Salesforce Partner #1 in Latin America High
SALESFORCE PARTNER #1
IN LATIN AMERICA
We focus on understanding the needs of our customers. We are experts in the specialized solutions of Salesforce adapted to each industry with the goal of enhancing innovation and value generation for our customers.
Pandemic: Electroshock Digital Transformation
The dawn of a technological revolution in our society
Written by Oscar Emo
Atthe beginning of 2020, we could not even begin to imagine what was just around the corner. At that moment, our plans as a provider of Salesforce-based Digital Transformation technology solutions were focused on showing our clients the value and need of
digital evolution, both as a tool to provide competitive advantages, as well as a vehicle to serve a generation of young people that expect immediacy and hyperpersonalization in every interaction with a brand or service.
News of a strange disease in China, leading to the closure of
entire cities, were perceived as an overseas issue, far away from the U.S., in a context of an almost political style of control characterized by extreme measures. Westerners did not see it coming as the beginning of the brutal reality a few weeks later reached Europe, the United States and, on short notice− our Latin American countries. Even as the first cases struck −a few dozen per day− we were still in denial that in a very short time human drama and the loss of lives would force governments to activate stringent containment measures that would severely affect the economy as well as our way of living, working and interacting. These circumstances would also shift consumer expectations about how a brand or supplier should interact with them and how companies can influence their purchase decisions.
In a few months, our most technology-averse friends and relatives −even seniors? (If you are giving this to people in the US, I might remove this part)− have evolved in the way they used their devices; they are no longer limiting themselves to basic social networks. Suddenly, they are also making video conferences for both work and celebrating birthdays, sending packages and buying services and products on-line, replacing the decades-old ritual of paying a weekend visit to shopping malls and grocery stores. In the flash of en eye, our entire society adopted behaviors that were thought to be exclusive to Millennials and Generation Z, accelerating an revolutionary change that otherwise would have taken a few more years. It was an
“electroshock” therapy towards digital transformation that took just a few months and coined a new reality that will surely remain well beyond the end of the pandemic.
The post pandemic reality that lies ahead requires companies to interact efficiently and in an innovative way in the digital world, no longer as a competitive advantage, but as an essential comparative advantage to survive and remain as a relevant player in its ecosystem. Not only is there no turning back on the habits and behaviors that society had adopted in the past months, but the economic recovery will speed up investment in the digital space, making it a centerpiece of any strategy or business model for all industries.
Despite the imperative need to establish a digital transformation
strategy that encompasses all points of interaction with the customer, we must start from two central areas: Digital Marketing and E-Commerce. When we talk about lead generation and purchasing process in a digital environment, the vision is much deeper and more complex than merely sending emails, hiring an Ad Agency to have a presence in Social Networks and a website with a Shopping Cart. The new reality makes mandatory to develop a much deeper interaction with the consumer to obtain a detailed understanding of his/her interests, searches and previous experiences before visiting our on-line assets, so that what the site presents is not just the discount of the month, but fully customized information that allows interaction according to the specific interests and needs of the customer.
Freeway Consulting
Mass mailings are no longer enough as relevant and personalized communications are now required −at the right time and through the customer’s preferred channel− offering a custom-tailored, on-line experience suited to the tastes, interests, needs and preferences of the buyer. In our extensive experience with Salesforce solutions in industries such as Retail and Consumer Goods, we have seen
substantial increases in the depth of customer relationships and −of course− in revenue.
While it is true that the need for digital transformation could be perceived more clearly in B2C (Business to Consumer) environments, the impact on B2B (Business to Business) scenarios is equally profound and transformational. This is generating the imperative need for
a much more agile and integrated digital model of relationship with distributors and suppliers, as well as a dramatic evolution of the commercial force towards a 360 vision of the customer. If properly executed, this will allow us to integrate and leverage the productive components of the organizations, making possible realtime projection of prices, production requirements and impacts on the supply chain.
The beginning of the end of the pandemic in the second half of 2021, will undoubtedly mark one of the most accelerated periods of technological evolution witnessed by mankind, driven by a reactivation of the economy, by an ecosystem strongly adapted in recent months to the digital world and for an increasingly advanced range of solutions adapted to the Electroshock therapy that we have experienced. We are about to bear witness a new digital revolution in our society.
freewayconsulting.com
info@freewayconsulting.com