There’s a black hole in digital transformation. The technology space race has propelled a new era for those of us who work at desks. But around an estimated 80% of the world’s workforce is “deskless” — and many have been left behind.
Instead of smart apps, many of the world’s 2.7 billion deskless workers contend with pen-and-paper, spreadsheets or clunky technology tools that are often ill-suited to the dynamic demands of frontline work. In a survey of more than 1,500 deskless workers, 60% report being unsatisfied with, or believe there is room for expansion in, the technology they use for work. It can slow them down and make them less engaged and less adaptable.
Business guru Peter Drucker famously said, “The objective of a business is to create a customer.” Six decades after Drucker penned that sentence, a number of enormously successful CEOs have taken Drucker’s credo to the maximum, among them Jeff Bezos of Amazon (who has driven his firm to focus on “customer obsession” as opposed to “competitor obsession”) and Richard Branson (whose many Virgin companies have climbed in industries known for poor service). Those and other CEOs believe that making customers and keeping them happy is at the centre of their success.
Digital Transformation Isn’t Putting Customers First
Sadly, digital transformation efforts at companies across the globe often aren’t putting customers at the centre of their endeavours. Instead, new technologies are being utilised in order to create operational efficiencies to reduce costs.
While that’s important, too often the price companies pay for this narrow focus is exasperated customers struggling with poorly designed experiences and inconsistent and inauthentic touch points with the brand.
is means that to reach online shoppers, marketing needs to switch from traditional marketing to digital marketing.
However, as we said in the first paragraph of this article, digital skills are reportedly lacking in South Africa. This means that a massive push needs to happen in terms of skills development in digital marketing.