The challenge of Digital Transformation (DT) for small and medium size businesses (SMB)

What is Digital Transformation (DT) ?

Pour une PME, nous définissons l’expérience de la TN comme l’intégration de la technologie numérique dans tous les domaines de l’entreprise, ce qui modifie fondamentalement la manière de fournir de la valeur aux clients. C’est aussi un changement culturel qui oblige les organisations à refuser régulièrement le statu quo, à expérimenter et à se sentir à l’aise face à l’échec. Nous pourrions également affirmer que cela implique un changement de leadership, une réflexion différente, l’encouragement de l’innovation et de nouveaux modèles commerciaux, la numérisation des outils et l’utilisation accrue de la technologie pour améliorer l’expérience des employés, clients, fournisseurs, partenaires. En somme, nous dirons que la TN est un processus global de changement via l’automatisation des processus, l’utilisation les médias sociaux pour la communication et le marketing, le recueil et l’analyse des clients et des données de vente, tout cela en offrant de nouveaux produits et services rendus possibles grâce aux technologies numériques.

What are the main economic challenges for small businesses (SMB)?

The first problem your businesses face is getting and keeping customers or clients. It's "feast or famine" daily, weekly and monthly. The only answer to this constant challenge is to create a system for getting and keeping customers for life. The solution? It's all about building a network that sustains the constant ebbs and flows of business.

The seconth challenge is to try as much as possible to match customer demand.  The best way to do this is to really pay attention to what the customers are saying and asking for, always ask how you can do better or what can be added.

The third challenge is about the marketing. As the owners of SMB you must target market to win customers! One of the biggest problems is you fail to market, and more to the point, you fail to do enough marketing in enough different media to capture the attention of your prospects and clients. You don't realize how much it's going to take to market your business, you think if you have a website, that business will just come.

Le quatrième défi est le temps. Le temps est le bien le plus précieux pour vous en tant que gérant. Malgré toutes les tâches qui vous occupent quotidiennement, il est primordial que les actions prioritaires soient réalisées. Le défi consiste à développer des filtres adaptés à votre modèle commerciale. Oui, le marketing et les médias sociaux seront particulièrement importants pour votre succès. Des lors l’astuce consiste à comprendre quels médias développent votre retour sur investissement.

The last the but not the least is about is SALES, SALES, SALES. No sales, no business. It's as simple as that. As owners you can borrow money to get started, but if you don't go after building up your sales, it won't last. You can cut back expenses, but without sales that too will only be short-lived. If you want to get into business, BE PREPARED to sell. Focusing on increasing customer transaction size and customer frequency, along with an aggressive on-line and off-line marketing campaign will have a positive effect on sales.

Which problems are solved by Digital Transformation (DT) ?

La TN vous aidera à trouver des solutions aux principaux problèmes qui affectent directement votre entreprise. Imaginez que le site Web de votre entreprise soit difficile à utiliser, n’apparaît pas sur la première page d’une recherche Google, n’a pas beaucoup d’informations sur les sujets et que rien n’a été fait pour attirer les gens, en utilisant Google AdWords, par exemple. Compte tenu de cela, il est probable que votre entreprise ait une e-réputation médiocre, au mieux.

Maintenant, imaginez que le site Web de votre concurrent le plus proche était l’inverse de vous, apparaissait au sommet d’une recherche Google, etc.

  • How do you think the number of site-generated inquiries would match up between the two company’s?
  • Is it likely you would lose business to your rival because of your inferior website ?
  • What do you think would happen to your annual revenue if your rival invested in improving customer experience by ensuring that each of their digital touch-points (email, Instagram, Twitter, Facebook. LinkedIn, online ads, blog, You Tube, etc.), were extremely user-friendly and engaging?

You can clearly see that things will get a lot worse for your business if your rival’s management team effectively answers and executes on these questions. Therefore deploying a DT strategy will make your business more profitable. In a recent Gartner survey, « 56 percent said that their digital improvements have already improved profits».

How to start the Digital Transformation (DT)?

For your SMB to start a DT journey, you should consider focusing on these five themes:

  • Building a digital leadership: Critically the CEO or MD requires today to have a digital mindset. This is essential so that the strategic vision of the company plus its purpose and skill base are all aligned with quick decision making and a focus on constant innovation.
  • Create a digital mindset across everyone in the business: Ensure that all new hires are already in that mindset and make innovation a core of everyone’s role in the business. This will in most cases involve training and confidence building across all departments.
  • No business today, no matter how good, can act on its own. This is even more true for small business. A small business that does not develop a collaborative system will not survive. Design from the customer back and create digital systems with suppliers, distribution channels, competitors, education, and start-ups. Always with a focus on making the customers experience better.
  • Data management and skill: Across the small business landscape, this is widespread. However, it is essential to understand that all future competitiveness will be driven by the best use of data. From acquiring the correct data, to storage, to applying the correct analysis.
  • Construire la meilleure technologie possible en utilisant des modèles SaaS (Software As A Service): aucune petite entreprise ne serait en mesure de rivaliser en créant sa propre technologie. Il s’agit de tirer le meilleur parti des technologies existantes pour atteindre votre vision et votre objectif.

What are preventing small businesses to start Digital Transformation ?

  • Cultural/behavioral challenges
  • Lack of understanding of digital trends
  • Lack of talent for digital
  • Lack of IT infrastructure
  • Lack of dedicated funding: Note that many smaller businesses are simply unaware that they may be able to claim tax relief from the local government for R&D.
  • Absence d’alignement interne: La bataille entre le numérique et  le business traditionnel
  • Business process too rigid
  • Lack of data
  • Absence de support expérimenté

 

Pour commencer votre expérience de TN, n’hésitez pas à nous contacter!

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