Mirko Cuneo explains 3 golden rules for a successful Digital Transformation!
Everyone today is trying to tackle the Digital Transformation process , or should. Only the purchase of new technological tools for your company is not enough, you also need human resources prepared to use them in the right way. Furthermore, a renewed shared culture within the workplace and the direction of a good leader should not be underestimated.
We are pleased to talk about this topic with Mirko Cuneo , digital marketing expert and CEO of Nextre Engineering , an Italian company that deals with software development and web marketing strategies.
Mirko took over the company in May 2017 and in just over a year and a half he managed to bring the number of his collaborators from 5 to almost 90. Thanks to his management and his strong entrepreneurial spirit, he increased the company turnover by 294% and has also helped many of its customers to make the same growth path.
1) Hi Mirko, we would like to know more about your experience and your opinion on Digital Transformation for companies
I am happy to be able to address this topic which I consider very important in today’s market. First of all, I would like to point out that a digital company is fundamentally different from a traditional one. In the first, the customer is usually younger and more demanding, there is an explosion of data on which to analyze, technology is at the center and not just a support function. Furthermore, I would like to clarify that digital problems are interdisciplinary and the approaches adopted do not “work as usual”, in the sense that the strategy that is established must be monitored and improved over time. For these reasons, as mentioned above, it is the same figure of the company leaderwhich must change. It is no longer the simple – if you can say so – the figure of the manager that works, but must be complemented by leadership skills that allow you to act with respect to the situation, to manage your staff, to know what to do and how to do it in the way improve.
In Nextre I have created a work environment in which my collaborators are invited to express their opinion which, if valid, is taken into consideration. We have an open communication and, for my part, I try to convey to everyone my thoughts regarding the company and the way it is run. My goal, in this sense, is to have work teams that know exactly what results we want to achieve and I hope that the company’s victories are theirs too.
Entrepreneurs who fail to recognize that digital activities are radically different from traditional ones are at serious risk of failing their path towards Digital Transformation. First and foremost, entrepreneurs need to realize they need a new mentality and follow the rules to be successful in the digital world.
2) Thanks Mirko, you were very clear. You talked about the rules for Digital Transformation, do you want to share them with us?
Yes sure. Assuming that transformation is essential for any company that wants to progress, I am going to talk to you about what I believe are the fundamental principles for being able to achieve a successful Digital Transformation.
Rethink the business model
First of all, we need to rethink the business model, and what I have done in Nextre Engineering since May 2017 and that is what I recommend to my clients. It is advisable to integrate digital strategies into your marketing planbecause, if before the final customer was separated from the company area, now he is more and more used to direct and immediate interaction. New ways have to be tried to engage digital young people and get them in touch with your company. It is also necessary to rethink products or services, their method of delivery, prices, investments, etc. Using a different approach for your business can open up further and not yet tested opportunities which, if properly exploited, will lead to an increase in sales and the conquest of new market segments. And the rule that you have to act in time to be able to keep up with your competition also applies.
Focus on business and customer results
It often happens that we launch into the Digital Transformation process with massive and endless projects and it is easy to lose sight of what we have set ourselves. What I recommend, in my experience, is to start by setting KPIs (Key Performance Indicators) or indices to monitor the business performance process. For example, strategic prioritiesthey could be: increase digital channels, do more coss-sell or up-sell, improve customer loyalty. Furthermore, it is also good to focus on solving the critical points of customers, that is to think about what the company can do to be of help to consumers. Staying focused on getting business and customer results is helpful in keeping focused on the right goals.
Harness the power of data
Data from websites and social media is always extremely useful for both my company and those of my clients. These, if properly analyzed, help to understand many of the characteristics, desires and needs of their consumers in order to then be able to offer them increasingly personalized experiences or products. The use and correct reading of all the data that your company has can really be the secret ingredient for business success. During my work experience, I have seen companies with a large amount of untapped data. In 90% of cases it happens that we start analyzing all and how many data, without a specific direction, to try to draw ideas from which to make consequent decisions. Instead, it is better to use the reverse approach, that is, define the goal you want to aim for and take into consideration only the specific data that can be useful to achieve that result. It seems trivial, but it is easier to find the right path if you know where you are going than to wander around aimlessly hoping to find a perfect place.
3) A final professional tip for our readers?
Digital Transformation is a process of change which, as such, is inevitable that it leads to some upheaval, but it is not necessarily a bad thing. On the contrary, it is necessary to evolve in order not to let one’s business stagnate with the risk of failure.
In my work experience I have helped many of my clients understand what was the best way to grow their business. Transformation is the lifeblood of every company , large or small. So my advice is to start this journey without waiting for it to be too late. And if you do not know where to start, the best thing is to ask those who have experienced it before and who know what difficulties you can face. Every entrepreneur must think about the good of his company and to do so in this historical period he cannot fail to rely on digital.