THE KEY TO DIGITAL TRANSFORMATION? PEOPLE

The digital transformation of companies is driven by a change in consumer habits. Just as the appearance of the car transformed the way consumers shopped in the last century, facilitating the emergence of large supermarkets on the outskirts of cities. Once again, the irruption of new technology has changed our habits, facilitating new business opportunities.

BUT WHAT ARE THOSE CHANGES THAT IT HAS CAUSED?

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One of the main changes is that proximity to consumers is no longer measured in meters or kilometers, now any consumer can choose from hundreds of competitors just a click away, which significantly reduces the competitive advantage of investing in the expansion of our distribution channel.

Today companies still need to be close to their customers, but that closeness is more subtle, more emotional and more empathetic. Companies need more than ever to listen, understand and solve their customers’ needs better than their competitors because the barriers to entry and the barriers to change that the channel posed have been drastically reduced, and it is the customer experience that brings us differentiation.

Listening to, understanding and solving customer needs requires a superlative change in the company’s culture, processes, governance or P&L structure. That is why digital transformation is much more than the development and implementation of technology, and when companies relegate it to this they do not get the expected results.

Once we have understood the nature of the change we can now focus on the possibilities that technology offers us, and in this article we want to focus on two:

• Development of memorable and personalized customer experiences, or

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• New communication channels supercharged by the engagement of your employees

.

Why the future of marketing and communication lies in personalizing the experience

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If you were watching a Netflix series yesterday you probably woke up today to an email in your inbox offering you the best suggestions for you, just as Amazon will have told you that, based on your recent activity, it thought some products might interest you.

Personalization of the user experience is here to stay. According to Gartner, organizations that focus their personalized messages on helping their various stakeholders can expect a 16% greater impact on business results than those that don’t, and that’s thanks to companies’ ability to understand the synergy between communication, marketing, data and technology.

We are at a unique moment, where we must work on strategies to place the customer and the employee at the center of what we do to continue advancing in the Deep Digital Journey, a path of evolution towards digital transformation in which many organizations are immersed.

Advances in IoT, virtual reality and metaverses, the arrival of 5G, autonomous vehicles, telemedicine or Smart Cities are examples of the evolution towards personalization that we are experiencing as a society. We users are increasingly demanding, and organizations must adapt to the needs of their customers.

Humanize the brand to connect

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Although companies claim to be oriented to their consumers, they are still mostly focused on themselves, their products and services. And people don’t really care about what we say as a brand, but what the brand does for them or with them, and what it does for society.

3 out of 4 Spaniards expect brands to be actively involved in solving social and environmental problems, beyond their products and services. And they look to them for leadership and certainty, according to Havas’ Meaningful Brands study.

However, we see that brands talk much more about themselves (42%), than through their constituents, be it their leaders (17%), internal talent (13%) or stakeholders (28%), as shown by the LLYC-powered study on the level of digital transformation of companies (Deep Digital Journey).

Humanizing the brand in the digital environment, through its employees and representatives, allows it to differentiate itself from its competition, provide value and personal opinion (of the brand, the product and what surrounds them) and connect with its audience, thus generating “a relationship” of greater trust and credibility.

If we take into account that each person in our team knows an average of a hundred people. And that each one is in turn related to another hundred, any individual can pass on information to 10,000 more people, just by sharing the content. This number can grow exponentially the more links we make in the chain (six-degree theory).

Thus, encouraging “employee advocacy”, through an increasingly horizontal communication, from people to people, through all channels and assets: CEO, employees, stakeholders will create a digital identity that will make your brand increase its influence exponentially and increase its profits.

In summary, to achieve success in digital transformation we need to change the corporate culture, strengthening our listening and analysis capabilities in order to find personalized solutions of value for our customers, but this will not be enough if we only focus on products and services and forget the important role played by our employees who bring humanity, credibility and an unparalleled ability to amplify our messages.The digital transformation of companies has been driven by a change in consumer habits. In the same way that the arrival of the car changed consumer buying habits in the last century, facilitating the building of large complexes in city suburbs, digitization has changed what consumers purchase. Once again, the emergence of a new technology has changed our habits, facilitating new business opportunities.

But what are the main changes this has caused?

.
One of the main changes is that consumer proximity is no longer measured in meters or kilometers; now, any consumer can choose between hundreds of competitors at just the click of a button. This significantly reduces the competitive edge that investing in the expansion of our distribution channels had previously.

Companies continue to need to be close to their customers, but this proximity is more subtle, more emotional, and more empathetic. Companies need to listen to, understand, and resolve their clients’ needs better than their competitors. Because barriers to entry and difficulty changing have been drastically reduced, it is now the customer experience that provides differentiation between companies.

Listening, understanding, and resolving client needs requires a drastic change in the culture. Transformation is much more than the development and implementation of technology and when companies maintain this myopic focus they do not obtain the results they expect.

Once the nature of the change is understood, we can focus on the possibilities that technology offers us. We want to focus on two of these in this article:

• The development of memorable and personalized customer experiences, or
• New communication channels supercharged by the engagement of your employees.

