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Why is digitalization a must for your organisation

Written by

Koen Goedseels

Read the news article or just listen to it!

The Internet is evolving at lightning speed and digital communication has recently gained momentum. With new challenges and new opportunities. Meanwhile, websites and web platforms are more than just digital business cards. They are crucial to your image and sales organization and more and more companies are developing their own B2B portals to better serve their customers. These B2B portals can be compared to B2B web shops and give you and your customers more insight and overview into the ordering process. Digitalizing is all about a unified customer experience, online and offline.

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#DigitalEra

"Embrace technology and digitalize your business. Otherwise, start-ups will take over your business." That was the message of John Chambers, departing CEO of networking specialist Cisco. Digitalizing your business is not something you solve just by investing in a responsive website or a mobile app, because it goes to the heart of your business and how your organization works.


It is very important that you think carefully beforehand about what the problem is and how you can solve it. But what exactly makes a 'digital' business interesting?


Digitalization ensures that you have everything in your hands to ensure an optimal customer experience. Today and tomorrow.

What term you want to put on that transformation is actually not important. It's about the mindset that your entire company must be imbued with and targeted adjustments to your operations.

 

1. Information becomes more accessible


In the first place you will notice that your information is much faster and easier to access. Research is much easier, exchanging large amounts of information goes a lot faster and it is very simple to make back-ups of your work. No more starting over or duplicating work because you have lost documents or other data.


Moreover, a project for digitalization often starts from the marketing department of an organization. This is one of the fastest evolving branches in terms of transformation.

A website that once began as an online business card is now often the core of an entire marketing ecosystem.


A concrete example: trade fairs. The corona crisis meant that they disappeared, a perfect time to reconsider that often hefty budget. At a trade fair, you invest several tens of thousands of euros (or more) in order to come into contact with, at most, a few thousand potentially interested customers in just a few days, at one particular location. You can barely jot down a few hundred contact details, and a few dozen meters away they are addressed by the competition.

You can also invest that amount of money to get in touch with a multiple of those potentially interested people, spread out over an entire year and in the global regions that matter to your business. You can feed each of those contacts with useful information and constructively build a relationship with them thanks to remarketing.

Trade fairs have not necessarily lost their usefulness, but it is about choosing between a one-shot and an always-on strategy. Investing in a solid online presence with extensive product information, an extreme user experience and state-of-the-art marketing technology setup will never be a bad choice.


2. Get in touch with Generation Y


Generation Y stands for anyone born between 1982 and 2001. A typical characteristic of this generation is that they are active on the Internet early on, both on desktop and mobile. A logical consequence is that they communicate much more 'digitally'. If your target group belongs to Generation Y, then it is important that you focus on the digital channels they use. Thanks to the technological progress of recent years, they also feel more comfortable being addressed online.

The standards of this generation are also much higher with this target group.

They no longer accept that the website of a public transport company is momentarily unavailable or that the app gives a wrong planning of train, streetcar or bus. They no longer accept that companies and stores do not have their offerings online, and also want to see the stock status immediately. They no longer accept that they cannot follow their online order with track&trace to the doorstep.

But also in B2B, digital zero tolerance has become a major challenge. B2B customers are

B2C users in the evening and extend their expectations into their professional lives. They want online self-service portals to place (re)orders and download invoices, and they expect access to a database where they can find technical sheets, 3D drawings and commercial imagery when they need it.

Whether B2B or B2C, customers want to be able to move through their customer journey smoothly without obstacles. Digitalization helps make that possible in a manageable way.


 

3. Analysis, interpretation and automatisation


Another advantage is that you can analyze processes and results much faster. Not only faster, but also more specific, because with today's digital technology it is possible to perform very specific analyses... and in a shorter timespan at that!

Specific analyses lead to better and more concise interpretations and conclusions, which will only benefit your research. Consequently, your company will be able to learn much more from this, allowing you to react more quickly and evolve in our ever-changing society.


As a customer, you will also immediately feel these advantages. The obvious digital examples are again numerous.

  • The self-service environment of your energy supplier, where you can not only download your invoices, but also pay your monthly advance yourself.
  • The online checking of the available stock of a certain product in different branches of a store.
  • Detailed tracking of your online order, including live tracking of the parcel service until the package is at your doorstep.
  • The presence of a live chat or online customer support who can really help you further.


B2B Platforms and digital order intake as a solution?


We already mentioned it here and are strong believers in digitalizing an order process ourselves. The possibilities for creating a platform that your customers experience as a pleasant, recognizable webshop are countless.

Many B2B companies strive for a 100% digital order intake. Not by

offering all sorts of incentives and discounts for those who order online, but by making the

platform so simple and user-friendly that customers no longer want to order in another way. To achieve this goal, as mentioned earlier, the experience plays a decisive role.


All in all, striving for a 100% digital order intake has nothing but benefits:

  • Customer services and salespeople are relieved of repetitive tasks and can free up time for truly valuable customer relations and assistance;
  • Efficiency gains in several areas, and thus more profit in the end;
  • Self-service gives the customer more freedom;
  • Fewer incorrect orders (incorrect manual entry by employees);
  • Speed gain (turnaround time of orders, processing of administration ...);
  • Automation of the production and logistics process;
  • ...


4. Dare to innovate.


An organization must continually make the balancing act between being as entrepreneurial and as managerial as possible. For example, there are companies that want to bring new concepts and products to the market, but this is preceded by an intensive process of validation, interpretation and possibly pivoting to gain traction. For that matter, is there a product and market available? Many companies, on the other hand, find themselves in the managerial story where managing and controlling processes is central. Here, therefore, too little attention is paid to innovation, new product development or new business models. Or they do think about it, but do not develop these ideas sufficiently.

Dare therefore to invest as an independent and to call in the help of specialized companies. Especially in the field of development, this can be a great added value. Through this collaboration, a prototype, MVP or proof of concept will be created. This can then be validated on the market and adjusted where necessary.


Collaborate with the right partners

Are you convinced that your own business could use a digital transformation, but don't know how to start? No problem, find the right partners who do have this knowledge and stay up-to-date!


At Lemon, we like to turn all our clients into partners, supporting them in their digital journey. It goes beyond simply receiving an order and executing it to the best of our ability. We sit down together and discuss how to move forward. This is where we throw all our multidisciplinary knowledge at it. Are you interested in a free, no-obligation exploratory meeting, where we can look at what's right and what could be improved? Don't hesitate and contact sales@lemon.be!


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