Data and digital transformation – the basis for competitiveness
Innovations in information technology are driving digital transformation forward at a breathtaking pace: the Cloud, social media, mobile, Big Data and the Internet of Things have an impact on the strategy, structure, culture and processes of every company. The issue leaves no branch of business untouched - not least, because the focus of attention is clearly on the customer and the demands made on companies have fundamentally changed: in the digital age, customers expect to be able to buy anytime and anywhere, in addition to a high service level and information which is available everywhere in real time. In this respect, they value authenticity, transparency and loyalty.
However, the customer service provided by marketing, sales and the service centre can only be as flexible, individual and quick as the IT which supports these processes in the background. All this radically changes the procedures in the companies: they have to critically examine their products and capabilities and increase their digital maturity, in order to identify, develop and quickly implement new opportunities. What needs to be done is to quickly evaluate enormous and ever increasing volumes of data, in order to be able to react appropriately to the needs of the customers as well as the employees.
Filtering, interpreting and using data relating to the customers from Big Data is one of the main concerns of digitally oriented companies, because this is the only way that they have a chance of managing the world of experience of the customer. Big Data becomes Smart Data, i.e. the continuous assignment of new data and data sources to the respective customer profiles and therefore convergence with the 360° view. Two things are especially important in this respect: integration and speed. Only companies which can integrate and use data, media and channels more quickly in their digital communication will gain a competitive advantage.
In view of these fundamental changes, the important thing is to make your company fit in time for the demands of tomorrow. But how do you make your company "digital ready"? We will provide you with the appropriate professional and intelligent support for this. With our complete solution, Smart Customer MDM, we create the foundations you need to implement Digital Transformation: consistent, up-to-date and available customer master data which can be efficiently managed. Smart Customer MDM enables the creation of the 360°view of the customer and makes it available to you for a wide variety of company areas and business processes.
Only those companies which see Digital Transformation as an opportunity will ultimately survive in the competitive environment of the increasingly networked digital world. Anyone who wishes to be successful in future must react to the structural challenges with intelligent concepts and take advantage of the possibilities of digitalization and networking. Uniserv is a reliable partner in this respect and offers you the right solution for a great variety of project scenarios and hot topics.
Digital transformation: Stay afloat with our solutions
The customers of today are information-hungry, price-conscious, flexible and mobile. They make contact with the company in increasingly wider channels and expect a seamless transition between offline and online offers. If consumers are active in all channels nowadays, companies must also be present at all touchpoints - omnipresent! However, an all-embracing view of the customer is required, in order to make the customer the right offer at the right time in the preferred channel.
Customers encounter a variety of customer touchpoints in their everyday life. In order to induce the customers to buy at these points of interaction, it is important to address them with tailored offers which are appropriate to the situation. In this regard, all the information available in the company must be consolidated into one data record. The creation of such quality-assured customer master data is more difficult than ever for companies in times of Big Data: a 360° view can hardly ever be achieved without the respective technical support.
The statistical, mathematical and linguistic processes used today enable analyses which identify correlations in data. Predictions of future developments and trends can also be made on the basis of the history in databases. Big Data therefore becomes Smart Data.
Customer data refined with geographical information enables a visualization and analysis which permit new insights and the identification of new structures and trends. The possibility of displaying customer data in geographical terms conceals an enormous added-value potential. Location Intelligence becomes all the more important in the digital world, since the mobile Internet allows information to be placed in the context of time and space. So-called geofencing, which enables certain areas to be digitally defined, in order to determine who lives in these areas, is particularly interesting. Completely new, innovative processes in customer experience management can be created and operated by means of such localization and movement data.
The constantly increasing volume of digital data is associated with a constantly growing number of statutory and regulatory requirements. The EU anti-terrorism regulation prohibits e.g. transactions with terrorist organisations and individuals. The systematic matching of the data of business partners against national and international sanction lists is therefore a must for every company, because deficiencies in these areas exclude companies from customers and markets or can lead to significant financial damage, damage to the image and legal consequences.
Data must be organized and controlled by means of a reliable and higher-level Data Governance, in order to convert it into a strategic asset. In the process, tasks, roles as well as responsibilities must be defined, knowledge about business processes merged and guidelines for data use and maintenance created on this basis and implemented.