Wizeline's VP of International Operations & Data, Matt Pasienski, pens an introduction to the digital transformation series.
For most industries and companies, technology has created a never-ending cycle of disruption and reaction. Business leaders are required to innovate digitally to keep up with the competition or new tech-savvy startups in their industry.Digital transformation is not just the adoption of digital technology into all areas of a business, it is also a cultural change. Click To Tweet
Taxi drivers learned this lesson in a dramatic way from the likes of Uber and Lyft. Customers were given a new tech-enabled option and their entire perception of ‘hailing a cab’ changed almost overnight. Uber created urgency for taxi companies to react, and ultimately, resisting the transition to digital meant that you got left behind.
The importance of urgency
CTOs and CIOs know that reacting to emerging technology is critical, but whether they make meaningful changes is a different question. In a 2017 study of executives by MIT Sloan, 34 percent of respondents from organizations at early stages of digital maturity say that their company spends more time talking about digital initiatives than acting on them.
Aligning internal teams to focus on digital innovation is usually not the hard part, it’s the lack of urgency to get started. In my role at Wizeline, I talk with executives on a regular basis who share similar pain points—they know digital evolution of their product is critical, but they feel unable to tackle it head on or immediately. Larger companies move more slowly, so experimentation with new technology tends to happen in siloes (if at all).
At Wizeline, we believe that a lot of these problems can be solved by bringing in an outside party to handle the “dirty work” of managing disparate teams and projects to plan, prioritize, and execute digital projects.It is imperative that companies maintain trusted, long-term relationships with digital leaders who understand their business. Click To Tweet
We recently worked with an education company called pmNerds to automate customer conversations on their website. PmNerds delivers online education for students of all ages, and as a business, they prioritize 24/7 accessibility and customer support. Wizeline’s chatbot solution was an ideal application to both serve students and empower customer agents to focus on high-value activities. The bot contains dynamic menus and custom workflows, and resulted in a 20 percent increase in web visitor conversion rates, 15 percent increase to particular web pages, and 50 percent reduction in overall customer agent workloads.
This accomplishment demonstrates technology’s power to simultaneously increase customer and employee satisfaction. The project also underscores the importance of partnering with vendors and outside experts. It is imperative that companies maintain trusted, long-term relationships with digital leaders who understand their business. Alliances of this nature empower technology firms to quickly deliver viable products.
A shift in culture
Digital transformation is not just the adoption of digital technology into all areas of a business, it is also a cultural change. For digital transformation to be successful, it requires that companies and leadership teams challenge the norm, get comfortable with experimentation, and commit to long-term results.
A digital transformation should be a team effort, one that examines the people, processes, and technologies of the business in order to yield long-term results.
Wizeline helps companies make the leap to digital. We work with businesses like the New York Post and Digital Arts Network to manage rapid product development and build immersive customer experiences with end-to-end support. Do you have a digital project you need to get off the ground? Contact us or email email@example.com to talk to one of our experts.