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On the road to becoming digital native enterprises

Nurdianah Md Nur
Nurdianah Md Nur9/28/2021 12:0 PM GMT+08  • 6 min read
On the road to becoming digital native enterprises
Firms must integrate technology into all areas of their business to transform how they operate and deliver value to customers
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Becoming a digital native enterprise is a top priority for most, if not all, organisations today. This is no surprise as a “digital-native enterprise is able to scale its business and innovate at a pace that is an order of magnitude greater than traditional businesses”, says Mike Rosen, research vice president at market intelligence firm International Data Corp (IDC).

He adds that those organisations use “technology and data, built on an advanced digital business platform, to fuel more efficient operations, new revenue streams, and customer loyalty”.

However, there are no prescribed templates for digital transformation. Organisations should therefore draw inspiration from their peers on how to enhance their operations using technology. Here are examples that could help.

Fostering a data-driven culture with AI

Indonesian mobile service provider XL Axiata is relying on a self-service conversational tool based on artificial intelligence (AI) to democratise data and enable insights-driven decision making.

Employees can ask the tool business-related questions — such as revenue, number of customers, usage and consumption — in English and get the insights they need within five to 60 seconds, depending on the complexity of the questions. They can also perform factor analysis in seconds using an algorithm based on machine learning and AI technologies.

See also: DHL Express deploys AI-powered sorting robot in Singapore and South Korea

Additionally, they can be assured that the insights provided by the tool are accurate. This is because the tool is powered by Cloudera’s data platform, which consolidates data across the organisation to provide a single source of truth.

“The new tool plays a key role in fostering a data-driven culture in our organisation as it allows even non-technical users to utilise self-service analytics and make insights-based decisions quickly,” says David Arcelus, chief commercial officer of XL Axiata.

He adds: “With the time saved from having to generate ad-hoc reports and the actionable insights gained, we can spend more time on revenue-generating efforts such as developing more customer-centric services.”

Leveraging RPA for improved efficiency

South Korean multinational conglomerate Lotte Corp has deployed UiPath’s robotic process automation (RPA) platform to enhance its e-commerce operations.

Besides supporting Lotte.com’s product sellers, the Lotte e-commerce seller support team is also in charge of filtering out products that violate e-commerce laws or false and exaggerated advertisements.

Since most of the product descriptions for cosmetic and food products on the website tend to be images instead of text, two or more seller support team members had to manually review about 200 products daily.

By using a combination of UiPath’s RPA and Google’s optical character recognition, Lotte can depend on a single robot to automatically assess more than 350 product descriptions per day. As such, one robot can review up to 10,000 products per month, as compared to the 4,400 that a human employee typically handles. This has therefore helped improve operational efficiency and enable Lotte’s e-commerce seller support team members to focus on higher-value tasks.

Using CRM to deliver delightful customer experiences

Phoon Huat, a Singapore-based baking ingredients and equipment supplier, is using Salesforce’s customer relationship management (CRM) solutions to enhance the customer experience on its online store, RedManShop.com.

By powering RedManShop.com with Salesforce Commerce Cloud, Phoon Huat can deliver an end-to-end digital customer journey across sales and customer support. Customers can now shop for products, browse recipes, and sign up for baking classes on one platform.

With Salesforce Commerce Cloud, customers are able to search for products faster and more easily, and get order status updates via the website. They can also track delivery through email, and will be offered personalised shopping experiences enabled by Salesforce’s machine learning capabilities.

Phoon Huat has also deployed Salesforce Service Cloud to empower its customer service team to provide delightful omnichannel customer experiences. This will, in turn, help to maintain customer trust and satisfaction as it expands the business across Southeast Asia.

Besides that, Phoon Huat is leveraging MuleSoft’s services to easily integrate and unify data across its entire e-commerce experience while enabling its employees to integrate data and innovate at scale.

With all these improvements and complementary sales promotions, Phoon Huat’s CEO Shuichi Sato is expecting “a sales revenue that is equivalent to 10% of Singapore’s leading online shopping website”.

Sustaining growth with cloud

Indonesia’s technology group GoTo Group is tapping on Google Cloud as its principal technology partner to power its next phase of growth.

GoTo Group was formed earlier this year through the combination of Gojek — which specialises in ride-hailing services, logistics and digital payments — and e-commerce platform Tokopedia. It has over 100 million monthly active users, 2 million driver partners and 11 million merchant partners.

To support its expansion across Southeast Asia, GoTo will use Google Cloud’s secure and scalable infrastructure, leadership in data analytics, and advanced productivity and collaboration toolset to deliver their services more efficiently, optimise operations, and gain better user insights.

It will also leverage the capabilities of Maps, YouTube, Play and Google Marketing Platform to explore new frontiers.

Gojek and Tokopedia have been working with Google Cloud since 2015 and 2018, respectively.

Gojek currently uses Google Cloud to help power its advanced AI and machine learning platform. This enables data to be captured and analysed across Gojek’s more than 20 services, connecting millions of consumers with drivers and merchants in Southeast Asia.

By unlocking the power of data science, Gojek can apply scalable machine learning models to do everything it does — from optimising dispatch time and analysing driver utilisation and income, to delivering dynamic pricing and much more.

Meanwhile, Tokopedia uses Google Cloud to deliver a highly secure and frictionless shopping experience and turn new customers into return shoppers. This includes running major sales campaigns flawlessly on Google Cloud’s secure and scalable infrastructure, as well as leveraging its AI and machine learning technologies for demand forecasting, effective logistics delivery time and costing, and customer insights.

Tokopedia has also been leveraging Google Workspace to maximise enterprise-wide collaboration for over a decade. This has been especially helpful in enabling teams to stay productive while working remotely through the pandemic.

Photo: Unsplash

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