A new citizen, sophisticated and demanding

In one of the last posts, technology was spotted as a driver for social, economic, political, legal and environmental change.

Technology, as a tool to improve efficiency and competitiveness, can be regarded as an economic lever, responsible for 25% of GDP growth.

Avoiding to adapt to this new reality is not, therefore, an option. Due to its huge impact, the outcome is that citizen, client or consumer, becomes the center of everything instead of the product.

Current citizen’s profile has evolved in different areas in how she/he communicates, socializes or builds up an identity. This new citizen gets information through multichannel platforms, assuming a key role in debates and having an opinion about matters in which he/she might be interested. Her/his voice, amplified and critical, demands quick and quality answers, in a more sophisticated way.

This new situation rises a challenge as a new paradigm: the business management of the citizen in his/her role as client in the technological environment.

Technological revolution and dissolution of barriers between the physical and digital

Technology, whose progress is unstoppable, makes companies to have the need to transform both its organizational culture and operating performance. Hence digitization and cloud computing, the IoT and Big Data. Having a deeper understanding of costumers’ behavior, as well as segmenting them by ranges and categories, will become essential actions for the highest offer customization, to achieve steady increases in production and to reduce costs. To know and to segment will be the key verbs, conjugated through technological tools, that will transform the way we do things.

Digital revolution and its impact on social environment define a goal to improve efficiency (process innovation and business model that will be continually changing), more sophisticated interaction with customers and increase market niches (improvement in making decisions).

Currently there are no barriers between physical and digital world. Hence, social networks have given people the chance to talk to real people instead of doing so to machines. Thus, the human factor is displayed here through content marketing. Technology becomes more human in order to achieve an emotional bond.

Through a fast adaptation process data analysis allows improved decision making. It is about knowing how to be more efficient and what customers want and will demand in real time.

 

The need for global and interconnected talent

Within five years 7 billion people will have access to networks. Fully inserted in a global world, companies must adapt their supply and services to each country, because the world will be their market. They will need differential value proposals, both in price and specialization.

All these changes cannot be made without adequate staff, without the right talent. People, in their professionals of the XXI century role, must reinvent themselves to foresee these new needs (ICT, emotional marketing, strategic planning), with high doses of creativity and adaptability.

 

Millennials and sources of prosperity

But in order to generate this ecosystem changing the education system is needed. Therefore, this means a great chance for millennials: digital, native experts in technology, with strong values, collaborative, social and predisposed to share.

The digital age presents new sources of employment and prosper

ity that can be established as the basis of a new production model.