La transformación digital cambiará por completo las empresas

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CLAVES:

  • La transformación digital está cambiando fundamentalmente la vida de las personas y la forma en que las empresas hacen negocios.
  • Según un estudio de Microsoft y los Servicios de Analítica de Harvard Business Review, el 80% de los líderes empresariales encuestados consideran que la transformación digital será responsable de una disrupción positiva en sus industrias.
  • Casi la mitad de los encuestados (47%) dicen que el modelo de negocio tradicional de su organización quedará obsoleto para 2020.
  • La mayoría de los encuestados reconocen las oportunidades que la revolución digital está trayendo, y las dos cosas que más valoran de ello son la mejora de las relaciones con los clientes y una mayor integración de la cadena de valor.

La transformación digital está cambiando fundamentalmente la vida de las personas y la forma en que las empresas hacen negocios. En todo el mundo, se está trabajando para desarrollar soluciones que ahorren tiempo, que hagan que las personas se encuentren más seguras y saludables, y  que aporten beneficios ambientales significativos.

Según un estudio de Microsoft y los Servicios de Analítica de Harvard Business Review, el 80% de los líderes empresariales encuestados consideran que la transformación digital será responsable de una disrupción positiva en sus industrias a lo lardo de los próximos 3 años, es decir, la transformación digital generará cambios positivos en las organizaciones que se aprovechen de ella.

[section label=”La transformación digital como una oportunidad” anchor=”La transformación digital como una oportunidad”]

La transformación digital como una oportunidad

Las empresas que están formando ahora sus estrategias, trasladan sus recursos a nuevas iniciativas digitales y rediseñan su organización y  su cultura, tendrán una clara ventaja frente a los que no lo hagan. La transformación digital es real y generalizada, y aunque no todas las organizaciones están listas para ello, sorprendentemente la mayoría de los líderes empresariales ven esto como una oportunidad en lugar de una amenaza.

Según el estudio de Harvard Business Review, casi la mitad de los encuestados (47%) dicen que el modelo de negocio tradicional de su organización quedará obsoleto para 2020, sin embargo los nuevos modelos y estrategias todavía están evolucionando.

Menos de la mitad de los encuestados tienen una estrategia digital completamente formada, y esto seguramente sea a causa de la preocupación, dada la amenaza inminente de disrupción que la mayoría de las organizaciones dicen que enfrentan actualmente.

Captura1
Fuente: Vecdis. Datos de Harvard Business Review

La mayoría de los encuestados reconocen las oportunidades que la revolución digital está trayendo, y las dos cosas que más valoran y que más importancia le dan de ello son la mejora de las relaciones con los clientes y una mayor integración de la cadena de valor. La máxima prioridad a la hora de apostar  por lo digital es la creación de una experiencia del cliente excepcional y altamente relevante.

Las siguientes prioridades son mejorar las operaciones para aumentar la inteligencia y la velocidad, y transformar los productos y modelos de negocio existentes para que estén basados en información (en lugar de reemplazarlos por algo completamente nuevo). En otras palabras, la mayoría planea transformar las cosas que ya están haciendo en lugar de hacer algo radicalmente diferente.

[section label=”¿En qué industrias probablemente habrá una disrupción de la transformación digital?” anchor=”¿En qué industrias probablemente habrá una disrupción de la transformación digital?”]

¿En qué industrias probablemente habrá una disrupción de la transformación digital?

Se ha pasado rápidamente de hablar de la transformación digital a trabajar con ella,  y esto, en parte, debido a la creciente comprensión de los líderes empresariales acerca de la naturaleza de las tendencias digitales. Un 80% de los encuestados, espera que su industria sea interrumpida por la tecnología digital, un 44% dicen que es muy probable que esa interrupción se produzca.

Este mismo  porcentaje (44%) va en referencia a ciertas industrias: compañías de comunicaciones/medios de comunicación (67%), servicios financieros (62%) y empresas de tecnología (54%).

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos
Fuente: Vecdis. Datos de Harvard Business Review

Los encuestados de este estudio no sólo ven la interrupción como algo que probablemente ocurra, si no que creen que es algo inminente. El 28% de los encuestados dijo que su industria ya ha superado el punto de inflexión digital, mientras que otro 56% dijo que eso ocurrirá en 2020.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos2
Fuente: Vecdis. Datos de Harvard Business Review

[section label=”Estrategia para el futuro digital” anchor=”Estrategia para el futuro digital”]

Estrategia para el futuro digital

El 72% de los líderes digitales tienen una estrategia formal para el futuro digital, frente a sólo el 49% de los híbridos y el 24% de los no digitales. Es hora de que estas organizaciones pasen de la experimentación y piensen seriamente en su lugar en la economía digital.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos3
Fuente: Vecdis. Datos de Harvard Business Review

Hay una cierta variación sobre esto si se habla de diferentes industrias, por ejemplo, el 70% de empresas de tecnología y el 58% de firmas de servicios financieros tienen una estrategia de negocio formal. El gobierno, la salud y el comercio minorista son los que menos probabilidades tienen de tener una estrategia digital, con un 27%, un 34% y un 39%, respectivamente.

