Successfully implement in your SME the four trends defining digital transformation in 2021.
The current crisis has brought business as usual to a complete halt and, at the same time, new ways of relating to each other. All this poses an ocean of opportunities for those businesses that want to face it.
This new reality demands new actions that will mark the digital transformation trends of 2021.
The first of all is that companies must be digital. Whether by transforming their processes, opening new sales channels, or reinventing their business models. Today more than ever, they have to be digital, because it is and will be, the new way to relate with the audience. Moreover, these changes must be agile. In other words, companies will have to change the way they do things and be much more flexible.
Finally, everything has to be done as quickly as possible because the industry will not wait, and neither will the customer.
The crisis has caused companies to conduct a massive experiment on how to become more agile, flexible and fast.
When we talk about large companies all these changes seem easy. They have greater capacity, a considerable number of resources, both technical and human, and therefore implementing these changes may not pose too many problems. However, the number of large companies in the national business fabric is infinitely lower, than that of small and medium-sized companies.
Therefore, the reality is that small and medium-sized companies have a great weight in the Spanish economy, and according to iPyme companies with less than 50 workers, micro-SMEs and self-employed, account for 99% of the total number of companies, and 49.24% of employment. That is why in this post, we will talk about the practical and realistic trends that McKinsey Digital includes in its article How six companies are using technology and data to transform themselves, so that SMEs can begin their transformation:
- Reinvention. We live in a wave of constant innovation that forces businesses to implement technology solutions to enable change. These are fundamental to ensure the survival of businesses, but for a small or medium-sized company it can be a challenge. Therefore, even though technology is fundamental to change, SMEs need to start thinking about where they want to go. Looking for new ways to engage with their customers will allow them to be more prepared for when the time comes to adapt these new technologies.
- Digital speed. Another trend is speed in managing activities, from reviewing strategies to allocating resources. To this end, many companies are beginning to adapt new work models using agile methodologies and tools that help to manage and make processes more efficient. For example, techniques such as SCRUM or tools like Trello or Slack.
- Data-driven decisions. It is nothing new that data is the new fuel for companies to drive more efficient and faster decisions. It is extremely important to have control of the data generated by the company, to be able to analyse it and draw valuable conclusions that help the business to meet its objectives. On this point, the difficulty faced by the SME must be considered. If it is difficult to collect data, it will be necessary to work on lead generation campaigns, so the key will be to have a consistent digital marketing strategy that meets the business objectives. If, on the other hand, what is complicated is data management, it will be necessary to have a CRM tool that facilitates the use of data.
- Customer at the centre. Customer needs must be the number one priority within the company. The idea is to focus on the needs, interests, concerns or consumption habits in order to give them what they always need. It is essential to analyse and understand the target audience, and for this purpose a target persona can be used to determine what their current situation is, and how the company can satisfy their most immediate needs.
Perhaps the vision of these trends is a little less technological, but sometimes, digital transformation does not have to go through the implementation of complex technological solutions, but it is often a matter of changing the mentality of the business.