Like all times in history, there always seems to be differentiation between them when it comes to technology. For example, we have had times like the bronze age, the industrial revolution, and now, the digital age. Similarly to these ages, the digital transformation of technology has revolutionized the way in which we do almost everything, from doing our taxes on a computer, to setting our houses thermostat on our phones. However, while digitally enhancing’s our entire lives, there are still facets of businesses that do not necessary need a “digital strategy.” Likewise, while a company’s products might be changing because of this transformation, it’s the way in which they use this strategy to market their company is where the differences lie.
Siloed thinking has always created problems for companies. For example, ” a mobile strategy ends when the company has implemented mobile, but fails to consider opportunities that are not enabled by mobile” (Harvard). Companies will often times try and use the digital transformation era on every aspect of their business model, but ultimately push the envelope to far and too fast without fully understanding how to use technology to its fullest capacity when doing so. Not to mention, so many business models are calling for the replacement of humans with AI technology and not utilizing humans can pose as a huge problem when it comes to everything from Marketing to Human Resources.
Ultimately, creating a digital strategy can focus the organization that do not necessarily rely heavily on digital transformation itself. A better way of thinking would be a better strategy that utilizes digital aspects to reach certain goals. For example, Wendy’s has been creating a strategy of having a connected social media outreach for comical, informative, and customer feedback purposes. Strategies that aren’t necessarily prone to the digital transformation, (these practices have been used forever) but rather just using technology to further their old strategies in better ways. While Wendy’s thrives, other companies have been using technology like automated customer service lines and seeing a sharp decline in customer service feedback because instead of using technology to make a process easier, they do it to make a process less expensive which in turn lead to problems and conflicts with their customer bases.
1.) Where have you seen companies utilize technology perfectly?
2.) Where have you seen companies falter with technology?
3.) Can technology always be a good thing?