We have emphasized the importance of the “digital DNA” of companies in many consultations, workshops and lectures. In this article, however, we refer specifically to a lecture given by our Founder & Lead Consultant Stefan at the OPUS CAPITA – Connect 2016 in Dortmund, at that time still held for Lynx-Consulting.
Essentially, it is about the fact that we are often called upon as consultants in companies that want to have the latest technologies and trends, but usually have to base them on completely outdated or non-existent IT structures. For example, we discussed the use of predictive marketing measures and the use of customer data with a global market leader for medical products. After a few minutes of discussion, however, it quickly became clear that the planned measures could neither be integrated into the existing CRM nor could the measures derived from them be implemented in the web shop.
This situation was exemplary for many companies that for years saw their IT only as a cost factor and not as a competitive advantage or innovation driver. In our opinion, stable system landscapes and innovative technologies are therefore not opposed to each other; in fact, they are mutually dependent!
And so when preparing customers for new e-commerce projects, we always look first at the “digital DNA” of the company to determine the basis on which we can build something. For this 3 factors must play together, e.g. to provide the ideal basis for an online shop:
If a company manages to keep these three IT factors consistently up to date and constantly adapt them to new circumstances, the best foundations are in place for connecting new extensions – regardless of whether it is an online shop, an app, a website or VR applications; data streams and data sources can thus be accessed, structured and flexibly used.
Do you have similar projects and are you wondering whether your company’s digital DNA is up to the task? Please do not hesitate to contact us, we will help you with the analysis and expansion of your systems.