De acuerdo con las previsiones de la consultora IDC, junto con Microsoft, en 2021 el 50% de los ingresos de las compañías provendrán de la transformación de modelos de negocios digitales basados en economías de plataforma y monetización de datos, una cifra que ascenderá hasta el 80% en 2023. Para ello, IDC destaca cinco pilares que deben cambiar: transformación del liderazgo, de la omniexperiencia, de la información, del modelo operacional y de la fuerza laboral.
En este sentido, las organizaciones deben evolucionar hacia una plataforma tecnológica que pase a ser un núcleo inteligente definido por capacidades cognitivas como la analítica avanzada, la Inteligencia Artificial o el machine learning, todo ello apoyado en despliegues en la nube. Es fundamental que la relación entre las organizaciones y sus clientes sea a tiempo real, por lo que aplicar inteligencia a cada una de las fases del viaje de los consumidores a través de esta plataforma -desde la atracción por la marca hasta la prestación del producto o servicio- va a marcar la diferencia entre unas organizaciones y otras. De acuerdo con las previsiones de IDC, se estima que el mercado de experiencia del cliente en Europa Occidental crezca en 2020 cerca de un 9% hasta alcanzar los 94 mil millones de euros.
Además, tal y como afirma Ignacio Cobisa, Senior Research Analyst, “las tecnologías cognitivas tienen la capacidad de evitar la existencia de silos de información dentro de las organizaciones, transformando la información en insights de negocio que potencien las capacidades comerciales, permitan identificar tendencias y anticipar oportunidades”.
En la misma línea, el estudio también explica que anteriormente las empresas podían comenzar a beneficiarse del uso de la analítica avanzada solo después de que adoptasen todas las categorías de analíticas anteriores, algo que limitaba las oportunidades de éstas. Sin embargo, ahora con la Inteligencia Artificial se añade valor a cada una de las capas de análisis de datos, permitiendo automatizar tareas específicas y mejorar las actividades relacionadas y el proceso general de apoyo a la decisión. De hecho, la inversión en automatización de procesos en Europa crecerá a una tasa del 35% hasta 2022, según informa IDC. En España, incluso por encima de esta tasa.
Para conseguir datos conectados, análisis empresarial y orientación sobre la mejor manera de utilizarlos, Microsoft propone su solución de valor Dynamics 365 que conecta y estandariza las fuentes en un solo lenguaje, crea un repositorio homogéneo y facilita la analítica a través de modelos predictivos basados en Inteligencia Artificial. Permite, en definitiva, transformar la información disponible en customers insights.
“Los sistemas de gestión ERP tradicionales están cediendo el paso a soluciones holísticas como Dynamics 365 que posibilitan una mayor flexibilidad a las empresas”, reitera Juan Chinchilla, director de la Unidad de Negocio de Business Applications de Microsoft en España. “En este nuevo contexto, el dato proveniente de distintas fuentes es el protagonista. Por ello, la visión unificada de éste facilita un mejor análisis y representa una ventaja competitiva para las organizaciones”.
Así, gracias a su Inteligencia Artificial y machine learning, Microsoft ayuda a las empresas a optimizar sus procesos y su forma de hacer negocios, a amplificar el ingenio humano con herramientas inteligentes que aportan conocimientos útiles, y a encontrar nuevas maneras de mejorar la calidad de los productos y servicios, ofreciendo un nuevo valor a los clientes.
Fuente: https://revistabyte.es/
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