Professional Services
She adds that when professional services companies do invest in digital, they need to ensure they capture and manage the mass of data they generate effectively. Data must be in the right place at the right time to unlock opportunities from technology. Of course, better use of data also means more actionable insights that will benefit clients in the short- and long-term. Tom Amies-Cull, global chief operating officer, media at Dentsu International, says one of the biggest wins for his global company is that the business is now more integrated. This means its teams can offer clients a more consistent and innovative service. “You have to think of this whole process in a holistic way because digital transformation is fundamentally business transformation,” he says. “You have to start with the impact that any change will have on your people and your clients, and then link that to what you are trying to do as a business. This approach will make change much more manageable.” Dentsu International is currently rationalising its number of brands from around 60 to six, and digital tools are enabling the change to run more smoothly. Technology is being used to connect different teams and reduce some of the silos and local issues that existed before. As any business invests more in digital transformation, the efficiency savings in terms of money and time become more obvious. Yet, there have also been some big wins for professional services. Companies have moved quicker than some might have imagined to a system in which electronic signatures are used. This is saving time and improving a service provider’s revenues compared to the traditional system of printing or scanning. It is also proving to be a useful entry point when it comes to encouraging clients to interact more closely with providers online. This is certainly progress because, as Knowles notes, the broader professional services and business-to-business sector has been late to the party when it comes to moving clients to an online relationship. “To further encourage this over the next few years, we have to think about how we can add more value to clients digitally,” he says. What digital transformation has done is raise expectations of providers among their employees as well as their clients. As consumers, we have all become used to instant responses from business-to-consumer companies, and this is putting pressure on professional services firms to up their game. Digital transformation is also changing the culture of many companies, especially as people adopt hybrid working. Drake says digital technology has fuelled a change whereby people are now working quicker and have adopted more of a test and learn approach. “With digital tools people feel empowered to take a few risks in a relatively safe environment,” he says. “Clients are also responding faster and making decisions quicker.” This is a crucial point. Professional services companies and their clients need to be on the same digital page when it comes to technology and how they use it day-to-day. There will also be times when providers need to be agile enough to work within the constraints of their clients’ investment in digital so far, and arguably vice-versa. Ultimately when it comes to digital transformation, professional services companies need a clear strategy and to be able to set and communicate long-term goals. All companies will make a mistake or two along the way, but the secret is to learn from those so that the provider and its clients gain value from what should be an ongoing investment.
Expertise
Why professional services companies must invest in digital transformation
She adds that when professional services companies do invest in digital, they need to ensure they capture and manage the mass of data they generate effectively. Data must be in the right place at the right time to unlock opportunities from technology. Of course, better use of data also means…
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Expertise
Can we improve margins in the construction sector?
Construction is renowned for competitive pricing and tight margins, which the industry has been trying to improve for years. Faced with unique circumstances and complications other industries do not have, tackling these issues is not as easy as it seems on your own. In this 3-part series, we’ll be exploring…
Professional Services
Eurotunnel
Eurotunnel needed a complete replacement of their legacy Customer Relationship management system which was accessible from everywhere to improve commercial sales and negotiations with key accounts.