After two uninterrupted quarters of increase, companies’ investments in digital transformation suffered a reduction in the last three months of 2022. According to a survey recently released by the Brazilian Association for Industrial Development (ABDI) in partnership with the Getulio Vargas Foundation (FGV), the indicator of investments in digitization decreased by 5.5 points, from 125.4 to 119.9 in this period.
The fourth Survey on Digital Transformation in Companies, as the survey is called, also showed the same scenario for the indicator that evaluates the investment forecast for the first quarter of 2023. This indicator retracted 3.7 points, changing from 124.8 to 121.1 points. According to ABDI, the Digital Transformation Index (ITD) oscillates between a minimum of zero points and a maximum of 200 points, where a level of 100 points is considered neutral. Values below 100 mean deceleration, while values above 100 indicate acceleration.
The digital transformation of companies is considered a competitive advantage and a differentiating factor in the market, especially in a scenario where many consumers, due to the restrictions imposed in the most critical period of the Covid-19 pandemic, started to buy products through tools technologies. Whoever fails to meet this new profile may lose market share.
With 12 years of experience in the Business and Technology area, specialist in Corporate Strategy and Digital Transformation Guilherme Ferreira de São José, warns that consumers have been demanding different forms of interaction with companies, demanding more agility, simplicity, autonomy and personalization of your consumption journey.
“The Covid-19 pandemic and social isolation measures have drastically contributed to the acceleration of these new forms of contact with the consumer. The emergence of new artificial intelligence and relationship solutions allowed large multinational companies and small businesses to revolutionize the way they interact with their customers”, he comments.
He explains that one of the main advantages of investing in technology and in the digital transformation of the business is accessing data that can help businessmen or entrepreneurs to make better decisions aimed at improving their processes and increasing revenue.
“It is possible to automatically identify, for example, through social media, customer comments regarding the products, and act directly to keep the customer satisfied or solve potential problems. The availability of data combined with the automation of real-time analysis and efficient processes allow the launching of products in a much faster way, contributing to the definition of a strategy go-to-market more efficient and faster”, reinforces.
Some points differentiate successful companies in the process of creating new digital business models, points out an expert
When defining investments in technology, companies need to avoid three mistakes that, in the experience of the specialist in Corporate Strategy and Digital Transformation Guilherme de São José, can hinder the creation of new digital business models.
The first is not having a clear strategy for the new business model. “Understanding what consumers’ preferences are, what are the needs not met by the market and analyzing in detail the critical success factors and potential risks are essential”, he informs.
The second mistake is not investing in skilled labor to develop and maintain new technological solutions in operation, as customer growth can be exponential. Finally, the professional explains that the third mistake is the absence of a detailed operational plan for launching new technologies, without proper preparation of internal teams to execute internal processes properly and, as a result, end up losing customers.
“Despite the undeniable benefits for companies and customers, the adoption of new technologies can only be maximized through a clear business strategy and deep understanding of the customer. A new digital business starts from the marriage between a well-thought-out business strategy, an efficient technology architecture and an accelerated implementation model”, concludes the specialist.
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