How Digital Transformation Impacts Global Business

welocalize October 21, 2019

The effect of digital transformation has crept into every area of the consumer experience. Successfully executed, it can give much-needed competitive advantage to meet the high expectations of online consumers all over the world. 

From AIto GDPRglobal brands are scrambling to keep up with the opportunities and implications that arise from a world fueled by more digital, more data, and more risks. 

What does digital transformation mean for the customer experience? 

Digital transformation refers to the digitization of nearly every aspect of the customer experience, including marketing, content management, service delivery, processes, workflow, team collaboration, and customer engagement. 

Consumers have come to expect speed and instant gratification from the ever-present digital tools in their daily lives. It is important to take note of the many digital tools now available to deliver an always-on, always-connected experience to both customers and employees. Although the human side of any industry remains a crucial component, digital transformation can effectively improve the experience and delivery of a product or service in practical and innovative ways.  

How do global brands benefit from digital transformation? 

 

Savvy global businesses can incorporate digital solutions that will meet their most pressing needs and help global business objectives. Enhanced data management and client contact have captured the most attention in digital transformation initiatives. Click To Tweet

 

For example, customers are now accustomed to performing most transactions via their smartphones and expect the same level of accessibility from most brands. To address that demand, many companies are adding chatbots to their websites to help users access informationChatbots employ AI through machine learning to retrieve information from knowledge bases and help improve future experiences.  

Today’s cloud-based enterprise resource planning (ERP) platform can also provide value to harness the power of digital centralizationincreasing information transparency and decreasing administrative costs. An ERP system centralizes key business processes into one system, including the initial customer engagement, accountingproject management, and supply chain operations.  

What are key considerations on a digital transformation journey? 

  • Be prepared to manage different expectations for measuring ROI.Although traditional digital initiatives are aimed at improving customer experience, saving money, and increasing productivity, the benefits of digital transformation can be more difficult to measure with traditional metrics. For example, deploying an app that allows consumers to instantly connect with your brand will increase transparency and responsiveness – but might not necessarily deliver an easily quantifiable ROI.  
  • Address anxiety over new technology by understanding what business challenges are being solved.  Although those suspicious of technology developments might fear that machine learning would replace the need for humans, in most cases this technology only frees up time spent on some of the more labor-intensive and time-consuming tasks. In the localization industry, translators won’t be replaced with language automation, but their skills may expand and diversify into areas such as post-editing MT. 

Brands that leverage digital tools can successfully distinguish themselves from the increasingly competitive landscape. When used as a complement to the human factor, digital innovations can enhance productivity, cut workflow friction, and allow businesses to deliver more personal experiences to their customers. 

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