People First | The Changing Face of Digital

Oct 06, 2016

people first in digital age

No one can deny that we're living in the age of digital culture shock. It's entirely possible that 25% of the world's economy will be digital by the year 2020. That's up from 15% in 2005. With the rapid advances in technology and the changing face of the consumer, who knows where we'll be by the year 2025, or 2030, or 2050 for that matter? It appears that the metrics to predict the relationship between people and technology can no longer keep up in real-time.

There's no doubt that winning in the digital age looks very different from the early days of digital and prior. It was only two generations ago that the Mad Men era of typewriters and dictaphones were the premier office technology.

Unfortunately, many companies think it's enough to just have the right technology in place and they are giving little thought to the importance of putting people first. It's about more than understanding the needs and behaviors of customers, but the ability to evolve corporate culture to take advantage of leading technologies—and as importantly, embrace the new business strategies that those technologies drive. 

Accenture identified the following trends in their Technology Vision 2016 Report.

Trends Driving the New Face of Digital

  1. Intelligent Automation — Artificial intelligence is changing everything from how we search for products to how we build things. The true visionaries use intelligent automation to overcome the breakneck pace of digital change and maintain a competitive edge. Technology platforms that use artificial intelligence for things like merchandising a website and/or making product recommendations free up valuable team members to work on more strategic initiatives. People First: Is your staff tied up doing tedious tasks that don't add value?
  2. Liquid Workforce — Traditionally, job roles were fixed in place and employees worked toward mastering their skills in depth. Now the environment calls for breadth of knowledge over depth and requires a workforce that is agile, flexible and change ready. Technology is the clear way to enable workforce transformation. People First: How change ready is your workforce?
  3. Platform Economy — The giants like Amazon and Google are known for their innovation and ability to develop platform based business models and strategies that have changed the way we do business. You don't have to build your own platform to capitalize on technology's power; partnering with innovative technology solutions providers like Hawk Search is a practical way to compete and succeed in the digital age. People First: Does your existing platform enable your team to take your business to the next level?
  4. Predictable Disruption — Lines between industries are blurring, in large part due to technology. As more companies build or partner with industry platforms, the foundation for the next stage of technology and economic disruption is being built. Enterprises now have a line of sight to track new digital ecosystems, anticipate their impacts and adjust strategies accordingly. People First: Consider how emerging trends and disruptions will affect the people within your organization and manage change accordingly.
  5. Digital Trust — Intelligent automation and other technologies make things like personalization based on customer data and real-time behavior possible. But consumers are growing more wary of a retailers ability to keep their information secure. People First: Take the time to understand their customer preferences—both broadly and individually—in order to develop and maintain their trust.