When people think digital, they think about websites and promoting content on social media. So, they believe more marketing, but the primary goal is to generate high volume, high quality leads for the sales team. Digital Operations or DigiOps is leveraging industry-ready digital and automation technology. Companies apply them to business operations to provide seamless operational experience to the customer and improve operational agility of the organization.The core skill required for digital operations in Data Engineering. This knowledge is critical to linking the data from different processes within the organization with the data from other methods like marketing, sales, finance, and HR to improve operational insight.
What are the Benefits of DigiOps?
Product simulation techniques are being used to validate new designs and material types, that helps in decreasing the time required for the design process, and design tools also reduce the person-hours by automating the process which requires manual work. Automated picking and carrying of goods help decrease the cost in the warehouse and improves safety by eliminating human interference in the process. Vertical integration with suppliers is helping to optimize the work process and increases cost efficiency.Predictive analytics are being used to decrease the occurrences of defective products and improve the quality control of the Organisation. The predictive analytics recommends process change before the problem occurs. Advanced analytics are solving complex decisions relating to production, planning and supply chain networks, allowing companies to fulfil orders more dynamically and at a lower cost.Advanced robots are added to assembly processes. These robots do sophisticated work using the integration with Artificial Intelligence and vision systems. Forecasting tools enable cost-effective supply chain strategies. For example, by increasing forecast accuracy, a company shifted from make-to-order to make-to-stock as the basis for its supply chain. This change allowed the company to gain a significant lead time advantage over its competition.
What are the services provided by DigiOps?
Big Data Analytics
This Service analyses the significant amount of Real-time data of the Organisation's customers. This service allows the Organisation to analyze the behaviour of the costumers and predict their behaviour using statistics, simulations, and other techniques.
Analyzing Social Network Trends
This service analyses understands and learns from the customer's comments on social networking sites. The DigiOps service analyses the data from Facebook, Instagram, Twitter, LinkedIn, and other social networking channels and provide real-time statements.
Digital Operations Centre
In the Digital Operation Centre, all the live Application and Business data and the analytics related to the business's performance are integrated. The digital Operation's company usually provides a command centre to monitor the organization's digital production and the user experience of the company.
Machine-to-Machine learning proposition is designed to automate the complete analysis of the increasingly massive data using Predictive analysis. The Machine Learning proposition is created on the fact that Algorithms ca quickly learn what variables to use from the dataset to get the optimal result.
The digital framework synthesizes the three perspectives on operations-digital, automated, and smart.
The framework can serve as a diagnostic ("where are we today?") to assess an organization's current state of digital operations. The assessment can focus on one or multiple specific processes, or even the entire value chain, and evaluate each task along the three dimensions and their levels using the rubric in a given image. One could focus on assessing the digitization of the customer interaction processes which can collect customer input data to personalize subsequent process steps. "Bringing the customer interaction inside" the value chain and explicitly capturing how goods and services are marketed to the customer allows personalization of the product offering and price in real-time. For example, the Lemonade Insurance Company digitizes and personalizes the customer interaction during the selling and approval process of home and renter's insurance. The diagnostic can also be used to assess various internal operations, as well as outbound logistics or customer service processes. The Lemonade Insurance Company also digitizes claim handling by utilizing bots instead of insurance brokers.
Challenges Companies face while Digitizing the operations
So why do companies struggle to capture the benefits of digitization? These are the few main challenges companies face while digitizing:
Lack of change in management in the Organisation.
Postponing collaboration by functional departments across the manufacturing, supply chain, and engineering departments.
Organizations failing to invest in hiring employees having necessary technical skills, this leads to having significant skill gaps in critical roles such as data scientist and data engineer.
Companies deploy technology without a clear understanding of where to use the technology, and often companies fail to target their technology deployments to address specific pain points.
Five Steps to overcome the challenges
To overcome the challenges of DigiOps, companies need to take five steps. Truly understanding costumers: In any business, your costumers are your greatest assets. Getting to know your costumers is essential. Tracking, analyzing and interpreting customer behaviour and attitudes should be ongoing. This requires a wide range of customer data and sophisticated tools to analyze specific customer behaviour to spot opportunities and predict future actions.Delivering industry best customer service: There are so many choices for costumers in the market. So, what happens if costumers have a terrible experience? They stop business with the Organisation. Abysmal customer service can happen at any time. So, to meet customer expectations, the Organisation needs to map out each step that defines the entire customer experience. Marketing, sales, support, service, and operations play significant roles in many customer journeys. Order management and fulfilment are also equally important. The experiences enabled by these back-end systems decide the way a customer perceives a brand's ability to deliver on expectations.Investing in the right technology: Delivering on a single channel which continuously aims to improve customer experience, requires marketing technology that can automate the entire process, should be able to personalize interactions and coordinate actions. So, the technology needs to act as a bridge between customer experience and marketing operations.Implementing proper structure: Technology makes it easy to improve the customer experience, but it needs people, processes, and governance to work efficiently. The failure of setting up proper guidance for new technologies and how data will be shared across the organization may hamper the organization's ability to scale.Monitoring the data in real-time to success: Technology is now catching up to the holy grail of marketing, Now the technology can monitor, track, and manage the effectiveness of marketing investments. To be more productive, the technology needs to deliver insights very quickly, often in real-time. So that the business can act as planned.
The promises of DigiOps are not something very new. They are the same as always. The goal has always been operational efficiency. All these changes are made to achieve it. Companies still needed to do things more quickly and cost-effectively to stay in business.The good news is that almost all organizations are now in a great place to take advantage of Digital Operations. They have all the software available. These operations can quickly be taken advantage of by newer tech to make sweeping changes, at much lower costs.Companies are often in competition with enterprise applications. However, by the time companies have been running for a few months, the game has all but vanished. This happens because the organizations work with the users from day one when the traditional competition was still in planning.