Quando falamos de tecnologia, principalmente para empresas que querem usá-la para alavancar seus negócios, é também preciso citar os impactos da transformação digital.

Inclusive, essa constante transformação é uma realidade não só no Brasil, mas no mundo todo, já que cada vez mais pessoas estão conectadas no digital e utilizando as ferramentas online ao seu favor, assim como a tecnologia em si.

Desde redes sociais, como compras online, até mesmo trabalho, o uso da internet e suas ferramentas se tornou algo comum e uma necessidade que ainda está em crescimento.

Só no Brasil, 82,7% da população total tem acesso à internet e a utiliza para as mais variadas atividades, como lazer, comunicação, compras e trabalho.

Esse aumento se deu principalmente por conta da pandemia, que fez com que o home office se tornasse uma opção.

Além de saber dessa alta quantidade de brasileiros adepta ao digital, também é importante citar que a transformação digital traz impactos até mesmo no consumo e hábitos de compra. 

Um exemplo disso é o crescimento constante do e-commerce que apenas no primeiro trimestre de 2021 cresceu 57,4% em relação ao mesmo período em 2020.

Estar presente na internet e modernizar a sua operação é cada dia mais necessário, independentemente de porte e segmento. Continue a leitura e entenda quais são os impactos da transformação digital para as MPEs.

O que é transformação digital? 

Antes de compreender quais são os impactos da transformação digital é preciso entender sobre o que se trata esse compilado de mudanças que estão acontecendo em todos os instantes.

A transformação digital pode ser definida como o ato das organizações procurarem soluções relacionadas à tecnologia para resolver questões da sua rotina, seja ela operacional ou não.

Assim, as empresas passam a enxergar a tecnologia como ponto-chave do sucesso e como formas assertivas de gerar melhorias na organização.

É importante salientar que se adequar à transformação não é apenas contratar uma equipe de TI para instalar softwares de automação, pelo contrário.

O passo mais importante dessa nova onda é ter um olhar direcionado a oportunidades que o digital pode trazer.

Exemplos disso são empresas que automatizam o marketing e a logística, bem como adotam estratégias omnichannel e usam o e-commerce a seu favor. 

Quais são os pilares dessa transformação?

Agora que você sabe o que é transformação digital, aproveite para conhecer os pilares que a tornam possível:

Transformação da experiência do cliente

Os impactos da transformação digital estão inteiramente ligados a todos os pontos de contato entre empresa, usuários e clientes, de forma a estarem presente em toda a jornada de compra.

Ao utilizar a tecnologia ao seu favor, comunicar, vender, tratar problemas e tirar simples dúvidas se torna muito mais fácil e com maior qualidade para o usuário.

Além disso, ter um atendimento online e integrado permite ainda a diminuição no tempo de espera e apresentação de soluções rápidas.

Quer um exemplo prático? Se você é cringe (a gente é 😂), pense em banco nos anos 1990 e pense em banco em 2020.

Existem inúmeras opções que sequer contam com agências físicas.

Principalmente na era em que estamos inseridos, onde os consumidores tendem a ser mais críticos, pesquisar mais na internet sobre as empresas e sua reputação, trabalhar para oferecer uma melhor experiência se tornou uma grande necessidade.

Transformação dos processos operacionais

Além de ser muito importante pensar no conforto dos clientes e demais pessoas que possuem contato de fora com a organização, os impactos da transformação digital também envolvem os colaboradores que atuam diretamente com a empresa.

Isso porque utilizando ferramentas e softwares, o cotidiano de trabalho se torna mais fácil, linear e rápido, diminuindo a necessidade de perder tempo com questões burocráticas e repetitivas, além de diminuir erros e gargalos na produção.

Um dos setores operacionais que apresenta uma grande melhoria nesse sentido é o de logística quando falamos em varejo, que também está ligado ao consumidor e pode fidelizá-lo.

As empresas que querem prover uma boa experiência através da transformação digital permitem que você possa rastrear a entrega, entrar em contato se preciso e ter uma previsão de quando receberá seus produtos do conforto da sua casa, a qualquer momento e sem precisar falar com atendentes.

Transformação dos modelos de negócio

O mundo online é tão abrangente que pode permitir que a empresa adote novos modelos de negócio, como franquias, marketplace, serviços de assinatura, oferta de produtos e serviços digitais, e muito mais.

Os impactos da transformação digital são maiores que muitos gestores podem imaginar, de forma que é preciso estar antenado com o tema e aproveitar as oportunidades.

Vamos de novo para um exemplo?

A Blockbuster foi substituída pela Netflix.

A Kodak foi substituída pelas fotos digitais.

O Yahoo! pelo Google.

A Nokia pelos gigantes da telefonia.

E por aí vai.

Quais são os impactos da transformação digital?

De acordo com os pilares citados anteriormente, pode-se perceber que os impactos da transformação digital não são pontuais, mas, sim, fazem parte (ou devem fazer) de todo sistema da organização.

Migrar sua empresa para o online é muito mais do que apenas automatizar processos, é INOVAR!

A tecnologia pode contribuir para a comunicação, geração de valor, fluxos e processos de trabalho e, até mesmo, pode influenciar nas técnicas de marketing e vendas.

Ao falar sobre isso, é interessante lembrar que novas tecnologias também apresentam desafios, como, por exemplo, entender a presença da geração Z no mercado e se comunicar de forma efetiva com ela.

Além disso, podemos citar ainda outros desafios como a necessidade de se obter uma equipe qualificada para poder reformular os processos da empresa de maneira adequada e a capacidade do líder da empresa em gerenciar todas essas mudanças.

3 tendências para estar atento

Veja a seguir três tendências de transformação digital que sua empresa precisa se atentar mais para conseguir bons resultados.

Automação de marketing

Ao falar nos impactos da transformação digital, dificilmente não se associa ao marketing digital

Exemplos de automação nesse setor estão nos envios de fluxos de e-mail em determinados casos, como abandono de carrinho de compras, e assinatura de newsletter.

Também podemos citar ferramentas de mensuração de dados, segmentação de público e de análise de ações, como é o caso das mídias pagas.

Business Intelligence

BI, como também é chamada, a inteligência de negócios está direcionada à coleta, armazenamento, tratamento e análise de dados que, por sua vez, apresentam ótimos insights e ajudam a tomar decisões mais assertivas e com menos riscos.

Cada dia mais comum, a tomada de decisões a partir de dados permite que organizações de todo o mundo possam atingir resultados mais facilmente e diminuindo em grande porcentagem a chance de erros, o que é o desejo de praticamente todos os empresários.

Além disso, ter dados em mãos permite conhecer melhor o mercado em que estão inseridos, seus clientes e a percepção do público perante seus produtos e soluções.

Internet das coisas

A IoT, nada mais é que a conexão de objetos até então offline com a internet, de forma a criar uma grande rede de dados e conectividade a internet.

Podemos citar como exemplo as smart TVs, que são muito mais que uma televisão, tanto pelo sistema operacional que acompanham, como a possibilidade de baixar aplicativos e utilizar a internet.

Hoje existem até geladeiras que fazem pedidos automáticos ao perceber a baixa de estoque de algum item.

Trabalhar com essa conectividade e estar atento à mudança é essencial! 

Interessante como os impactos da transformação digital são grandes e sistematizados, não é mesmo?!
Aproveite para continuar em nosso blog e leia sobre 5 dicas para otimizar campanhas de e-mail marketing.

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