There is no doubt that the ability to adopt digital technology is becoming an integral part of everyday life, especially in the business world. But what exactly is digital adoption?
Digital adoption is the state in which people grasp digital tools and can use them to their fullest capacity. This differs from the term digital transformation, which is the process of rewiring the entirety of operations within an organization to fit into the evolving digital world.
A good example of this is car manufacturing. Back when the automobile was first invented, it was put together by human hands. As time went on, machines were built to take over some of these steps and workers had to understand how to use them (digital adoption). These days, cars are built almost entirely by machines and computer programs. The auto industry is one of many that has undergone a great deal of digital transformation.
In today's business world, digital adoption is dependent on factors like company vision alignment, software training, effective leadership, and more. Sadly, successful digital adoption is not the norm in many organizations today. According to Michael Gale's research on digital adoption (in collaboration with Forbes), 84 percent of companies are unable to successfully implement a tech-driven approach.
These numbers obviously cause many business leaders to question whether or not they should even bother with digital adoption. However, there is simply no fighting this trend. Here are four reasons why businesses need to look into the details of cohesive digital adoption.
1. Digital adoption training is flexible and personalized.
One of the leading causes of digital adoption failure is improper training. If employees do not understand how to correctly use newly implemented technology, or are unaware of additional features, it obviously limits the effectiveness of the program.
To guarantee a successful transition, business leaders must be strategic in their training and onboarding approach. Thankfully, technology is making on-the-job training more personalized and efficient by creating more engaging learning processes.
Effective digital adoption needs a solid foundation, so by using a tech-forward training system, employees will be more empowered and prepared for future changes. Using a robust software training system allows users to go at their own pace and learn through their preferred methods, which helps everyone utilize new digital programs to their fullest potential. By using tools that are designed to accommodate each organization, employees will receive the training they need according to their degree of involvement. So, employees who just need to know the basics can get an introduction to the system, while the IT department and upper-level execs get more hands-on training.
2. Digital adoption is a clear competitive advantage.
The best way for businesses to remain competitive in their industry is quite simple: offer a better customer experience (CX). Often, the CX is why people will choose one business over another, or it’s what keeps them coming back to the same brand over and again (regardless of the price).
Through the use of more digitally-driven programs, every department within the business has access to the data that is necessary for a more consistent CX. One of the best ways to get started on this is by incorporating a robust business process management (BPM). This means that everyone from the sales department, to customer service, to the marketing team has access to the information that is necessary for the company's CX strategies through one integrated digital platform.
Digital adoption in this day and age supports a far better online UX because many approaches are designed to link Big Data analytics with practical application. For example, offering web personalization is a priority for many e-commerce and online businesses these days. This is due to the clear benefits that come along with it (like higher conversion rates, better ROI, and customer satisfaction). A comprehensive understanding of customer datasets is necessary to support personalized experiences. This is why effective digital adoption is essential. It helps teams understand how to use systems that gather this data, analyze it, and apply it to practical and profitable marketing strategies.
3. Digital adoption supports a wider audience base.
Knowing who your customers are and where they’re hanging out (at least virtually) are two important questions that marketing teams are always looking to answer. Using digital programs based in Big Data and machine learning allows companies to dive deeper into the mind of their customers and understand them on a whole new level. This means they can potentially develop into broader markets, especially as more and more online businesses are expanding into global e-commerce.
Machine learning adoption supports stronger customer analysis because it offers four key benefits:
- Predictive analytics
- Smarter risk management
- Enhanced customer segmentation
- Supported individualized experiences
Understanding the tools and systems that use these details about your audience can reveal new segments of customers to be targeted, which translates to more revenue.
4. Digital adoption supports accelerated growth.
When properly used and implemented, digital adoption means that your business can do more in less time and with less effort. Thanks to technology, many common business processes can be automated, while tools like AI-powered chatbots can handle many of the mundane tasks that typically fall to overwhelmed customer service agents, freeing up their time for more important tasks.
Nailing down a strong digital adoption strategy can do a lot for businesses struggling to keep up with customer demand and internal responsibilities. To sustain a business along its growth trajectory, new programs and tactics will need to be utilized to support the evolving standards of the customer experience. The best way for companies that are experiencing periods of rapid expansion will find that adopting a digital-first approach will allow them to grow successfully.
Embracing digital adoption will require a change in perspective. Although technology is intended to make our jobs and lives easier, adapting to a tech-driven approach is not necessarily easy in and of itself. However, with proper training systems and a deep understanding of the benefits that digitally-driven processes provide, companies small and large can begin to make the changes necessary for a successful future.