Digital Transformation Is Redefining Business Models

by IBA Group for IBA Group
Posted on July 24, 2018

IBA Group
Mark Hillary

The technology industry is in an interesting place right now. Industries across the world are facing a wave of digital transformation that is often redefining their entire business model and value proposition. In addition, the increased strategic focus on customer experience (CX) as a boardroom priority is creating a wave of investment in emerging technologies. There has never been a better time to be closely connected to the IT industry because IT is redefining so many industries at a scale that nobody has ever seen before.

Customer expectations have changed dramatically in recent years meaning that companies need to deploy every tool possible to increase both sales and loyalty. The Business to Business (B2B) environment research by Salesforce shows that 80% of customers are influenced by the way that a company is able to understand their individual needs. There is a clear need for organisations to explore how digital transformation and the use of more innovative technologies can create a better experience for their customers.

There are many examples of the changing digital environment and how emerging technologies are changing the interface between companies and their customers, for example:

1. Bots; intelligent chat bots are able to handle simple customer questions automatically deflecting calls that would need to be answered in a contact centre.
2. Automation; the use of Robotic Process Automation (RPA) to automate manual processes makes life easier for employees and increases productivity.
3. Data Analytics; the ability to personalise service for customers because the system knows exactly what they like, when they like to buy, and which channels they prefer. Companies can use data insights to show their customers that they understand exactly what the customer wants.
4. Immersion; Both augmented and virtual reality systems are being used for solutions such as allowing customers to experience a luxury hotel before booking and how to find products inside a store.
5. Self Service; customers are increasingly searching for help online before ever asking a company for help with their products so there is an increasing need to create intelligent content that answers customer questions in locations such as Google.

It’s clear that the combination of increasing customer expectations and the emergence of these new technologies is driving a wave of digital transformation. More than ever, companies are turning to their technology partners for answers. Technology is no longer just a service that supports the business, technology is rapidly transforming how organisations function and redefining business models. Technology is rapidly becoming the most important driver shaping how organisations function and define a business model today.

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