The boundaries between industries are increasingly blurred. In the future, digital enterprises will pay more attention to more fields and develop new growth points to meet the needs of customers. In order to establish a customer-centric experience, enterprises not only need to integrate world-class technologies, but also need to change the original organizational structure and processes, including the management and ordinary employees of enterprises should accept the digital transformation of enterprises and improve business and office efficiency.
1. Digitize internal business to improve office efficiency.
Business complexity is an urgent problem in the whole enterprise value chain. The solution is to build a flexible digital core platform within the enterprise. In this way, core business processes such as finance, supply chain, R&D and manufacturing can be migrated, and business processes can be integrated and analyzed in real time to realize smarter, faster and simpler operation.
2.？ Because new and new, keep up with customer needs.
For example, to predict the growth trend of mobile users, Alibaba's China retail market moved its digital marketing center to the mobile terminal as early as 20 15, and its transaction income reached about 7.987 billion yuan, up 225% year-on-year. The mobile terminal beat the PC terminal for the first time and contributed 5 1% of the total turnover.
This storm, which combines Web, social media, mobile commerce and cloud computing, is causing great changes in the business field, and in the game with enterprises, the customer needs that keep up with the general trend will largely regain the dominant position.
3.？ Integrate and analyze customer data to promote business development.
Almost every enterprise is faced with massive data. However, 98% of the data of traditional enterprises are dark data, scattered in multiple databases. This makes it difficult for enterprises to obtain a complete customer view. Therefore, when the target consumers start to contact those enterprises that really care about customers, understand customers and meet their needs, these enterprises that lack a complete view will not be competitive. Coupled with the arrival of the era of big data, enterprises need to deal with an unprecedented amount of data. The 3V (volume, speed and diversity) characteristics of big data mean that enterprises without big data strategy or even digital transformation will struggle in the competition. Therefore, enterprises need to formulate systematic data strategies to process and analyze data in real-time, efficiently and creatively, so as to quickly respond to changes in competitors and industries.
For example, Adidas shows an example of how to actively and effectively use data to improve customer satisfaction and improve products: in physical stores opened in Europe, 3D scanning and printing technology are used to help customers customize running shoes. After that, we collect data by placing sensor chips in shoes and interact with customers to improve products.
Digital marketing has penetrated into every aspect of our lives.
Generally speaking, digitalization is a chemical reaction of enterprises from the inside out. The following are the common ways and values of digital transformation of enterprises:
Digital marketing transformation: "two micro-ends" make digital marketing spread rapidly in China enterprises, and mobile Internet and big data have become important innovative tools for digital marketing;
Digital operation transformation: taking ERP as the core, including CRM and SCRM? Digital operation platform has become an important foundation for enterprises to improve management process, realize business collaboration and enhance decision transparency.
Digital product transformation: digitalization becomes the new core of products, and remote connection, cloud experience and scene experience bring new product experience value to users;
Digital service transformation: based on the Internet of Things, big data and cloud platform, realize product remote connection, scene awareness, demand prediction, remote diagnosis and active service;
Digital talent transformation: In the digital age, it is necessary to realize the digital connection of processes, assets, equipment and personnel, and it is urgent to speed up the digital connection, collaboration, analysis and decision-making ability of personnel through personnel empowerment.