Uno de los últimos artículos de McKinsey aborda el tema de los desafíos y actitudes que deben tener las organizaciones para sobrevivir en la era digital. “Para mantenerse competitivas, las compañías deben dejar de experimentar con lo digital, comprometiéndose a transformarse en negocios totalmente digitales”. La era de experimentación y prueba digital ya pasó; la era digital es hoy y ahora por lo que las empresas deben ir más allá de las declaraciones y adoptar de manera integral los principios y premisas de esta nueva era.
No es posible contar con la fórmula perfecta para adaptarse de manera adecuada y triunfar, pero los autores enumeran una serie de siete hábitos que les permitirá a las organizaciones adecuarse a la nueva norma:
1) Aspirar de manera irracional: los equipos de trabajo digitales deben pensar distinto: se debe ver a la transformación digital como creación de valor y no una manera de llevar a cabo determinadas actividades.
2) Adquirir capacidades: probablemente las capacidades que la era digital requiere no puedan ser obtenidas en su totalidad del interior de la empresa; en ciertas ocasiones se puede “mirar” a otras industrias y atraer talentos distintos. Los líderes digitales ponen el foco en capacidades distintas como elemento clave para el éxito.
3) Cercar y cultivar talento: se debe cuidar el equipo y talento digital, con sus procesos de trabajo y herramientas especificas. Evitando la contaminación o la estructura burocrática ya establecida.
4) Desafiar todo: las organizaciones deberán desafiar el status quo, desafiar las normas históricas que regían el desarrollo y preguntarse ¿Por qué? Se deben examinar todos los aspectos del negocio: los clientes, la cadena de abastecimiento, entre otros. En ocasiones las alianzas con industrias antes ignoradas pueden significar un punto de partida.
5) Ser rápidos y manejar información en forma abierta: en la dinámica del ambiente digital, ser rápidos y anticiparse a los cambios resulta vital, por lo que las organizaciones deben integrar fuentes de información en un sistema único accesible a toda la empresa para aumentar su capacidad de respuesta.
6) Seguir el dinero: la fuente de valor no siempre remite a los clientes: las organizaciones pueden obtener grandes réditos al enfocarse en procesos internos invirtiendo en herramientas que mejoren los procesos resultando en, por ejemplo, una reducción considerable de costos. Asimismo, la inversión en lo digital debe estar precedida por una etapa de investigación y selección de las áreas que pueden crear mayor valor.
7) Obsesionarse con el cliente: las crecientes expectativas de los clientes impulsan a las organizaciones a mejorar y cumplir con ciertos niveles de satisfacción de manera continua y a lo largo de todos los canales y puntos de contacto.
Fuente: “The seven habits of highly effective digital enterprises” – autores: Tunde Olanrewaju, Kate Smaje, and Paul Willmott – McKinsey
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