Change is irreversible especially when it becomes a global trend and is embraced by the majority of companies. Online business interaction and using the Internet for branding, sales and customer service are now accepted as best practices by almost all businesses irrespective of their size and nationality.

 

Embracing innovative digital process for greater operational efficiencies, faster service turnarounds and more appealing information formats are thus in vogue and irreversible. Businesses thus need to adopt and adapt to these digital realities – or be left out. Digitising operations across internal and external customer touch-points to maximise benefits is a necessity as there are no ‘half measures’ in leveraging revolutionary new technologies and process innovations. As the web based process and digital way of ‘thinking’ seeps ‘deeper’ into the corporate way of life, Digital DNA or the Web Way of Life is now a necessity. The Internet is omnipresent: involved in new thought processes (planning by collaborating over the web), existing activities (real-time monitoring) and even analysing historic activities (online auditing). It is not just some IT vendors ‘pushing’ smart digital tools and techniques, but an urgent ‘pull’ from the targeted customers as they expect and demand digital access and servicing means thanks to its unmatched convenience and simplicity.

Digital Reality: Generating Value plus Savings
To effectively leverage a Digital DNA, that significantly improves the responsiveness of an enterprise, and to also be known as a ‘technology savvy company’; companies need to partner with specialist web solution providers. ‘Best-in-class’ service providers excel in specific web solution categories and deliver from a ‘business impact’ relevance rather than delivering the latest in IT technology. Web solution vendors leverage their domain expertise to deliver true benefits of a Digital DNA. They build new process innovations that deliver significant cost savings (time and money) while adding to revenue streams in new (un-heard of) ways. For example when an offline shopping store imbibes a Digital DNA it tracks inventories, sales, budgets and revenues through web generated reports based on metrics for effective monitoring on a real time basis. Customer services too moves to the web by interacting on a web chat or through e-mail. At the same time the marketing department uses the web for online promotions (website, online advertisements and Search Engine Marketing). This Digitization of all the activities makes corrective actions in real-time possible across various activities. It could be changing online advertisements in response to a competitive offer, or effective stricter logistics controls to plug in supply leakages. Digital reporting is highly transparent as technology is always neutral. At the same time the sheer innovative adaptability of the digital technology allows you to create new opportunities where none existed. Like the offline store can tap into new upselling and cross selling opportunities by embedding a short video on its website (or e-mailer) on new ways of using the purchased product along with some required accessories. This is in addition to cost effectively increasing the brand reach of the store in ways not considered before, like banner advertisements on an affiliate website (free under a banner exchange programme). An experienced web solutions service provider can thus effectively leverage the larger picture of a realistic Digital DNA roadmap to prioritise and leverage various initiatives.

Digital DNA Endorsement
The new Digital DNA goes beyond connected computers, competencies and customers. It is a complete ideological overhaul for every corporate. As the web has no emotions, it is extremely useful in delivering factual, relevant information for decisions to be made rapidly and accurately. It helps all employees/supporting partners’ staff act faster and benefit from more informed decisions. It even prepares organisations to react to unplanned events by being able to reach out to global experts and ‘help organisations’ immediately. A mature and well accepted Digital DNA lets people focus on business impact, not just technology. Creating a valuable Digital DNA requires consistent top leadership imagination, time and commitment. It is not a competence that is built overnight, but needs to be implemented at an accelerated pace to ensure that competition does not win the customer delight ‘stakes-race’. While implementing new Digital DNA processes, companies do encounter many challenges such as different technologies, value road maps for different divisions, migrating traditional processes to new digital way of life (paperless office from paper driven office), how to preserve existing employees, data & applications investments while ushering in changes and how to interconnect departments over individual resistances. One of the most profitable ways to transform these challenges into revenue streams (cost savings or enhancing sales proceeds) is to get a proven web consulting and a solutions provider so that you are on the right track from the start.