Digital Transformation: technology driving brand-consumer relationships

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digital transfomation

We are in the era of Digital Transformation, a time in which technology drives behavior change of companies, both internally and externally. In this context, the relationship between brands and users gains a new dimension. But how would one stand out in this new reality and generate more business?

Hyperconnected Customers demand products and services that are more focused on their needs, since their habits are now different: they are not booking hotels, moving, researching and consuming as they used to. 

Everything is much faster and the volume of information increases. In order to keep up with this new era, companies from different niches are starting to see further ahead to create business opportunities: technology is now used to facilitate the brand-user connection and ensure more assertive results.

The role of companies in the new consumption generation

Today’s consumers are able to access information digitally and multi-tab on large devices simultaneously. This makes the purchasing power more immediate and companies are turning digital  to keep up with the new consumer. But what is the role of companies in this context?

Organizations need to make use of technologies that provide more agility and accessibility to the user, generating an experience that meets their needs while allowing them to create new preferences, which are aligned with the organizational culture of their business.

Opportunities lead to new businesses

Understanding the new consumers and their desires allows us to take advantage of new market niches to develop products and services that focus more on the user. Some companies are able to see incipient opportunities and develop new business fronts. This is the case of Netflix, Ifood, Airbnb, Uber, among others.

New technologies no longer mean comfort or modernity. In the Age of Digital Transformation, innovation revolutionizes everything, from communication with the user to the demand for new products and services and their relationship with the new markets. The American company Uber is an example of a change in mindset regarding urban mobility: the company was one of the first to use the e-hailing* concept to attract its customers at a much lower cost.

* e-hailing – The act of requesting transportation through electronic devices, usually cell phones or smartphones.

E-hailing offers some advantages over traditional forms of urban locomotion:

  • Easy to pay – stores credit card information in the application, no requiring wireless reader machines; but also offers cash payment option, expanding the market share;
  • Speed –  the application uses GPS in real time, reducing the user’s waiting time since it selects the nearest car;
  • Cost – the user rentes the car from an owner, which reduces the cost of the operation for Uber since maintenance and fuel costs, and even the cost of the vehicle, are the driver’s responsibility. As for the end user, the cost is reduced when compared to taxis;
  • Safety – the application allows users to provide evaluations of the drivers, without bias from the company. This enables more control of professionals who register to provide the service, and they can be punished in cases of abuse.


Cutting-edge technologies optimize performance

Previously seen in science fiction movies and cartoons, the new gadgets offer solutions that were unimaginable just a few years ago, such as wearable devices. Nanotechnology allows the integration of new devices, ensuring agility, accuracy and better use of data.


The Impact of the Digital Transformation

Some industries already advancing in the use of these technologies to improve performance, increase reach and ensure better results:

Health – Health units rely on virtual service  for cases where there is no specialist available, and less invasive exams can be done remotely;

Insurance Insurance companies use telemetry to monitor the action of users within vehicles. The movements are recorded and compiled, identifying patterns of behavior and tracing the driver’s profile. The information serves to verify performance, rewarding the best drivers, in addition to preventing accidents;

Quality of Life -  Devices monitor heart rate, blood pressure, number of steps and speed, improving the performance of professional or amateur athletes. These devices can also avoid health issues and prevent diseases;

Home automation - Smart TVs, devices that integrate different objects, capable of remotely controlling air conditioning, refrigerators, sound equipment and ambient lighting and even showers and bathtubs;

Transport - Safer cars that release less polluting gases and with a steering and telephony system to inform on traffic conditions, possible accidents and deviations;

Learning - Online classes that are more appealing and with modern resources that globalize the information in real time;

Clothing & Footwear – Adaptive clothing with sun protection and compression technology to reduce fatigue, shoes and sneakers to increase fitness, etc.;

Agribusiness - Big Data, Cloud Computing, Telemetry, Precision Agriculture and Forestry, Sensor Integration, Mobility and High Data Availability are already used in food production to meet the population growth curve of the coming years.


New Technologies to Add Value

A few years ago, a successful business was one that had an unmovable value proposition, with some differentiation in the products, and the market focused on execution. In the digital age, you need to create synergy with the customer, invest in research on interest, and change processes, as they become common sense. These changes are not just about inserting technology in business, but creating a new organizational culture that sows and promotes innovation.
Do you want to learn how digital solutions can be strategic for business management? Access our eBook: What is Digital Transformation?
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