Bringing customers and offers closer has always been an essential action for companies in search of success. But the technological advances of the last decades have been profoundly transforming business models and increasing the relevance of digital strategies to offer more convenience to consumers. Today, solutions like Uber, Netflix and Amazon, among many others, are redefining the concept of connection between customers and services, making opportunities available to everyone with a few clicks, in an agile and direct way.
Thanks to the existence of advanced tools and solutions, major brands can be anywhere, using cutting-edge technology to find, understand and serve their consumers. The fact is that, without a doubt, we are in the era of digital platforms, with applications oriented to the high availability of transactions. We can organize trips, order food and even buy a car using virtual solutions without even leaving home. In summary, what we used to do in a shopping mall or store, is now available in the palm of our hands.
All of this is possible thanks to a series of innovations, made possible mainly by the improvement of the Internet connection infrastructure, the popularization of mobile devices and the development of concepts such as Cloud Computing and Big Data - which are expanding the availability of information and opportunities management for organizations of all segments.
Likewise, technological advances have been instrumental in simplifying the shopping experience and serving customers, making digital platforms (and businesses) more relevant and effective from the point of view of customers. The evolution is therefore allowing companies to be able to understand how to improve their services, optimizing the value of their offers in a personalized way.
It is this capacity that makes digital platforms stand out in the current scenario, as one of the great examples of corporate action in the global economy. They enable the practical creation of business on a large scale, in a movement that, among other issues, has allowed the rapid growth of e-commerce worldwide, expanding the potential and profitability of brands.
Another benefit of these tools is to generate cost reduction and better use of the teams' time, as they enable a more effective management of all stages of operation and the strategic analysis of information for a more agile and assertive decision making.
It is worth noting that digital platforms are not just allies for sales and virtual stores. Although these tools are essential to boost business related to e-commerce, the truth is that they can also be very important to add value to the overall experience of brands, connecting different audiences and teams. It is possible, among other examples, to create platforms that optimize the provision of services and the internal management of the teams, developing an integrated and highly connected environment among all the audiences and teams of an operation.
Whatever the focus of the platform, the fact is that the success of such an application depends on the ability to attract, retain and satisfy customers and suppliers in an appropriate manner. In an age totally dependent on technology, this means that it is essential that companies focus their efforts on selecting and contracting IT resources that guarantee high availability, efficiency and practicality. In addition, it is desirable that the platforms are customizable, so that companies can adapt features to their business needs. It is also essential to seek safe and stable options, which do not disturb the user experience and do not jeopardize the integrity of consumer data.
Organizations need to have partners prepared to support this important step in their journey of digital transformation, seeking suppliers who have the capacity to understand their business objectives and needs, acting from the design of the project and following all its development, with the offer of consultancy, monitoring and constant analysis of the results obtained. Considering the current market dynamics, it is indicated that companies have partners that adopt a modern model of organization, with distributed squads and the ability to maintain a continuous flow of deliveries to generate real value to operations.
Customers, at any time in history, will always seek products and services from companies that offer the best consumer journey, and all organizations can take advantage of technology to deliver convenience, practicality and unforgettable experiences to their audiences. But to do so, leaders need to make the right decisions, wisely selecting which innovations can add real value to their operations. Only then will they be able to take advantage of the full potential of digital platforms and the new opportunities they bring to the business world.
* Romulo Cioffi, Vice President of Operations at Squadra Tecnologia
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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