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Te c h n olo g y
Pandemic:
Electroshock Digital Transformation The dawn of a technological revolution in our society
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Written by Oscar Emo
Te c h n olo g í a
At
the beginning of 2020,
digital evolution, both as a tool to
we could not even
provide competitive advantages,
begin to imagine what
as well as a vehicle to serve a
was just around the
generation of young people that
corner. At that moment, our plans
expect immediacy and hyper-
as a provider of Salesforce-based
personalization in every interaction
Digital Transformation technology
with a brand or service.
solutions were focused on showing our clients the value and need of
News of a strange disease in China, leading to the closure of
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Te c h n olo g y
entire cities, were perceived as an
In a few months, our most
overseas issue, far away from the
technology-averse friends and
U.S., in a context of an almost political relatives −even seniors? (If you are style of control characterized by
giving this to people in the US, I might
extreme measures. Westerners did
remove this part)− have evolved in
not see it coming as the beginning
the way they used their devices; they
of the brutal reality a few weeks later
are no longer limiting themselves to
reached Europe, the United States
basic social networks. Suddenly, they
and, on short notice− our Latin
are also making video conferences for
American countries. Even as the first
both work and celebrating birthdays,
cases struck −a few dozen per day−
sending packages and buying services
we were still in denial that in a very
and products on-line, replacing
short time human drama and the loss
the decades-old ritual of paying a
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.
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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
Te c h n olo g í a
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Te c h n olo g y
Freeway
“electroshock” therapy towards digital
strategy that encompasses all points
transformation that took just a few
of interaction with the customer, we
months and coined a new reality that
must start from two central areas:
will surely remain well beyond the end
Digital Marketing and E-Commerce.
of the pandemic. The post pandemic reality that lies
When we talk about lead generation and purchasing process in a digital
ahead requires companies to interact
environment, the vision is much
efficiently and in an innovative way
deeper and more complex than merely
in the digital world, no longer as a
sending emails, hiring an Ad Agency
competitive advantage, but as an
to have a presence in Social Networks
essential comparative advantage
and a website with a Shopping Cart.
to survive and remain as a relevant
The new reality makes mandatory to
player in its ecosystem. Not only is
develop a much deeper interaction
there no turning back on the habits
with the consumer to obtain a detailed
and behaviors that society had
understanding of his/her interests,
adopted in the past months, but the
searches and previous experiences
economic recovery will speed up
before visiting our on-line assets, so
investment in the digital space, making that what the site presents is not just
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it a centerpiece of any strategy or
the discount of the month, but fully
business model for all industries.
customized information that allows
Despite the imperative need to
interaction according to the specific
establish a digital transformation
interests and needs of the customer.
Freeway Consulting
Mass mailings are no longer
substantial increases in the depth
enough as relevant and personalized
of customer relationships and −of
communications are now required
course− in revenue.
−at the right time and through the
While it is true that the need
customer’s preferred channel− offering for digital transformation could a custom-tailored, on-line experience
be perceived more clearly in B2C
suited to the tastes, interests, needs
(Business to Consumer) environments,
and preferences of the buyer. In our
the impact on B2B (Business to
extensive experience with Salesforce
Business) scenarios is equally
solutions in industries such as Retail
profound and transformational. This
and Consumer Goods, we have seen
is generating the imperative need for
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Te c h n olo g y
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 INDUSTRY:
Information Technology & Services
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
CONTACT: freewayconsulting.com info@freewayconsulting.com
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
FOLLOW US:
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.
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