THE scanning of companies is a process increasingly present in the market and essential in business relationships. However, care must be taken so that in this transformation, companies maintain, at all times, what is fundamental: the focus on the customer.
The fact is that new technologies have brought changes in the way we consume and relate to providers of products and services. Therefore, any corporation, regardless of its size, needs strong leadership to change the corporate culture, create a practice and learning routine, adhere to digital business models, change operational processes and, above all, create a digital mindset. All of this in order to maintain the relationship with current customers and win new ones.
To achieve all of this, it is necessary to have a strategy, persevere and not be discouraged by some short-term results. Who addressed this issue, on the Rethink Trail of ABES Software Conference 2020, organized in partnership with The Shift, on September 28, was Thales Teixeira - a Brazilian living in the United States, who is a professor, author of the book Unlocking the Customer Value and founder of the company decoupling.co.
Invited to be one of the event's keynote speakers, Thales talked about the theme Executing the digital transformation focused on the client and explained five important steps for a company to survive, grow and innovate in this scenario.
Billing reduction - According to the keynote speaker, in the first moment of this digital transformation it is common to reduce revenue. “70% of North Americans only buy the product they want over the internet, after going to a physical store and evaluating the object in question. This is a disruption to the traditional purchasing model that leads to a reduction in revenue. Best Buy went through this, but changed the retail business model to the digital model and increased its revenue. The experience that emerges from a case like this is that when the profit returns, the return is guaranteed and it is strong. ”
Understand the customer - Reassigning helps us to see situations from different angles, without resorting to old and ineffective recipes. The clarity of this fact was evident in the examples mentioned by Professor Thales Teixeira when presenting the cases of John Deere and GE, companies that manufacture equipment, but that needed to revise the format of the business and started to offer clients consultative services, software and based their analytics decisions. "Both sought to understand the needs of their customers and when they did, it was a disruption to the traditional business format."
Customer value chain - “In the past, the consumer followed the pattern of evaluating, choosing, buying, consuming and discarding. Today it is necessary to improve the online experience of customers, implement or improve the mobile experience, multiply and improve the service channels for purchases, increase the experience and the interaction with the product ”. Incumbent companies, however, face competition from startups entered this relationship by specializing in offering services and products at some point in this value chain.
What consumers need - “With the facilities of digital transformation, consumers want convenience, price and guarantee. The customer looks for price (the most accessible), speed (reduction of delivery time), ease (minimizing the effort to purchase) and security (quality assurance) ”.
Degree of risk - “Everything will depend on the degree of risk of the business itself. Here is an example about car consumers. Not long ago, the dilemma was to buy a gasoline or electric car. It is now electric or autonomous, a technological disruption. There is the segment of those who don't even know if they want a vehicle. The consumer wants mobility. This is a change of mindset. It is thinking about the solution for the client, because the game has changed, it has new rules, new moves and new players ”. Based on this example, he pointed out that car manufacturers are transforming themselves to be mobility providers.
In his conclusion, Thales Teixeira was categorical in stating that all digital transformation occurs because it is "consumers who disrupt markets".
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