Why does the future of marketing and communication lie in the personalization of the experience?

If you were watching a Netflix series yesterday, you probably woke up today with an email in your inbox offering the best suggestions for you. In the same way, Amazon will have notified you that it has other products that may interest you based on your recent activity.

The personalization of the user experience is here to stay. According to Gartner, those companies that focus their personalized messages on serving their different stakeholders can expect 16% more impact on their commercial results than those that do not. This is thanks to the ability of companies to appreciate the synergy between communication, marketing, data, and technology.

We are living in unique times where we must work on strategies to place clients and employees at the heart of the changes we make in our Deep Digital Journey – a path that leads to the digital transformation that many companies are immersed in.

Developments in the IoT, virtual reality, metaverses, the arrival of 5G, self-driving cars, telemedicine, and Smart Cities are some examples of the evolution toward personalization that we are experiencing as a society. Users are increasingly more demanding, and companies must adapt to their clients’ needs.

Humanize the brand to connect

.
Although companies say they are geared toward their consumers, most of them are still focused on themselves, their products, and their services. Consumers aren’t invested in what we say as a brand, instead focusing on what the brand does to benefit the user and society.

Three quarters of Spaniards expect brands to be actively involved in resolving social and environmental problems, aside from their focus on their products and services. They look to certain brands for leadership and certainty, according to the study titled Meaningful Brands by Havas.

However, we see that brands speak a lot more about themselves (42%) than through their members, whether we’re looking at their leaders (17%,) internal talent (13%,) or their stakeholders (28%.) This can be seen in the study Deep Digital Journey, published by LLYC examining the level of digital transformation of companies.

Humanizing the brand in the digital environment through its employees and representatives helps differentiate it from its competitors, contribute value, and shapes personal opinion (of the brand, the product, and what surrounds them.) This connects the brand with its audience, forging “a relationship” with a greater sense of trust and credibility.

If we estimate that each person on our team knows 100 people on average, and that each of them, in turn, knows another 100 people, any individual can pass on information to some 10,000 people simply by sharing content. This number that grows exponentially the more links we add to the chain.

Accordingly, fostering employee advocacy through increasingly more horizontal communication, from one person to another, from CEOs, to employees and stakeholders will create a strong digital identity. This will help your brand increase its influence exponentially and thereby increase your profits.

In summary, to achieve a successful digital transformation we need to change the corporate culture, strengthen our ability to listen, and analyze with the aim of finding personalized solutions for our clients. However, this will not be enough if we only focus on products and services and forget the important role our employees play in contributing humanity, credibility, and an unrivalled capacity to amplify our messages.
The digital transformation of companies is driven by a change in consumer habits. Just as the appearance of the trolley transformed the way consumers shopped in the last century, facilitating the emergence of large stores on the outskirts of cities. Once again, the appearance of a new technology changed our habits, facilitating new business opportunities.

But what are the main changes that it provoked?

?
One of the main changes is that proximity to consumers is no longer measured in meters or kilometers, now any consumer can choose from hundreds of competitors just a click away, which significantly reduces the competitive advantage of investing in the expansion of our distribution channel.

Hoje, companies still need to be close to their customers, but this proximity is more subtle, more emotional and more empathetic. Companies need, more than ever, to hear, understand and solve the needs of their customers better than their competitors because the barriers to entry and the barriers to change that the channel represented have been drastically reduced, and it is the customer experience that differentiates us.

Opening, understanding and solving customer needs requires a superlative change in the company’s culture, processes, governance and results structure. That is why digital transformation is much more than the development and implementation of technology, and when companies relegate it to that, they do not obtain the expected results.

After understanding the nature of the change, we can now concentrate on the possibilities that technology offers us and, in this article, we want to focus on two of them:

• Development of memorable and personalized customer experiences

.

• New channels of communication, fueled by the engagement of your employees

.

Because the future of marketing and communication lies in the personalization of the experience?

.
If you were watching a Netflix series today, you probably agreed with an email in your email inbox to offer you the best suggestions, just as Amazon will have communicated to you that, based on your recent activity, it thought you might be interested in some products.

Personalization of the user experience is here to stay. According to Gartner, organizations that focus their personalized messages on helping their various stakeholders can expect a 16% greater impact on business results than those that don’t, thanks to the ability of companies to understand the synergy between communication, marketing, data and technology.

We are in a unique moment, in which we have to work on strategies to place the customer and the employee at the center of what we do, in order to continue advancing in the Deep Digital Journey, a path of evolution for digital transformation in which many organizations are immersed.

Advances in IoT, virtual reality and metaverses, the arrival of 5G, autonomous vehicles, telemedicine and Smart Cities are examples of the evolution towards personalization that we are experiencing as a society. Users are increasingly demanding, and organizations must adapt to the needs of their customers.

Humanize the brand to create bonds

.
Although companies claim to be oriented towards their consumers, most of them are still focused on themselves, their products and services. And, really, people do not want to know what we say as a brand, but what the brand does for them or with them, and what it does for society.

Three out of four Spaniards expect brands to be actively involved in solving social and environmental problems, in addition to their products and services. And they look for leadership and certainty in them, according to Havas’ Meaningful Brands study.

