Ergo has been using digital channels to collect and mine data for so many years now that we’ve become a data-driven business. As we go into 2018, I’d argue that as a matter of urgency, every business needs to become data driven if it wants to thrive in these uncertain economic times, and it will come as no surprise to hear that the technology we use is precisely what we share with our clients. We make sure data analytics is a key pillar in their digital transformation strategies as good data enables better and more informed decisions.
We know first-hand how a new wave of tools are available to help understand customer sweet spots, enabling us to profile them in granular detail to identify their business needs and challenges. With Power BI, Microsoft’s interactive visualisation tool, employees from different parts of a company can get the insights they need to make more informed decisions. Understanding customer preferences and what drives behaviour will give you visibility of where your profits are coming from and allow you to build more solid and sustainable customer relationships.
Five years ago CRM was a fancy and expensive Rolodex. Now it is a seamless digital process that will remove silos in your business and enable you to optimise every sales opportunity. And it is just one part of your digital sales and marketing armoury. Modern sales directors have so many more channels at their disposal, making it possible to forge relationships with potential prospects in ways that simply did not exist a decade ago.
Part of becoming a digital business is about having a strong digital presence – this means leveraging social media to engage in conversations and share your ideas over the web. Any business looking for a supplier will undertake extensive due diligence into potential vendors before making a decision. LinkedIn, YouTube and blogs are all channels you should leverage to convey who you are and why you’re different. If you don’t use them, you risk dropping out of the race at the first hurdle.
Underpinning all of this activity is the cloud and mobility, enabling all the services I have described to be available anytime, anywhere, on any device. This has changed some fundamentals about running a business. Again, Ergo has experienced this first hand. As employees work different hours in different ways, it is collaboration and communications solutions that keep us together and helps define us as a company, not office walls or desk space.
In 2018, I look forward to talking to businesses that may be struggling with some of these ideas and reassuring them that a robust business case can be made for all of them. We have a progressive and solid foundation in technology but we know it is not what gets CEOs excited. They want to talk about revenue growth, margin improvements, customer retention – not technology. Ultimately, our only purpose is to deliver outcomes that will make our customers more competitive. Our expertise is in making technology a means to that end.
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