From storing important information on a floppy disk to doing so in the cloud. From communicating an urgent matter by fax to sending it via instant messaging applications such as Slack. In recent decades, the transformation that companies have undergone in digital terms has been dizzying.
Beyond this hyper-digitalisation of communications and management processes, companies are also looking to adapt their business models to the technological innovation offered by artificial intelligence, big data, the Internet of Things and virtual reality, among others.
As the 2019 Yearbook of Spanish Cultural Action indicates, the new industrial revolution is driven by the application of digital culture, which offers the opportunity to transform business areas. Adopting this philosophy allows you to achieve more professional results that generate more impact, both in the working environment and in customer experience. For this reason, companies work daily to make sure that this new more technological way of understanding business culture is one of their key pillars.
This integration between technology and humans is fundamental to the future outlook of any company, as shown by Natxo Rodrigo, who works in digital marketing for the consulting firm Lanalden and focuses on improving the customer experience. In his opinion, companies must aspire to “maintain a good balance between people and technology, wherever the artificial intelligence that supports and enhances the skills of human workers may be”.
Users require “ever more resourceful and agile” solutions, continues Rodrigo. That is why the customer experience must be modernised, and a company that integrates disruptive services like robots to handle incidents will stand out as compared to those that do not. The fact is that “at the other side of the screen we should perceive professionalism and offer a satisfactory experience that is linked to innovation and, above all, differentiation”, outlines the expert from Lanalden.
In order for these changes to happen successfully, there must be a multi-directional approach in which all members of a company receive the necessary preparation, as can be seen in the Capgemini report The Digital Culture Challenge: Closing the Employee-Leadership Gap.
One of the most common obstacles is finding the commitment to follow new strategies. Generally speaking, according to this report, adapting to changes is complicated because the staff is focused on meeting their daily targets, and they do not consider it a personal obligation to be a part of the change towards digital culture. For this reason, it is important to promote the benefits of integrating these processes, so that all staff can embrace them.
New technologies are an indispensable asset to contribute value in any business. For Rodrigo, those companies that know how to adopt them quickly “are those that manage to establish themselves as a reference in the sector and are recognised by users as the most cutting edge”. Because of this, MAPFRE has committed to integrating open innovation and promoting digital culture with the insur_space programme, in which participants promote open knowledge in an environment that seeks to generate new solutions for the insurtech scene.