In Ecuador, 75.6% of the population has access to the internet, which has driven companies to evolve by adapting to new forms of consumption. Between 2019 and 2020, there was a 54% increase in online purchases with the average user spending $340 on online purchases in 2020. In addition, it is observed that 49% of users in Ecuador prefer to buy through WhatsApp, 44% by mobile applications and 35% on websites. Given this scenario, digital transformation is already a must for Ecuadorian companies.
At an event organized by CITEC, Javier Meléndez, Head of New Business Development at Opinno Ecuador, shared valuable strategies to improve business development in the context of digital transformation. Meléndez highlighted the need to adapt to technological changes in order to survive in today's market, where customers demand more services in less time.
To achieve a successful transformation, Meléndez highlighted the four pillars of digital transformation that drive all industries. These pillars are: omnichannel, which simplifies and optimizes communication channels to deliver superior customer experiences at any contact point; modularity, which enables a system architecture based on reusable digital building blocks adaptable to market changes; openness, by using open APIs to connect internally and with third parties; and intelligence, leveraging technologies such as artificial intelligence and machine learning to collect and analyze data and deliver highly personalized experiences.
Meléndez emphasized that organizational culture plays a fundamental role in the implementation of these principles. It is necessary to foster a change mindset and to promote the acquisition of new skills and services in the business environment.
Thanks to these four pillars, we can measure the company's digital maturity, that is, the progress an organization makes in moving from an initial point to a target point, in terms of its digital capabilities. Measuring digital maturity allows us to benchmark against an industry standard and improve products and services to add value to the market and ultimately achieve the organization's strategic objectives. In an ever-changing world, the ultimate goal of digital maturity is organizational survival.
Finally, Meléndez highlighted the close relationship between digital maturity strategy and Customer Experience (CX) improvement. Digital maturity involves measuring various organizational capabilities, such as project management, data management and digital talent capabilities, which are directly related to customer value creation. By having a higher level of digital maturity, organizations can react more agilely to changing customer needs and generate differentiated value in the marketplace. In addition, the customer experience becomes more personalized, as they are provided with more than just a product or service, but also a memory or an emotion.
You can watch the full presentation by clicking here.