Digital transformation involves a change in leadership, a different way of thinking, new business models and a greater use of technology to improve the experience of employees, customers, suppliers, partners and all stakeholders in the organization .
We must learn to consider digital transformation as a change that does not only have to do with business, production and strategy, but that exists thanks to and through an increasingly irreplaceable resource: people.
And people cannot refrain from adhering to the change that affects the world.
Indeed they must ride change and be protagonists in order to have greater potential in the ability to respond to future challenges.
Today we talk about Digital Transformation with the Project Manager of Teleperformance Italia Vincenzo Giliberti
We talk more and more about Digital Transformation. What is it?
Digital Transformation is not a mere evolution of information technologies but represents a real positive transformation of the way of operating in all company areas, from top management to agents, with the support of innovative digital solutions that allow to digitize a series of activities and processes, increasing the speed and quality of the services provided. The brain and the heart of Digital Transformation are always people, to be involved, motivated and trained until they reach an adequate digital maturity. In the specific case of Teleperformance, then to root the Digital Transformation in a structured way we implement the T.A.P. â„¢, a fusion of our capabilities in the field of Technology, Analysis solutions and Process excellence. For example, technology based on the introduction of intelligent automation in our processes allows our operators to carry out their activities more quickly and intelligently, and integration with artificial intelligence (AI), predictive and interactive analysis. , allows us to provide solutions with high added value to our customers and at the same time to make us do our work better.
Why is it important and why is it a strategic asset in TP Italy?
I try to explain it with two concrete examples. In TP Italia we are developing and bringing into production some RPA, robot process automation, based on bots or virtual robots that automate some manual, repetitive and tedious activities, such as entering the same information in different systems or answering standard questions (via chatbot), giving the opportunity to our agents to focus on activities in which the human factor, with quality, training, dedication, empathy really makes the difference. Introducing RPA leads to an increase in speed in the management of telephone and back office activities, and a reduction in manual errors, with consequent improvements on E-Sat (employee satisfaction) and C-Sat (customer satisfaction index) . Furthermore, again in TP Italia we are working on predictive solutions that safely analyze large amounts of data in order to recommend our customers the best products and services and / or to be able to suggest to our agents the best “next move” to make in the interaction. with customers and thus improve operational performance.
What path has TP Italia taken?
Companies can design and implement Digital Transformation strategies in 4 main ways: internally, in partnership with Customers and Suppliers, with innovative Start Ups, with Universities. With a view to real and strategic open innovation, TP Italia is exploring and pursuing all these possible directions of innovation, starting with the implementation of the T.A.P. â„¢ described above and from the strong push that comes from TP’s laboratories and international centers of excellence, passing from synergies with our customers that we increasingly involve in process automation and analytics, from agreements with both global and local suppliers of technology ” avant-garde, with successful start-ups, up to interactions with universities and polytechnics, in particular in Rome and Puglia, with which we have consolidated relationships over the years for theses and internships, up to the conception and implementation of ambitious research projects and development.
We talk about Digital Mindset, about cultural change. Share?
I agree completely, Digital Transformation is first of all a mental and cultural change. Vivienne Benke defines the Digital Mindset as an integration between a cognitive component based on the breadth of knowledge that a resource possesses on digital technologies and measures how much it uses them in reality, and an action component, based on the acceptance or rejection of technology. digital. In summary, it is necessary to create digital skills and above all to want / be able to apply them in daily work reality. And in the concrete case of contact centers it is important to dispel 4 myths. The first is that DT leads to a reduction in jobs, while on the contrary it allows to focus on the enhancement of human resources towards added value roles, delegating trivial and repetitive activities to bots; the second that 100% of the processes can be digitized, while it is essential to define which processes it is possible and useful to transform and which are not; the third is that DT is only a reduction in costs, while it constitutes the way to provide a higher quality of services with less management times; the fourth is that the DT is focused only on the operational back office, while it is applicable, indeed we in TP Italy are applying it, in all areas and in all business processes, obviously with different methods and penetration.
What obstacles can we foresee?
Digital Transformation, like all great innovations, is often hindered above all by cultural and organizational factors, such as widespread skepticism except for a few “visionaries”, the fear of having to try a change and leave one’s comfort zone, self-referentiality, control anxiety, haste to implement, bottlenecks in organizations, objectives and methodologies often confused and approximate. We in TP are increasingly equipping ourselves to be able to overcome all these obstacles, planning change using the T.A.P. â„¢, placing digital transformation at the center of the attention of our resources, our customers and our suppliers, implementing innovative solutions that meet real needs and at the same time have a strong symbolic value.
The news increasingly approaches Covid-19 to the need to accelerate the DT process for companies that want to exploit the crisis as an opportunity and not be overwhelmed. Do you agree?
It is a fact that the consequences of Covid-19 are drastically changing the way we live, interact and carry out our work activities. Darwin often repeated that “the species that survives is not the strongest but the one that adapts best to changes in the environment in which it is found“. Well in TP Italia we are strongly convinced that Digital Transformation is not a trend or one of the possible choices but that it constitutes the greatest opportunity to survive in the constantly evolving market, accelerated even more in the pandemic and post-pandemic world and to position itself as a leader global in digital services to support interactions with customers. On the other hand, we can say with satisfaction that we have demonstrated our exceptional ability to adapt to change by managing the transition of operational activities from on-site to WAH – Work At Home!