Organizations in Brazil are making more efforts towards achieving digital maturity but board and staff commitment to such initiatives is still a challenge, according to a recent study.
The research carried out by IT outsourcer Capgemini and software firm Pegasystems suggests that companies are employing an omnichannel approach to better understand their own market trans and consumer needs: to that end, 63 percent of firms polled use the Internet in a significant way, while 57 percent use social networks and 53 percent use mobile platforms.
When it comes to the application of digital platforms such as mobile 39 percent of those polled use it to promote products and services, while 29 percent use mobile as a sales platform. For social media, use for promotion is at 46 percent, while 41 percent use it for customer services and 37 percent use it to improve brand reputation.
Big data and analytics also plays a crucial role in improving marketing strategies at Brazilian companies (46 percent) and for price optimisation (44 percent). Data analytics is being used by 36 percent of those polled to personalize communications, while 35 percent use it to qualify sales leads.
Even though digital transformation is becoming less of an utopia in Brazilian organisations, the Capgemini study points out that while firms might have a well-defined strategy in that sense, it is still hard to get commitment from the board to take projects further.
Other limiting factors cited by respondents also included the involvement and commitment of staff in geral to digital transformation projects, as well as being able to “sell” the changes and get people’s buy-in.
The study covered 150 C-level respondents from organizations from the consumer goods, retail, insurance and banking sectors.