Extract
Digital synergy is more than simply adopting new technological tools, it is making technology work for the company, and not the other way around. Maintaining this synergy in the long term allows companies to be competitive in an environment of constant change without losing their flexibility, eroding their culture and incurring unnecessary costs.
Contents
What is Digital Synergy? The Relationship Between Technology and Business
Digital Synergy in a Constantly Changing Environment: Staying on the Razor's Edge
The Benefits of Maintaining a Long-Term Digital Synergy: Greater Competitiveness
The Dangers of Submitting to Technology: Thinking It's the Only Thing That Drives Business
Digital Tools: Help or obstacle?
In today's digital age, technology plays a fundamental role in almost all facets of a company; from internal communication to customer service, through data production and analysis, technology is present. However, there is a fine line between using technology as a tool to drive High Organization Performance and allowing it to dictate how the business operates.
It is common to hear that technology is a business enabler. However, with the rapid evolution of digital tools, the cloud, artificial intelligence, and the internet of things (IoT), many businesses are overwhelmed by the pressure to keep up with technology. This can lead to excessive investment in technological solutions that do not necessarily add real value.
This reactive approach of following trends can lead to technology dictating how a company operates, which can create more problems than solutions. For example, an organization that implements an enterprise management system (ERP) without a proper assessment of its current capabilities and real needs may end up with processes that conform to technology, rather than having a technology that adapts to your processes.
What is Digital Synergy? The Relationship Between Technology and Business
Digital synergy refers to the balanced union between business and technology which allows it to be more efficient and competitive without losing the ability to innovate to adapt to the ever-changing circumstances of the market. This involves integrating technology into a company's processes, operations and culture to enhance its capabilities, not to replace or limit them.
In essence, digital synergy consists of making technology work for the business, instead of allowing the company to work for the technology. When a company submits to technology, it loses flexibility and agility, and in many cases, ends up sacrificing its culture and values. That is why it is essential to develop a strategy that overcomes the challenges in the implementation of digital technologies.
Many companies make the mistake of completely changing their workflows to adjust to a new tool or software, which can cause disorganization, disorientation, and resistance to change on the part of employees. At the time of adopting or creating business solutions and applications, potential users must be taken into account, know their needs and determine their capabilities. in order to integrate technology in a manner consistent with their work and in a manner consistent with the organizational culture.
In addition to this, it is essential that collaborators understand how to use technology effectively. One of the biggest mistakes companies make when implementing technology is underestimating the importance of training. It is not enough to install a new tool. Training should not only focus on the technical use of the tool, but also on:
How this integrates with existing processes,
How it makes people's jobs easier, and
How it drives overall performance.
Digital Synergy in a Constantly Changing Environment: Staying on the Razor's Edge
As in all areas of the organization, decision makers must always be willing to review and adjust their approach regularly as digital synergy is not a one-time process. Both business needs and technological capabilities are constantly evolving; The growth of the company may require greater control, and on the other hand, the technology becomes “obsolete” over time.
We must carry out periodic evaluations of the tools and systems implemented to ensure that they have the appropriate capabilities to work appropriately and agilely; and in turn, carry out assessments on technological maturity to know if we are ready to take the next step in adopting new tools and systems. That is why we must adopt a constant learning mindset to be best positioned to maintain digital synergy in the long term.
The Benefits of Maintaining a Long-Term Digital Synergy: Greater Competitiveness
When a company achieves and maintains effective digital synergy, the benefits can be profound and long-lasting:
1. Improvement in Operational Efficiency
Technology allows automate repetitive processes, which reduces the margin of human error and speeds up task execution. But when integrated correctly, these improvements not only increase speed, they optimize resources, resulting in a smoother, more efficient operation.
2. Greater Innovation
A company that has found its digital synergy is not afraid to experiment with new technologies. By being aligned with your objectives, technological innovations do not feel like a disruption, but rather a natural evolution. This creates an environment that encourages creativity and proactive problem solving.
3. Improved Decision Making
The access to accurate and well-organized data is one of the greatest benefits of a well-executed digital synergy. The technology allows companies to analyze large amounts of data in real time, improving the ability to make informed and strategic decisions.
4. Improvement in Customer Experience
Technological advances, when integrated in a coherent way, allow companies to offer better experiences to their customers. From more agile customer service systems to optimized e-commerce platforms, a digital synergy improves customer interaction and satisfaction.
The Dangers of Submitting to Technology: Thinking It's the Only Thing That Drives Business
On the other hand, companies that fail to establish digital synergy and instead submit to technology face several risks:
1. Loss of Flexibility
When a company adjusts to technology, instead of making it fit its processes, it loses flexibility. The changes become more complicated and expensive, since everything is conditioned by the limitations of the tools implemented.
2. Cultural Attrition
Adopting technology without taking into account business culture can erode the values and principles that underpin it. This can lead to frustration among employees, decrease morale, and increase employee turnover (silent or announced).
3. Unnecessary Costs
Adopting technology without a proper assessment of its need can lead to high costs without a clear return on investment. Companies may spend on solutions that do not provide real value or are simply not suitable for their needs.
4. Rapid Obsolescence
Technology is constantly changing, and companies that implement solutions without a clear strategy run the risk of their investments quickly becoming obsolete, forcing them to reinvest in more up-to-date solutions.
Conclusion: Who Dominates Who?
Digital synergy is a key factor for the success of companies in the current digital environment. By integrating technology consciously, aligned with the organization's objectives and values, companies can harness its full potential without losing their identity. On the contrary, those that submit to technology run the risk of losing flexibility, efficiency and cultural cohesion.
Instead of implementing the latest technology solution just because it's trendy, Companies must analyze how this technology can be integrated into their processes, improve their efficiency or expand their capabilities without losing its identity or purpose. The challenge is not simply to adopt technology, but to do so in a way that serves the company and enhances its ability to grow and adapt to the challenges of the future.
In the search for digital synergy, companies must also consider the ethical aspect of their technological decisions. This includes concerns about the data privacy and integrity, artificial intelligence and the social impact of certain technologies. Organizations must be responsible in the way they use technology, ensuring that it not only improves their operations, but also respects regulations and ethical principles.
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About Pablo Tellaeche (Author):
Owner and main consultant of TACs Consultores, Lecturer and University Professor; seeks to bring a true and positive Culture Lean and Digital Transformation to any company with which you have the pleasure of collaborating.
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