The term digital can be used for any technology that enables humans and machines to connect with each other and with any information that they want to. Digital tools have been taking more space in daily life, becoming more common in the business environment, managing operations, connecting with customers and forcing sales methods to change dramatically. It is crucial that companies consider these changes and adapt in order to get ahead of their competitors. For this reason, the need to utilize the opportunities created by these changes have triggered digital conversion all over the world.
Digital Conversion is defined as adapting to the digital age and leaving old-fashioned and mostly manual methods behind in order to survive. In today’s world, the power of digital platforms allows customers to control the communication with firms and organizations. To serve customers that force into communication methods until they get what they want, companies must define key perfections they have. Especially with the digitalization of the global economy, firms must define and implement these aspects.
Technology in Turkey has been developing just as fast as it does in the world. Trends like increasing the use of smartphones and internet, people perceive social media as the main mean to communicate with companies (people reaching out from social media or companies using it for advertising) and companies utilizing digital systems (cloud technology, operational systems that talk to each other) in their business models have been becoming more common. Just like developing markets, Turkey has been using digitalization to catch or even surpass developed countries and investing in technology in many sectors and corporate field. In addition, digital conversion takes number one spot in the agendas of top executives.
The increase in competition caused by aspects like consumers coming to power with technology, online reputations becoming more important and prices becoming more transparent have been making companies focus on technological solution both internally and externally and even force companies to starts digital conversion. However, while making this conversion, companies must find strategies that will be beneficial in the long term and not focus on short-term effects.
The three most important effects of digitalization of companies are on this field; customer experience, operational effectiveness, and business models. Digitalization in customer experience allows the unity of the data collected from physical and online channels and give the impression that there is one customer. The data gathered offer information like customers’ purchasing trends, needs and wants. By using these data, companies can offer a service that best aligns with customers’ wants and needs. Digitalization helps companies increase efficiency by automating internal processes, allowing real-time communication with shareholders and having applications for customer analytics. Finally by creating new methods to connect with clients , digitalization has been affecting business models as well.
While going through digital conversion, human factor should not be neglected. First of all, embracing the change as a part of the company’s culture by everyone in the company is essential. Besides this executive responsible for the changes must guide the employees through the milestones and maintain transparency when it comes to the changes. Preparing employees this way mentally prepares them for the change and motivate them hence affecting the success of the process. Furthermore, updating strategies constantly according to global and local trends is critical to the success and permanency of the project.
Many companies fall behind during the conversion and integration phases as they believe that digital conversion is just about social media presence. On the contrary, the advancement of infrastructure caused by advanced technologies helps companies analyze big data more efficiently and the results help companies know their customers better, come up with more effective marketing strategies, have more integrated units in the organization and also they increase their sales and profit. For this reason, digital conversion must unify all field from marketing to sales and business process to organization structure.
Before starting the digital conversion, companies must conduct a comprehensive research about the digital world and determine what this process means to them and goals of the company with this process. Identifying applications, platforms, and solutions that are compatible and are able to manage daily operations effectively is important for the investments.
Quattro’s Approach to Customer Experience Management
- Comparing where firms are in the market and where they want to be
- Identifying the needs to reach the target structure
- Preparing digital conversion roadmap that includes strategy, process, technological infrastructure, and people.
- A holistic approach forms the perspectives of strategy, process, organization, and technology
- Sectoral expertise