Core 4 Innovative

Beyond the PC: Aligning Strategy with Automation

As more small businesses wake up to the fact that they are competing in a global market, they are becoming aware of high-tech systems that promise to connect them to their increasingly dispersing customers. Not only that, the ability to manage a decentralized staff, automate workflows and evaluate sales performance in real time has, in part, prompted investments in automation to grow at two and a half times the rate of overall IT spending annually.

Unfortunately, small and large organizations face the same lackluster results once these technologies are implemented – little to no change in overall productivity. One has to ask: Why does it seem so difficult to realize operational improvements after all of the stakeholders have agreed on a solution?

Too often, companies throw technology at the business problem or opportunity without understanding the true problem or objective. The purpose of implementing most new technologies is to improve operations. However, if operational processes are flawed or archaic in comparison to your volume of business, then an automated system will do little more than expose  those weaknesses.

Another issue is that many companies buy more technology than they need, thus making their operations overly sophisticated and foreign. Decision makers should ask themselves how much automation is required and – after looking at how those technologies can improve efficiency – make the investment.

Lastly, no investment should be made without aligning the technology to the overall business strategy.  I went into a sandwich shop recently and discovered that they had a Facebook account and encouraged customers to visit it. This is fantastic … but unfortunately they had no website. There is no menu on their Facebook page; no prices, no product pictures, no operational hours and no delivery information. All that was there was a poorly designed logo and a $5 coupon. The power to route attention to their core business was diluted. Why did this happen? Because the owner thought being “modern” was the same as having a strategy.

Before investing in automation, look for ways to increase discipline around your current processes, then make strategic selections about which technology to use. Doing so will save you time, money and cause customers to be more satisfied.