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Three companies using IT for dramatic transformation

I used to work for a huge international business. Here was the management view of the IT department:

  • It is the assistance desk
  • It is a required evil
  • It is a cost to be cut.

Naturally, times have altered. Or … … have they?

Tom Webster and I had a terrific conversation on our Marketing Companion podcast just recently about exactly what it suggests to be “digital.” We went over the reality that in lots of companies, the IT Department is still a “cost center” and not tactically incorporated into marketing and sales functions.

Naturally IT still “runs” things. Innovation is kind of the blood gushing through our company’s veins these days. But if that’s ALL you believe, you’re missing the most profound marketing opportunity considering that tv.

Data centers don’t have to be physical locations anymore. Offices do not searching for to remain in a building. Communication with clients, students, and patients does not have to be face-to-face. A digitally transformed organization is re-invented, unrestricted by restrictions of processes, resources, and individuals.

Genuinely digital companies do not gather data, they unleash it in manner ins which develop new company models. As we will see in a moment, they can even utilize innovation making their business more intriguing and enjoyable.

Here are 3 examples of business selling makeup, automobile repair service, and health check-ups that are not simply utilizing IT to run things, however to using IT for dramatic transformation.


I had lunch with some of my students just recently and all they might speak about was how they loved Sephora, and they took out the app to show me. This cosmetics merchant’s dedication to digital transformation is more than skin deep. Innovation is driving growth, discussions, and client pleasure.

My students used their app to reveal me how a specific shade of lipstick looked on me. I and I have to confess, it looked quite damn excellent. They then shared my picture across their social networks networks, much to their delight and my dismay.

But their app can do so much more, it is a virtual shopping assistant, appeal specialist, and loyalty program:


Sephora’s dedication to technology is profound. They simply opened a digital innovation lab in San Francisco.

Believe about the implications for marketing transformation:

  • Sephora is directly collecting client information that can be utilized in hundreds of methods
  • They have day-to-day opportunity for product discovery and deals
  • They’re making cosmetics a conversational occasion


Firestone is best understood for tires however they are likewise utilizing big information to change their automobile repair centers.In this case, technology is where the rubber fulfills the road.

Replacing automobiles is still as much as an art as a science. There can be several causes for problems as well as the procedure of DISCOVERING the problem can be expensive. Firestone Service Centers fix millions of vehicles each year and they are using information from these repair works to create a diagnostic system that can expose the highest-probable reason for a problem for the particular make, design and year of any automobile, based on countless comparable repair services.

The specialist can access a basic interface to determine the most likely problem, based upon a statistical analysis, and an effective workflow (including the right tools and techniques) to get the client back in action for the least amount of money and the quickest amount of time.

The company is likewise utilizing this data, and the repair record of your vehicle to produce a personalized automobile care app.

Think about the beauty of this. Firestone is leveraging their size + vast information collection for new client value. The business repairs a great deal of automobiles and they are utilizing understandings from Big Data as a point of competitive differentiation.

Health Net Link

Health Web Link is utilizing technology to totally re-imagine healthcare delivery. Their technology option allows doctors to conduct total physical examinations remotely, cutting medical facility readmissions by as much as 70 percent.

Patients receive a touch-screen tablet (with a built-in camera, microphone and speaker and a range of wireless capabilities) that can help doctors monitor their condition without a personal check out.

The tablet has the capability to provide blood pressure and glucometer readings for monitoring hypertension and diabetes; a four-lead electrocardiogram; a weight/BMI scale; a portable oximeter for measuring oxygen saturation levels in the blood; a spirometer for assessing lung capacity; an ear thermometer; and a high-definition, sophisticated otoscope with numerous accessories to capture and send eye, ear, nose and throat images.

This is driving dramatic cost-savings and consumer convenience. The technology enables nurses to view as lots of as 20 patients a day via virtual house calls, compared with just four at home gos to a day if they were driving.

Exactly what are your preferred examples of how business are using technology to change things, not just run things?

This post was originally composed as part of the Dell Understanding Partners program, which offers news and analysis about the progressing world of tech. For more on these topics, go to Dell’s idea leadership website PowerMore. Dellsponsored this post, but the viewpoints are my own and don’t necessarily represent Dell’s positions or methods.

Illustration courtesy Toothpaste for Dinner

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