Admittedly, “digitalization” is a term that describes an extremely broad field. It starts with reading newspapers on the Internet and does not end with electronic injection in the car engine. Digitalization can allow, facilitate and enable many things, but it can also complicate, make complicated and unrealizable many things. The fact is that digitalization is an integral part of our daily lives. The only question is how much digitalization we as humans can endure, or how and where we can benefit from it in practice.
As a digital agency, DeSight Studio® naturally thinks again and again about where the digital business field is developing. Trends become recognizable and adaptations of existing web presences become necessary. At the same time, the human element must never be disregarded in this equation. After all, it is people (users) who have to work and deal with technical developments and innovations. Here the limits of acceptance are reached very easily – or in other words: in order to be accepted, digitalization must be used intelligently.
In general, digitization is expected to bring monetary added value: lower costs, higher output, business intelligence, artificial intelligence, predictive analytics, robot banking and, of course, the much-quoted automation. But in daily life, both customers and employees (still) appreciate classic human-to-human communication, which differs in many ways from human-to-machine communication and interaction. Although technology is making enormous progress, empathy, emotion and intuition can hardly be substituted by digital algorithms. Gestures, language and intuition create trust, which forms the basis for business transactions. In the coming years, digitization will still be used as a supportive assistance – but the next development step is imminent.
From this point of view, the question is not whether digitization should be used, but how much digitization can be used – this threshold value will shift more and more towards automation. As always, this stocktaking begins with an analysis of the company’s own services and products. The question is in which market environment one moves, how much consultation is necessary and what value customers place on human interaction. In the course of an application for real estate financing and the reallocation of earlier loans around the establishment of a company, we will attach great importance to personal contact with the bank consultant. With the average Amazon order, on the other hand, we are even happy not to have any contact with the seller at all.
As is so often the case, the networking of man and machine – and digitization is nothing else – must take the middle course. Digitization must bring benefits, e.g. through:
Customer information that can be found more easily and used by salespeople.
Acceleration of processes in companies, if all participants profit from it.
More intuitive and easier use of new IT solutions.
Intelligent linking of automated and individualized contacts to prospects and customers.
Digitalization is not an end in itself, but a means to an end. It is people who work with it and whose needs, wishes and objectives must always be the focus of attention. This simple basic idea is at the same time a springboard for exciting further developments in the company’s own sphere of activity.