* By Guilherme Morais
The world has changed a lot and what seemed to be the future has become present. However, there are still many companies that make decisions based on models that worked in the past, but are now out of date. It is necessary to keep in mind a scenario never before experienced by humanity, based on the expressive use of technology and limited physical interactions. Knowing how to perform well in a totally new panorama is the X that question.
Much of what is done with technology needs to be based on the future, as the use of digital resources has never been so intense and diverse. Thus, in order to be successful in technological strategies, it is important to guide them in values and principles, also considering a new professional profile and thereby giving teams and employees autonomy, freedom, confidence and responsibility.
Robots came to assist and occupy repetitive tasks, focused on mass production and originated in the Fordism of 1920. Therefore, humans must perform functions that require creativity, reflection on human ambiguity and think about futures not programmable by a machine, which in turn can generate these simulations in a precise way.
The man-machine convergence denotes the fifth industrial revolution, which is the scenario in which humans work in harmony with digital platforms. In this context, companies that have the ability to work with a view to the future can anticipate trends and remain active in a fluid market, which is constantly changing.
The professional follows the same trend. In addition to the constant search for qualification, this new employee also needs to be able to anticipate, move through all the sciences at the same time, have a look at how everything is related and can have a connection with each other, besides knowing how to apply digital strategies . In this sense, these professionals must also understand their purpose and, in view of their own competences, trace a professional trajectory in line with what they do best, which is usually still linked to personal passions.
Back in business, on a less romantic journey, the process is the same. Likewise, profit and customer relationships have also been essentially modified. The famous ROI, the return on investment, focused only on the financial aspect, must be rethought.
For this reason, ROI is an outdated vision that should be replaced by the concept of ROX, focused on the return on your customer's experience, conveyed through a product or service, with a focus on connection and a high capacity to go viral. The search is for the willingness to deliver solutions, generating loyal and passionate customers for the brand, motivated by one or many exceptional experiences, focused on individuality and appreciation of life in a broad way.
The current economy is data driven and, therefore, it is so important that companies follow the whole journey and keep their customers loyal and happy. With this analysis it is possible to assertively predict a new cycle of behavior, because by knowing its history, it is already known how this pattern will take place. The best VIP service today is to know the entire journey of your customer within your company, respecting the privacy rules (LGPD).
According to the World Economic Forum (October 2020), the pandemic has given us a chance to understand that in fact, first of all, we must think about the planet and people. Without this it may be that there is not even a market to work on.
With the coronavirus, companies were able to do what they did not do ten years ago, nor would they do it in the next ten, if this setback had not created a digital and unforgiving scenario on organizations and the whole society.
* Guilherme Morais, marketing leader at TOPdesk
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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