La digital transformation comporta un cambiamento di leadership, un modo di pensare diverso, nuovi modelli di business ed un maggiore utilizzo della tecnologia per migliorare l’esperienza dei dipendenti, dei clienti, dei fornitori, dei partner e di tutte le parti interessate dell’organizzazione
Dobbiamo imparare a considerare la digital trasformation un cambiamento che non ha a che vedere solo con business, produzione e strategia, ma che esiste grazie e attraverso una risorsa sempre più spesso insostituibile: le persone.
E le persone non possono esimersi dall’aderire al cambiamento che riguarda il mondo.
Anzi devono cavalcare il cambiamento ed esserne protagoniste per avere maggiore potenziale nella capacità di rispondere alle sfide future.
Oggi parliamo di Digital Transformation con l’Amministratore Delegato di Teleperformance Italia Diego Pisa
La Digital transformation rappresenta davvero il volano per il cambiamento della società di oggi?
Se questa domanda fosse stata posta 12 mesi fa, chiunque avrebbe asserito, ma forse con un velo di scetticismo.
E’ bastato un virus di qualche micron per rendere invece tutto ciò già obsoleto: oggi senza digital transformation una azienda è fuori dal mercato, non ha più le condizioni per poter avere un ruolo non solo nel futuro ma anche nel presente.
Abbiamo assistito nel passato a fenomeni disruptive che cambiavano gli usi ed i costumi delle persone e abbiamo visto scomparire brand o prodotti che erano di uso quotidiano, ma li abbiamo sempre associati ad innovazioni tecnologiche con una velocità di cambiamenti dettata dal tempo necessario per far diventare quella tecnologia economicamente alla portata di tutti.
La pandemia è stato invece un evento istantaneo e la forzata necessità di cambiamento ha reso evidente tutto il potenziale degli strumenti già disponibili, alla portata di tutti: definiamola quindi un incredibile acceleratore sociale della digitalizzazione ed all’uso degli strumenti digitali.
Come sta affrontando questo cambiamento il Gruppo e quale sarà la strategia dei prossimi mesi in TPITALIA?
Il nostro Lavoro è quello di gestire interazioni per facilitare il rapporto tra consumatori ed aziende e tra aziende ed aziende. Abbiamo quindi una posizione privilegiata per osservare come le persone cambiano il modo di interagire tra loro o con le aziende e come le aziende si posizionano verso i propri clienti.
Questo è il motivo per il quale Teleperformance ha acquistato 2 anni fa INTELENET, una azienda indiana di customer care nata digitale con decine di migliaia di dipendenti e centinaia di consulenti digitali ed ingegneri, ed ha iniziato un processo di integrazione con tutte le filiali Teleperformance nel mondo, percorso che la pandemia ha solo velocizzato e reso prioritario in tempi molto più brevi.
Abbiamo così costituito a livello mondiale un gruppo di 100 manager under 45 con l’obiettivo di implementare un numero definito di progetti di trasformazione che coinvolgano tutte le filiali del gruppo.
Io ed altri 2 colleghi di TP ITALY GROUP ne facciamo parte, e questo risponde chiaramente alla domanda su quale sia la strategia dei prossimi mesi per TP Italy.
Quale il rischio e l’opportunità più grande che possono palesarsi?
Le trasformazioni hanno sempre un momento iniziale di resistenza nel quale chi è meno curioso, meno incline ai cambiamenti, tende ad opporsi al cambio di status quo facendo da freno.
Anche in questo la pandemia ha fornito un aiuto in questo senso: non c’è stato spazio per i dubbiosi, e’ stata una questione di sopravvivenza adeguarsi al cambiamento.
Io non vedo quindi rischi, sebbene nel nostro settore può insidiarsi il ragionevole sospetto che la trasformazione digitale significhi rendere impersonali le interazioni e rendere obsoleto il contributo degli esseri umani a favore di bot o robot. Ecco, questo è un dubbio da fugare immediatamente: la trasformazione nel nostro settore significa aumentare la capacità di dare valore umano nelle interazioni sfruttando la teconologia per fare in breve tempo e meglio operazioni che online richiedono molto più tempo fatte da un operatore.
Quindi vedo solo opportunità, e penso non solo al ruolo dei dipendenti che interagiscono con il cliente, ma anche a tutti quelli di staff che possono automatizzare con processi digitali la maggior parte delle loro attività quotidiane di reportistica, analisi, rappresentazione dei risultati.
Perché il primo cambiamento deve essere culturale?
Se si parla di “trasformazione” digitale e non di “sostituzione” digitale un motivo ci sarà, no? Non si tratta di sostituire persone con robot: in quel caso sarebbe facile.
La trasformazione digitale è un mindset diverso, è pensare a come rendere il lavoro quotidiano un generatore di valore per l’azienda, per i clienti e per i consumatori e non una semplice azione ripetitiva, indipendentemente dal ruolo che si ha in azienda.
Tutto parte quindi da ogni dipendente, non dal dipartimento IT.
Che supporto possono darti i Teleperformers?
I Teleperformers sono più che un anello della trasformazione, devono essere centro della trasformazione.
Devono quindi abbracciare le novità, essere curiosi, utilizzare tutti gli strumenti formativi che il gruppo mette a disposizione sulle piattaforme e-learning per essere sempre a passo con i nuovi sviluppi.
Come dicevamo è un tema di cambio culturale: il lavoro sta cambiando e questo è un fatto, e quindi essere pronti per le nuove sfide che dovremo affrontare.
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