Digital Transformation: Benefits
The Industrial Revolution: Humans doing great things with technology.
The Digital Revolution: Humans doing great things alongside technology (It’s true, some of your coworkers might be robots). Yes, the relationship between us and technology has become more intimate than ever before. This is why “I can’t find my phone” feels like “I’ve lost my right arm.”
Let’s look at the spiffy things that happen when humans and machines get along in the workplace.
Based on that same SFDC 2016 State of Digital Transformation survey I mentioned in my last post, these are the positive impacts people ascribe to their Digital Transformations:
- Increased market share
- Positively impacted employee morale
- Increased customer engagement in digital channels
- Greater volume of web and/or mobile traffic
- Increased customer revenue
In other words, we define digital success in the workplace by the degree to which it positively impacts employee and customer experience. No single miracle technology can yield digital transformation success—positive impact comes from the human-digital relationship—but I will examine these benefits in light of their digital counterparts.
A digital environment can increase workplace morale by empowering employees to apply their talents…
- With ease and efficiency: In digital terms, this translates to automation and user-friendly platforms. Preserve what makes human resources so precious—reason, creativity, ingenuity—for the tasks that truly demand this. Digital automation tools mirror the role that your central nervous system plays in supporting life-sustaining bodily functions. The same rule applies to your corp’s corps.
User-friendly platforms—in this case, most likely relating to your company intranet—organize information and materials in a way that propel people through the everyday ambush of content.
Automation and user-friendliness have become more necessary in today’s work environment as a result of increased complexity.
- With the help of valuable resources: Having more resources “at our fingertips” than ever before also means we face a steeper threat of lost opportunity cost. Technology embodies the gateway, mediator, and manipulator to today’s most plentiful resource: information. Useful tech tools to this arena come in the shape of analytics and, as mentioned above, in the vehicles by which we navigate a dense jungle of content.
- In an ideal environment: Most of today’s workforce expects digital sophistication to meet them at the office door. Digitally advanced companies have an easier time attracting and retaining talent—especially the forerunning talent of our current revolution. An ideal modern environment is also mobile. When we have the freedom to work from our “happy places,” we’re in a happier mental place at work.
In short, employees feel valued and respected when they’re empowered to reach peak performance. Digital tools alone aren’t sufficient to make this happen, but today they’re necessary.
Increased Customer Engagement in Digital Channels
Customers engage with digital channels that offer…
- An intuitive user journey and visual appeal: Companies who come out ahead of their digital transformations offer strong web and mobile experiences. Period. Offering up a clunky website as your first digital impression is worse than speaking to customers in person with bad breath.
- Relevant, succinct, and engaging content: A few years ago, we found it freaky when the internet had seemingly started to psychoanalyze our brains as buyers; now, we disengage when confronted with anything other than tailor-fit content. Thanks to web analytics, companies can speak directly to their target audience, resulting in higher engagement.
At the beginning of 2016, Forrester surveyed 115 decision makers in technology, marketing, and business on their Digital Experience Technology and Delivery Priorities (I will put this whitepaper on a landing page and link to it). Its findings closely align to the five benefits mentioned in this post. Forrester found that “organizations’ 2016 investments revolved around implementing personalization initiatives, solving people challenges, and assembling digital experience platforms.”
What would you like to see from your digital investments in 2017? Let us know.