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Data transparency for digital transformation

This article was contributed by Yakup Sari, Chief Marketing Officer, Macellan and originally published here.  

Capturing digital transformation data is vital for small businesses. Creating a completely transparent and data-based business culture between departments saves significant time and costs.

Advancing technology means employees are becoming more and more able to make data-based decisions for their customers. Businesses need a transparent flow of the results throughout the business – customer information focusing on customer satisfaction and customer happiness.

Adapt to survive

While institutions that can understand this need correctly will survive, individuals who develop the skills to respond will be the ones helping them to survive. All of the necessary employees must first understand why sharing data is important, before then choosing the most effective data to receive and share.

In terms of business units, the technicalities of software and machines often mean that technology departments taking more control on digital and technology decisions, despite the business departments (and others) needing to be involved. But, data processing and software departments do not monopolize the process of digital transformation.  A cultural shift such as jargon-free common language across communications and processes can help these businesses share crucial information within, and help them survive in a new, complex age of technological advances and customer needs.

The view from the top

Analysed data and forecasting models are crucial not only for departments such as electronic commerce or logistics who can define new processes and create new campaigns, but also for the executive-level decision makers within the company. They can make crucial business decisions based on what they can see is and is not working both commercially and internally. The data reported and discussed should be focused on business improvement of some sort, and the reasons why decisions were made should be clear to all departments. This kind of data transparency provides companies a great opportunity to ensure goals of all their departments of business leaders are, and remain, united and clear.

Brand awareness

Once the phone was a simple voice-to-voice communication tool, but it fast became a tool that governs almost our entire life, and companies and individuals have had to race keep up with the changes that come with this and other devices and methods of communication.

While the customer sees the company’s brand, across digital and offline channels, these channels cannot each make business decisions independently. A common method for communicating customers issues across the business, such as internet data around which page they end their journeys, can help find solutions to help customers take easier and longer journeys across their omnichannel environment.

With digital transformation, companies are on the way to become organisms that operate more effectively. Communicating needs and results effectively can help an organization act positively, not only to reduce costs and improve productivity, but also achieve a great competitive power in the market.

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