Faced with the evolution of technology and the challenges that support it, companies have gradually accelerated their transition to digital . This revolution caused an upheaval within the organization at all levels. Whether in business levels that at the buyer level, working methods evolve significantly with digital.
The change has actually impacted on business management and its commercial organization . Digitalization is now essentially focused on operations such as customer relations. A new way of communicating is set up to increase the quality and frequency of interactions between employees of the same company.
In terms of organizational management
The digitalization of the company is not only a technological transformation, but also a mutation which takes place on its main actor: humans. With this in mind, the manager is the main vector of the process to encourage and enhance the role of each.
A new manager model
According to a study carried out by Kurt Salmon in 2015 on "the impact of digital on management methods" The transformation of the managerial model tends to collaborative management. Indeed, 62 % of respondents believe that there is more collaboration and information sharing, and 26 % that there is more participative management. These figures reveal that the power of the manager is based on his ability to interconnect employees and services between them, as well as to synthesize information to extract the essentials. Sharing and transparency are in this context prioritized by manager 2.0.
A new role for the manager
By facilitating the circulation of information, the manager empowers all of his employees. He thus becomes a facilitator, who coordinates his team to fulfill the objectives of the company. It interacts everyone's skills to create value and incidentally make the community grow. This situation promotes the commitment of employees.
A horizontal power
Power thus takes more and more the form of a horizontal authority which identifies the skills to organize and enhance them. Traditionally vertical organization is broken by digital.
A wide variety of tools
The manager is spoiled for choice regarding the tools he selects to send the right message to the right collaborator and interact with them. Several examples of tools are available depending on the context of your business such as social networks and collaborative platforms .
Thanks to these new tools, management takes on a new dimension. The distance no longer constitutes an obstacle whether in the context of telework or a trip. During the containment period, these tools were strongly asked. Companies that have acquired digital maturity have greatly reduced the impact of the health crisis on their finances.
The tools greatly contribute to the management of projects within the company. They promote workflows and planning of the tasks to be accomplished. The implementation of quantifiable indicators makes it possible to assess dysfunctions and initiate corrective actions.
At the level of the commercial organization
The consumer purchase habit is deeply modified by digitalization . To remain connected, companies accelerate the digitalization of their sales and marketing . Indeed, the consumer inquires almost systematically on the Internet before buying. And the salesperson is now positioned as a accompanist, providing added value to each stage of the sales cycle.
More informed consumers
The accessibility of information has pushed consumers to a form of requirement, and organizations to be more efficient and more competitive. Internet can therefore be a positive pressure. Digitalization facilitates the work of the salesperson, because 60 % of the purchasing course is carried out solo online by the consumer.
A satisfactory customer experience
A fluid customer experience is one of the basic criteria in the choices of prospects. This point includes : the after-sales conditions; product accessibility; the convenience of the order, payment, and delivery process; But also and above all the optimized customer journey. A prospect frustrated by an average user journey is more difficult to convert. As a result, marketing teams must bet on intuitive navigation , CTAs that are easy to identify, quick loading time, updated information, etc.
Optimum digital visibility
This visibility is the central element when it comes to digitalization. Your website must appear on the first page of search engines . This fact is achievable by bringing you adequate tools. In particular, by creating relevant content which pleases both Internet users, but also to search engines. Your visibility is improved by referencing your brand on Google My Business ; using links, etc. If your site meets all the criteria, prospects are guaranteed to reach your salespeople.
A team on the lookout for the latest technologies
Consumers buy differently. Therefore, brands sell otherwise and must adapt. Using means whose ergonomics are not advantageous is counterproductive . In this case, training for employees is a judicious decision . Increasing their skills makes them more efficient and more present with customers.
Digital solutions provide mobility and time saving your sales team. The use of sales software is a sine qua none condition to follow market development. Each service must adopt dedicated software. These software increase your sales force and improve the working conditions of your teams.
With these sales software , commercial directors can follow the performance of their teams through complete dashboards.
Digital has impacted the habits of individuals, but especially those of companies . More and more organizations are taking the path of digitalization to meet consumer expectations. In addition to visibility, digitalization brings considerable advantages to companies: the dematerialization of various processes, improving communication, automation of tasks, etc.