However, we see that brands talk much more about themselves (42%) than through their constituents, be it their leaders (17%), internal talent (13%) or stakeholders (28%), as shown by the study on the level of digital transformation of companies (Deep Digital Journey), conducted by LLYC.

The humanization of the brand in the digital environment, through its employees and representatives, allows it to differentiate itself from its competitors, bring value and personal opinion (of the brand, the product and its surroundings) and create a link with its public, thus generating a “relationship” of greater trust and credibility.

If we take into account that each person in our team knows an average of about 100 people. And that each one is in turn related to 100 others, any individual can transmit information to 10,000 other people, just by sharing the content. A number that can grow exponentially with the number of links we make in the chain (six-point theory).

Thus, fostering employee advocacy, through an increasingly horizontal communication, from people to people, through all channels and assets: CEO, employees, stakeholders, will create a digital identity that will make your brand exponentially increase its influence and increase its profits.

In short, in order to succeed in the digital transformation, we need to change the business culture, strengthening our listening and analysis capabilities to find customized solutions of value for our customers, but this will not be enough if we focus only on products and services and forget the important role of our employees who bring humanity, credibility and an unparalleled ability to amplify our messages.The digital transformation of companies is being driven by a change in consumer habits. In the same way that the appearance of the car transformed the way consumers shopped in the past century, facilitating the appearance of large supermarkets on the outskirts of cities. Once again, the irruption of a new technology altered our habits, facilitating new business opportunities.

But what are the main changes it has provoked?

.
One of the main changes is that proximity to consumers is no longer measured in meters or kilometers, now any consumer can choose from hundreds of competitors just one click away, which significantly reduces the competitive advantage of investing in the expansion of our distribution channel.

Hoje companies continue to need to be close to their customers, but this proximity is more subtle, more emotional and more empathetic. Companies need more than ever to listen, understand and solve the needs of their customers better than their competitors because the barriers to entry and the barriers to change posed by the channel have been drastically reduced, and it is the customer’s experience that sets us apart.

Scutting, understanding and solving customer needs requires a superlative change in the culture, processes, governance or structure of the company’s income statement. in culture, processes, governance and structure of the company’s income statement. This is why digital transformation is much more than the development and implementation of technology, and when companies relegate it to this, they do not obtain the expected results.

Once we have understood the nature of the change, we can now focus on the possibilities that technology offers us, and in this article we want to focus on two of them:

• Development of memorable and personalized customer experiences

.

• New communication channels supercharged by the engagement of your employees

.

Why the future of marketing and communication lies in the personalization of the experience?

.
If you were watching a Netflix series today, you probably woke up with an email in your inbox offering the best suggestions for you, just as Amazon may have told you that, based on its recent activity, it thought you might be interested in some products.

Personalization of the user experience is here to stay. According to Gartner, organizations that focus their personalized messages on helping their different stakeholders can expect 16% more impact on business results than those that do not, and this is thanks to the ability of companies to understand the synergy between communication, marketing, data and technology.

We are in a unique moment, where we must work on strategies to place the customer and the employee at the center of what we do to continue advancing in the Deep Digital Journey, a path of evolution in the direction of digital transformation in which many organizations are immersed.

Advances in IoT, virtual reality and metaverses, the arrival of 5G, autonomous vehicles, telemedicine and Smart Cities are examples of the evolution in the direction of personalization that we are experiencing as a society. As users, we are increasingly demanding, and organizations must adapt to the needs of their customers.

Humanize the brand to connect

.
Although companies claim to be oriented to their consumers, they are still mostly focused on themselves, their products and services. And people don’t really care about what we say as a brand, but what the brand does for them or with them, and what it does for society.

Three out of four Spaniards expect brands to be actively engaged in solving social and environmental problems, beyond their products and services. And they look for leadership and certainty in them, according to Havas’ Meaningful Brands study.

However, we see that brands talk much more about themselves (42%) than through their constituents, whether they are their leaders (17%), internal talent (13%) or stakeholders (28%), as shown by the study conducted by LLYC on the level of digital transformation of companies (Deep Digital Journey).

Humanizing the brand in the digital environment, through its employees and representatives, allows it to differentiate itself from its competitors, increase value and personal opinion (of the brand, the product and its surroundings) and connect with its audience, generating “a relationship” of greater trust and credibility.

If we take into account that each person on our team knows an average of 100 people, and that each one is in turn related to another 100, any individual can pass on information to 10,000 people, just by sharing the content. A number that can grow exponentially the more links we make in the chain (Theory of six degrees).

Thus, fostering employee advocacy, through an increasingly horizontal communication, from people to people, through all channels and assets: CEO, employees, stakeholders, will create a digital identity that will make your brand increase its influence exponentially and increase its benefits.

In short, to achieve success in the digital transformation we need to change the corporate culture, strengthening our listening and analysis capabilities in order to find customized solutions of value for our customers, but this will not be enough if we only focus on products and services and forget the important role of our employees who have humanity, credibility and an unparalleled ability to amplify our messages.