Digital marketing and e-commerce are now indispensable for commercial managers in the food business. At GROUP7, we experience this daily. In a series of articles, we’ll show you how to become a Digital Innovator, a front-runner who achieves better results through digital techniques.
In my my first article on Digital Innovators, I discuss the ‘first law of digital transformation’ : ‘Technology changes quickly, but organizations change much more slowly.’ Therefore, it’s crucial to be both digitally savvy and show strong leadership.
Customer Experience and Operations
Thesecond article covered ‘good practices’ in Customer Experience. This article focuses on Operations. Digitization of the operation ensures standardization and tight process control. But does this fit into a modern, innovative organization?
Standardization: A Necessary Step
Implementing CRM systems in marketing, sales, or customer service requires standardizing various processes. Without this, undesirable effects can arise, such as:
- Inconsistency and errors in data management.
- Frustration among colleagues.
- Delayed responses to customers and confusing communication.
- Complexity in training employees.
Standardization brings:
- Efficient collaboration.
- Unified focus.
- Reliable data.
- Uniform procedures for customer interactions.
- Consistent reporting.
Sounds great, right? But there are also downsides:
- Less autonomy: Sales professionals, in particular, value their freedom and flexibility. Standardization can limit this.
- Perception of bureaucracy:Standardized processes can feel slow and bureaucratic.
- Unnecessary difficulty:Without clear benefits, standardization can be seen as an unnecessary change.
Why Standardization Fits with Innovation
Research by Westermann shows that most Digital Innovators have highly standardized operations. Three key reasons are:
- Dual Focus: Efficiency in daily processes helps generate enough cash flow, which can then be invested in innovation. Since it’s often difficult to profit directly from innovations, Digital Innovators choose to innovatewhile running their existing business efficiently
- Creating Space: Standardization and digitalization create space for new activities. The time saved through digitalization can be used for innovation.
- Controllable Processes: Well-controlled processes make innovation possible. It’s challenging to innovate in processes that are always performed differently.
Practical Examples
- Email marketing: To personalize commercial emails flawlessly and send only to contacts with opt-in, clear mutual agreements are needed.
- Lead Follow-Up: Lead qualification and follow-up by different teams require standardized processes. So, who follows up which leads (marketing or sales), how, and within what timeframe?
- Customer Service: A good knowledge base helps employees accurately address customer inquiries and assists in generating reports..
Standardizing and Granting Freedom: A winning combination
Research shows that standardization is important for Digital Innovators. But more is needed. Both standardizing and granting freedom are crucial for digital transformation.
Digital Innovators give employees the space and resources to be creative without too many rules. They encourage entrepreneurship and proactive behavior, leading to new ideas and swift execution.
Successful companies find a balance between these strategies. They are efficient and consistent but also flexible and innovative. By organizing everything well, all parts of the organization work together towards common goals, while harnessing the energy and ideas of employees to seize new opportunities and tackle challenges.
Finally
The next article in this series on Digital Innovation will cover Organizing: What you can do to bring the organization along with your vision.
Want to learn more about becoming a Digital Innovator? Feel free to contact us.
Stay ahead with digital!