita.

Hasta que golpeó la pandemia, para muchos había sido tentador ver esa iniciativa como un proyecto a largo plazo que se extendía duraderamente hacia el futuro.

Pero desde entonces ese horizonte se ha hecho visible más rápido de lo que nadie podría haber imaginado, exponiendo a las organizaciones menos preparadas para ello. A esto se suma la desventaja de no tener la percepción del cliente rápida y receptiva que habría proporcionado una mejor tecnología y algunos grandes nombres han alcanzado puntos de inflexión inestables más rápido de lo que nadie esperaba.

Mientras tanto, aquellos con capacidades digitales bien desarrolladas han estado preparando sistemáticamente sus organizaciones para el futuro con formas de trabajo más rápidas, baratas y flexibles, lo que las hace más alertas y mejor coordinadas en su capacidad para responder y prosperar a través de la adversidad.

Sobre todo, las últimas tecnologías les permiten mejorar la comprensión de sus clientes y mantenerlos en sintonía con las necesidades cambiantes, independientemente de lo que les depare el mundo. Ellos son los que continuarán prosperando con resiliencia a pesar de la adversidad.

Su organización debe abordar tres cosas en el camino hacia la transformación digital, le invitamos a explorar en las siguientes pestañas:

  1. Aprovechar los datos de los clientes
  2. Superar la inercia organizacional
  3. Concéntrese en sus fortalezas centrales

 

The way to a customer’s heart is through their data

We all want to nurture closer, more trusted customer relationships, don’t we? Who hasn’t been impressed by the way Google transformed the world’s expectations of customer profiling by tracking and gathering detailed online behavior to create valuable and marketable profiles of not just their customers, but ours as well? While most organizations have ready access to customer profiling data (off-line as well as on), many have lacked the processing skills and technical capabilities to analyze and interpret online data the way Google does. Most have, therefore, simply tapped into Google’s accessible expertise.

But this is all about to change. From 2022, in response to rising consumer pressure for greater privacy, Google will stop third-party cookie tracking for advertising and browsing. This means that they will no longer track and store information about visitor behavior on our own websites (nor anyone else’s but their own); only we can do that now. So, just as Google will be ratcheting-up the tracking and interpreting of its own YouTube and Google Search site data, so the rest of the marketing world now has the challenge of tracking and analyzing their own site traffic and learning from it (without their rivals having the chance to second guess them via Google analytics). It goes without saying that those that can’t risk being outmaneuvered by those that can. So, the further an organization has traveled on its digital transformation journey, the better equipped it will be to use this intelligence for its own competitive advantage. It is a golden opportunity to enrich the close customer connection and insight that is needed now more than ever, to stay in-tune with customers in an increasingly dynamic and unpredictable world.

Deloitte Digital is a world leader in helping clients navigate the complexities of data technology to deliver the practical solutions that will enable any business to thrive and grow. This nearly always begins with finding the best possible way to develop and maintain tight, responsive customer relationships. Who said data wasn’t sexy?

 

Overcoming transformation inertia

One thing the pandemic has taught us is that we can’t sit still in the face of adversity. Fast responses are essential if we are to be a resilient organization with a sustainable business model that retains its distinctiveness and relevance as times and market conditions change.

Some of the most challenging obstacles to implementing digital transformation are internal. The good news is that this should (theoretically at least) make them easier to control and resolve. Perhaps it is the inertia of a slow-moving system that resists change, a hesitancy to invest, unwillingness to compromise, a perceived transfer of control, or one of many other, all too familiar, obstacles that stand in the way of progress. Contemplating the cost of not transforming often galvanizes opinion. After all, sitting still, against the context of a fast-moving world of technology, means going backwards and being left behind. Look again at the organizations that thrived most convincingly over the past year and you will see a close correlation between what they delivered and what their customers most needed and trusted them to provide all driven by responsive customer management systems that enabled them to listen attentively and respond with agility and precision. You will also see confident, successful operations fit for the future, poised and ready for the next challenge.

At Deloitte we speak ‘boardroom’. Our breadth of expertise at the highest level, in every discipline from finance to marketing, HR to PR, IT to QT, helps our clients to frame the challenge from every perspective and provide trusted solutions that everyone can believe in. Together we can give your organization the confidence in the future it needs to overcome the organizational inertia of the past.

 

Focus on your core strengths

The pandemic has seen global business swing towards certain technologies (favoring ecommerce and other online or app-based services, etc.). For some organizations this has provided a welcome tailwind, for others it has meant reconfiguring their operations to find new ways of delivering against fast-changing customer needs. The danger is that this can become a distraction from what they do best, throwing them into direct competition with rivals that have more experience, lower costs and technologies that have been optimized over time for these ways of working.

The solution lies in reviewing exactly where the organization plays in the value chain, defining where and how it adds most value, then determining how to focus on what it does best. Technology solutions can then be built around this and might, increasingly, favor the use of outside ecosystems and partnerships proven expertise, typically using cloud-based SaaS technologies, that can transform the business, leaving it free to focus on maintaining the competitive advantage it needs to thrive.

Deloitte can help with every step of the journey. From helping you shape your organization and brand strategies, defining what your future positioning should be through to helping architect the journey to where you want to be. Our breadth and depth of capabilities and our extensive network of specialist implementation partners mean that we can move quickly and confidently towards enabling your core strengths to add more value than ever.

Connect for impact

Conecte con nuestros líderes alrededor del mundo

 Sam Roddick

Sam Roddick

Global Customer & Marketing Leader and Global Deloitte Digital Leader | Consulting
Emily Mossburg

Emily Mossburg

Deloitte Global Cyber Leader
Simon Owen

Simon Owen

Partner | Deloitte North South Europe

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