Por otra parte, en el estudio de Harvard Business Review y Microsoft se puede ver como un tercio de las organizaciones dicen que su CEO lidera los esfuerzos con respecto a la transformación digital, más que cualquier otra posición. Esto es especialmente cierto en las compañías líderes digitales, donde el 43% dice que el CEO está a cargo. Cuanto más se acercan los esfuerzos digitales al modelo de negocio básico de una empresa y a los flujos de ingresos, más probable es que el CEO lidere. En contraste, una quinta parte de los no digitales no tienen a nadie a cargo.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos6
Fuente: Vecdis. Datos de Harvard Business Review

El CIO es el segundo ejecutivo que los encuestados piensan que es más probable que lidere la transformación digital, en un 17%. Sin embargo, incluso cuando el CIO no es líder, él o ella son fundamentales para los esfuerzos digitales de la mayoría de las empresas. En general, dos tercios de los encuestados (67%) ven a su líder de TI como esencial para la transformación digital, incluso las empresas no digitales creen que este es el caso.

[section label=”Principal objetivo: mejorar la experiencia del cliente” anchor=”Principal objetivo: mejorar la experiencia del cliente”]

Principal objetivo: mejorar la experiencia del cliente

La revolución digital ofrece oportunidades emocionantes para aquellos que estén dispuestos a asumir algún riesgo. De hecho, el 86% de los encuestados considera la transformación digital más como una oportunidad que como una amenaza para su negocio. A veces eso significa crear algo completamente nuevo.

El principal objetivo y enfoque de la mayoría de las organizaciones hacia la transformación digital ha sido crear una experiencia excepcional y altamente relevante para el cliente, con el 40% de los encuestados nombrándola como su prioridad número uno.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos7
Fuente: Vecdis. Datos de Harvard Business Review

En general, casi tres cuartas partes de los encuestados (72 por ciento) esperan a que se produzca el cambio a la tecnología digital para crear relaciones más estrechas con los clientes. A través de la tecnología, las empresas deben ser capaces de lograr una comunicación bidireccional auténtica con los clientes. Las empresas que no logren ese objetivo se quedarán en una situación de desventaja con respecto a las que sí lo logren.

[section label=”Mayor integración de la cadena de valor” anchor=”Mayor integración de la cadena de valor”]

Mayor integración de la cadena de valor

Mientras que los nuevos modelos de negocios y las nuevas formas de atraer a los clientes son los dos objetivos que obtienen la mayor parte de la atención en la transformación digital, las empresas que están ganando madurez en lo digital entienden que el éxito en esas áreas también requiere cambios en las operaciones. La creación de experiencias excepcionales y diferenciadoras para los clientes requiere operaciones mejoradas para obtener una mayor inteligencia y velocidad.

La creación de productos inteligentes permite a los fabricantes ofrecer un nuevo conjunto de servicios, como el mantenimiento predictivo, por ejemplo. La transformación digital también hace posible que las empresas operen más fácilmente como parte de un ecosistema de negocios extendido o cadena de valor.

Dos tercios de los encuestados, el 67%, esperan que la tecnología digital permita una mayor integración de la cadena de valor.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos8
Fuente: Vecdis. Datos de Harvard Business Review

La innovación, la invención y el cambio implican riesgos, y los líderes digitales están dispuestos a correr riesgos en la búsqueda de nuevas oportunidades de negocios digitales que los híbridos y con los no digitales. Más de la mitad (54%) hacen esta afirmación, en comparación con sólo el 19% de los no digitales y el 37% de los híbridos.

[section label=”Principales obstáculos” anchor=”Principales obstáculos”]

Principales obstáculos

Además de en las operaciones, cambiar los nuevos modelos digitales de negocios y operativos requiere de cambios significativos en muchos aspectos de las habilidades empresariales la tecnología, las estructuras de organización y más.

En el estudio de Harvard Business Review, cuando se pidió a los encuestados que  identificaran las principales barreras a sus esfuerzos durante los próximos tres años, la mayoría de los encuestados nombró la reestructuración empresarial como principal barrera con un 54%. El segundo obstáculo fué la resistencia al cambio por parte de los gerentes y los empleados, con un 52%, y en tercer lugar la ausencia de conocimientos clave, con un 38%.

La_disposicion_de_los_consumidores_a_interactuar_con_AI_en_diferentes_contextos9
Fuente: Vecdis. Datos de Harvard Business Review

La necesidad de reestructuración se deriva del hecho de que la tecnología digital requiere colaboración entre los silos tradicionales. Esto comienza en la parte superior de la compañía, y continúa hacia abajo. Los líderes digitales están abordando el duro trabajo de reorganización lejos de los silos tradicionales, las funciones y jerarquías, para fomentar más colaboración y coordinación (el 77% está haciendo esto en comparación con el 62% de los híbridos y sólo el 40% de los no digitales).

El futuro para muchos no está claro. Mientras que dos tercios de los digitales (66%) dicen que los líderes de sus organizaciones tienen una sólida comprensión de los modelos de negocio que impulsarán el éxito de su empresa en 2020 y más allá, sólo el 44% de los híbridos y el 25% de los no digitales mantienen esta opinión.

HARVARD BUSINESS REVIEW. Competing in 2020: Winners and losers in the digital economy. 25 de abril de 2017. [consultado 12-05-2017]. Disponible en: https://msblob.blob.core.windows.net/ncmedia/2017/04/20347_HBR_Report_Microsoft_5.pdf

TECHREPUBLIC. Microsoft wants to supply the tools that make your next digital transformation possible. 08 de mayo de 2017. [consultado 12-05-2017]. Disponible en: http://www.techrepublic.com/article/microsoft-wants-to-supply-the-tools-that-make-your-next-digital-transformation-possible/

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