What is Digital Transformation?
Digital transformation refers to the integration of digital technologies into an organisation’s products, processes, and strategies. Many organisations embark on digital transformations, as they have the potential to bring about significant improvements in various aspects of a business.
By embracing digital transformation, organisations can remain competitive and provide a modern experience for stakeholders such as customers, employees and business leaders.
Some of the other key benefits of embracing digital transformation, include:
- increase employee productivity;
- increase responsiveness to customer requests
- access to greater insight on key performance indicators of your business and make data-driven decisions
- improved customer service, especially in providing more intuitive and more engaging customer experiences.
How can businesses include a digital transformational strategy as part of their CRM implementation process?
The digital transformation of CRM has emerged as a pivotal advancement in the past decade, and it continues to evolve with the emergence of cutting-edge technologies such as Artificial Intelligence, Machine Learning, and IOT (Internet of Things). These advancements are shaping the trajectory of CRM platforms and technologies, pushing them towards new frontiers.
Here are a couple of examples of how businesses can adapt to these changes through CRM digital transformation:
- Improving the employee experience (EX)
This includes enabling remote work options and providing better collaboration tools, which have become increasing important in the post-pandemic era. By embracing digital transformation, businesses can empower their employees with the necessary tools and technologies to work efficiently and effectively, regardless of their physical location.
Consider TAE Aerospace, one of SOCO’s clients, as an example. This case study illustrates how a company enhanced its workforce using Dynamics 365. TAE Aerospace needed a sales and business development solution that would seamlessly integrate with their productivity suite and manage a fast-growing international presence. One of the requirements was to find a CRM solution that scales up easily to accommodate rapid, international growth.
Leveraging SOCO’s proven 4D (Discover. Design. Deliver. Drive®) methodology approach, the team delivered a centralised CRM system for TAE offices across the globe, consisting of D365 Sales and business development implementation, Power BI intelligent dashboards and staff onboarding and training. Since launch, the solution has been pivotal in ensuring all 11 international offices are logging, tracking, reporting, and communicating on activity in a consistent manner.
“The new dashboards have proved particularly effective, highlighting pipelines, forecasts and actuals, ensuring the leadership team have real time information and can make informed decisions regarding delivery and expansion.” – Mark Pearce Chief Information Officer, TAE Aerospace
- Shifting from fragmented and outdated systems to centralized and cloud-based solutions
Moving away from disconnected spreadsheets and emails towards a centralised Cloud Customer Relationship Management system (CRM) system or adopting a cloud-based Enterprise Resource Planning (ERP) application can streamline operations, improve data accessibility, and enable better decision-making processes.
Our second example highlights a successful transition from outdated methods to cloud-based solutions for an Australian government agency which promotes safe and healthy work environments.
Comcare’s Workplace Rehabilitation Provider (WRP) management previously operated with disconnected systems. They wanted to establish a comprehensive self-service online experience and has chosen SOCO for an integrated solution.
The initial phase introduced a digital front-end which included WRP applications, aiding Comcare’s assessment process. The second phase involved a digital workflow, supporting assessors and delegates in the assessment and processing of received applications. The final phase included an enhancement which enabled information & data gathering through the application process, managed by the WRP. This allowed consultants engaged by the WRP to be managed, provided the ability for consultants to register in other states and territories and submit new insurance and certification documentation when required.
While the recent pandemic accelerated the adoption of digital practices such as hybrid working arrangements, according to the 2023 State of Digital Transformation, ‘majority of companies are still in the early stages of their digital transformation (12-24 months)’.
It does take time to transition to new technologies and for all involved to adapt. It’s certainly made a lot easier when that new technology sits on the one platform. And by including a digital transformational strategy as part of your CRM implementation process, you can position yourself for future success, unlock new opportunities for growth, and better meet the evolving needs of your customers and employees.
In the next article, we’ll review some of Microsoft’s offerings such as Dynamics 365 and the Power Platform and explore how it is a premier option as part of your next digital transformation. Meanwhile, if you wish to find out more about how to revolutionse your CRM strategy with digital concepts and technologies that support your business growth, contact us and speak with one of our CRM consultants today.
