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The Three Pillars Of Digital Transformation


Dennis Kirwan is currently the CEO of Dymic Digital, a Marketing Agency based in Los Angeles, CA. 

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Everyone knows change can be hard. This is especially true for established companies that have experienced varying degrees of success over the years by following certain business models and processes. Inevitably, though, there comes a time when “tried and true” becomes inefficient and costly. 

The reality is that companies slow to adapt and improve the way they do business cannot remain competitive in today’s marketplace. Most of us have heard this time and time again, yet many still remain stubbornly slow to make these vital changes. However, a massive paradigm shift is currently underway, forcing innovation upon the business world whether it’s ready for it or not: digital transformation. And I believe we’ll all be better off because of it. 

So how and where does a business even begin this journey known as digital transformation? Every company is different, of course, and faces its own unique set of challenges, but here are the three pillars of digital transformation any organization can utilize immediately:

Customer Relationship Management (CRM) 

At this point, I think we’ve all heard of the CRM. The majority of companies in the United States today utilize this technology to manage how their employees maintain and strengthen relationships with current (and future) clients. The idea is that if businesses can improve the way in which they communicate and connect with their customers, profits will go up. Gurus in CRM technology such as Salesforce and HubSpot have led the way in making data-driven customer relationship management accessible to companies in virtually every industry. For each brand with skyrocketing growth, more likely than not there is a CRM behind the scenes enabling them to scale up. 

Perhaps the most powerful aspect of CRM technology is its ability to centralize information, allowing anyone within a company access to customer data whenever they need it. Specifically, companies can utilize this technology to quickly view client interactions, sales opportunities, customer service issues and much more. This easily accessible and usable customer data ensures businesses can see the “whole picture,” which is invaluable to all the moving parts of a company, from operations to human resources. In this way, employees are all on the same page, and customers get the timely and individualized service they desire.

Collaboration Software 

Collaboration software is another such game-changer that makes digital transformation a must in today’s business world. In the not-so-distant past, employees often had their collaborations stymied by shortcomings inherent in communication via email or voicemail, for example. Never mind the numerous inefficiencies associated with workers physically traveling from one part of the country to another to collaborate on projects. Collaboration software instead allows employees to share documents and work together remotely and instantly from anywhere in the world. 

Slack is an exemplar of a collaboration app that is unifying organizational communications and collaborative efforts in an intuitive and streamlined way. For instance, rather than having email conversations drowned in cluttered chains, projects have dedicated channels where communications are organized and contributions are actionable. Through this digital avenue, conversations are prioritized, conducted in real time and convenient. Collaboration software is really productivity software. 

Project Management Software

Task management and project management software are fundamental to a proper digital transformation. These systems allow co-workers and managers alike the ability to see the progress of projects every step of the way. This promotes efficiency and the production of higher-quality final products. Furthermore, project management software can even give clients access to see what staff is working on with their project, which promotes unprecedented accountability and transparency.

Work management solutions are gaining steam with companies around the world for how well they facilitate collaboration and communication among stakeholders. Companies including Wrike and Asana masterfully simplify processes, streamline workflow and promote adaptability to unexpected bumps in the road, enabling teams to hit deadlines time and time again. Users of task management software often comment on how it opens up new dimensions of possibilities by eliminating inefficiencies and roadblocks that traditionally plague collaborative efforts. 

Influential psychologist Abraham Maslow perhaps said it best: “In any given moment we have two options: to step forward into growth, or step back into safety.” In the world of internet marketing over this past decade, we’ve witnessed firsthand a slew of ingenious software and web-based solutions converge to bring about a digital revolution in business.

Business leaders embracing digital transformation are stepping forward into this state-of-the-art ecosystem and tapping into unprecedented organizational synergy and productivity. Through digital transformation, businesses can now manage communication, collaboration, and task and project management with speed and efficiency only few could have ever imagined possible in our lifetimes. 


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