Large companies have been on the path to digital transformation for a long time. For them, this approach turns into not only trial and error, but success and profit.
Examples of the best results from the implementation of such a strategy are given below:
UPS has solved two key problems through digital transformation: insufficient mail forwarding speed and the inability to track parcels in real time. The solution used is artificial intelligence and a deep study of all data.
Restaurant chain McDonald’s has applied artificial intelligence to its manufacturing process. She installed interactive sensor boards for self-formation of orders in establishments. A mobile application has also been launched as a marketing tool, which simplifies and improves the customer experience when ordering and receiving dishes. The company made decisions not only to meet the desires of fast food fans, but also to anticipate them.
“turbulence” in its niche, Domino’s pizza chain focused on customer feedback to eliminate any shortcomings. Surveys conducted among visitors indicated the dubious taste of some types of pizza and discomfort when ordering food. Complete information about the product from the mouth of the customer has become a pointer on the path to product improvement. And for the maximum convenience of visitors, the brand was among the first to provide them with the opportunity to track the progress of the delivery.
Service Dropbox has attracted customers through the Freemium system. People were offered to test the capabilities of the cloud for free and subscribe to a product that the user already knows and likes. This approach has allowed the brand to quickly build up an array of loyal customers who are willing to pay for what they are already confident in. At the same time, Dropbox retained the ability to use its storage without paying, and launched practical referral programs.
Netflix’s streaming content operators have shifted their focus to the online market just in time. This allowed them to beat competitors who continued to deliver DVDs by mail and did not venture into the online space. Today, Netflix offers personalized content to its users and guarantees them a positive customer experience.
The business model of the music streaming service is based on the interaction of employees from different departments. This helps specialists collectively develop unique and effective features for clients. Spotify also uses neural networks in the service to offer music lovers the most personalized selections and playlists. Artificial intelligence analyzes user behavior in the application and generates listening recommendations based on individual preferences.
ThePowerMBA training platform offers its customers not only a popular product (training programs), but also a convenient option for interacting with content. The opportunity to study disciplines for registered participants is open from any device and at any time. With the help of digital transformation, the company has reduced the cost of organizing lectures and remuneration of teachers, and it has provided its customers with the most convenient conditions for gaining knowledge.
For the Nike brand, digital transformation is about streamlining processes through deep data analytics. Improving the customer experience by building a branded app and launching online marketing campaigns helped scale online direct sales.
The Hasbro brand, which specializes in children’s toys and educational games, has concentrated on collecting and analyzing data on the target audience at a difficult time. It helped create effective online marketing campaigns. Hasbro has focused its efforts on the development of social networks, establishing communication with the parents of future owners of their wonderful goods. Here, the company’s specialists were able to study the expectations of the target audience – and justified them.
The Home Depot chain of stores in 2017 attracted about a thousand specialists to establish and optimize all internal processes, improving the quality of customer service for the company. They relied on online sales and offered users maximum convenience in such purchases. As the digital transformation strategy is implemented, the value of the company’s shares is also growing. Conclusion Investing in digital transformation is relevant for any line of business. Thanks to modern marketing and communications tools, it will be easier for both the start-up organization and the famous commercial giant to optimize processes by eliminating flaws in their own business model. Digital transformation is a process aimed at maximum customer centricity, which can be associated with wrong investments or wrong decisions.