Changing the landscape of digital transformation

17th Jan, 2019

Digital transformation has the potential to transform any business. Yet recent decades have seen many examples of failed digital integration schemes. Awareness is growing about the pitfalls in this approach. And companies are now taking a broader view of how to automate end-to-end processes.

At Netcall, we understand these challenges. We are also proud to work with other firms who can identify transformation solutions. Our CTO Richard Farrell recently spoke to Forrester Research’s VP Rob Koplowitz. During a 40-minute podcast, they discussed the role of processes in successful transformations. Amazon is widely regarded as a world leader in end-to-end automation. Yet Rob explained Amazon’s business model doesn’t always apply to other sectors. He outlined why cost reduction shouldn’t be the customer facing business’s main focus. Finally, he shared his views on digital process automation, or DPA.


Choosing the right focus

The full podcast is available to download here. It begins with Rob outlining what DPA means. Many companies struggle to use software development technology to best effect. There is high demand for platforms which automate processes using Low-code. Yet there’s often a disconnect between customer experience and back end functionality.

Clients worry about Amazon entering their market with heavily automated processes. This instils a sense of urgency to automate systems, even if there are only marginal benefits. Firms attempt automation without understanding customer needs, or their internal goals. This makes the process seem hard and stressful. Yet building applications is easier than ever thanks to platforms like MATS low-code. MATS software enables firms to build robust business applications, transforming their operations with ease.


Data siloes and separate departments

The podcast discusses how CX teams mapping customer journeys may overlook other departments. A mobile app might seem fine, but the customer journey still involves wait points. Corporate departments must align, working together to achieve DPA. In particular, they should focus on the automation of back end services. Firms like Amazon try as hard as they can to abolish manual processes. These affect the front end customer experience, regardless of an app’s design or sophistication.

Organisational boundaries represent another major hurdle. The need to drive down costs may be a primary reason for digital transformation. But the customer journey stays the same. Clients don’t care about new back office tools, or noble intentions. They want a seamless and dependable service at a fair price. And they will give their business to the firm that best serves these needs.


Looking into the future

Current trends are going to be more pronounced in future. Digital transformation projects will fail due to legacy systems and breakdowns in communication. Companies have to seek business wide solutions. Standards-based approaches will be crucial in achieving this. A department evolving in isolation makes it harder to integrate legacy systems elsewhere. Inconsistent approaches restrict company wide solutions. Customer journeys vary from one communications platform to another, creating data siloes. In future, successful firms will recognise these pitfalls, and avoid them.

Click here to hear the full podcast with Richard and Rob.

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