Building an engine that promotes digital transformation

This is a consensus view of the March 2021 MIT Technology Review Insights survey of 210 members of Technology Executives. These respondents report that they need and still lack the ability to quickly develop and optimize new digital channels and services. Do them in real time.

Underpinning these waves of digital transformation are two basic impetus. There is a need to improve the ability of customers to better serve and understand, and the ability of employees to work more effectively towards these goals.

Two-thirds of respondents said that providing a more efficient customer experience was paramount. This was followed by using analysis and insight to improve products and services (60%). Increased team collaboration and communication, and increased security for digital and intellectual property, respectively, were about 55% each, making them the third joint.

All digital goals are integratedly linked to improved customer and employee engagement, retention, and activation. Richard Jefts, vice president and general manager of HCL’s digital solutions, said the increased team collaboration and communication has received more attention than last year.

“With covid-19, management teams needed to be able to continue their business remotely, with the adoption of new levels of collaboration capabilities and employees to digitize business processes to fill the gap. It meant the use of low code by Jefts, “says Jefts.

Miaoson, Brussels-based Chief Information Officer for Mars Pet Care, says digitization is steadily redefining her company’s global pet nutrition and veterinary services business. “Our online business is growing by double digits, and the resulting amount of customer data allows us to more accurately forecast demand,” says Song.

And with digital tools, you can quickly collect and use more and better market data. Song points out that AI-enabled image recognition tools are being used by Mars salespeople to scan retail shelves and generate insights for better inventory management.

As Mars’s reliance on AI and analytics grows across the organization, it teaches many employees to use low-code tools to enhance their internal capabilities. Low code is a software development approach that requires little or no coding to build applications and processes, allowing users without formal knowledge of coding or software development to create applications.

“Everyone in the company needs to be a data analyst, not just members of the IT team,” Song said, increasing visibility across the company’s supply chain, improving pricing strategies, and developing new ones. To talk about Mars’ efforts to improve digital literacy. Products and services.

Promoting the use of low-code development tools through hackathons and other activities is an important part of Mars’ efforts, Song said. “We need to break the notion that only IT can access and use data resources,” she adds.

Customer experience is (yet) king

Survey respondents have already shown that the performance of their customer experience processes has improved significantly since they undertook digital transformation efforts. Customer experience remains a priority as we enter next year.

Respondents specifically want to improve their digital channels, followed by analytics and personalization support, AI or automated customer engagement tools. Other digital competencies are built to meet changing customer and partner expectations and requirements, streamlining the customer experience process by providing multi-experience capabilities.

Alan Pritchard, director of ICT services at Austin Health, a public hospital group based in Melbourne, Australia, explained that his company’s digital transformation process began to accelerate long before the effects of covid-19 began. I will.

“The 2019 service review model identified home monitoring and home care as essential to future service delivery, so even before the pandemic, our health strategy was to improve digital channels. The focus was on improving the ability to support outsiders. To implement Austin Health’s outreach strategy, a common customer relationship management (CRM) platform needs to be built, Pritchard said. Stated.

“While some future service models can be provided through telemedicine initiatives or device integration, there is still a lot of work to be done to consider how to communicate electronically with people about their health status,” said Pritchard. Says.

The organization’s common CRM platform needed to accommodate a large number of autonomous departments “wants to communicate electronically with patients in their own apps,” said Pritchard.

Managing a number of individual app development processes is complex, but “there are common patterns in how departments interact with patients in the booking, preparation, and follow-up processes,” says Pritchard. “Therefore, a set of apps built on custom code.”

This, coupled with the need to distribute some control and customization across multiple departments, led Pritchard’s team to a low-code path.

This correlates significantly with the experience of the research cohort. More than 75% of respondents said they increased their use of digital development platforms (including lowcode), and more than 80% said they prioritized their investment in workflow management tools over last year. ..

Download the full report.

This content was created by Insights, the custom content division of MIT Technology Review. It was not written by the editorial staff of MIT Technology Review.

Building an engine that promotes digital transformation

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