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Digital transformation in action: What does it mean for business owners?

6 September 2021 by Katie Lander

For most business leaders, digital transformation was the watchword of 2020. Whether it’s Microsoft Teams or virtual machines, companies everywhere looked to technology to stay in business through the disruption. In fact, 97% of businesses say the pandemic greatly or somewhat accelerated their technology change. 

This change, however, was more reactive than proactive. Now, as a business owner you must consider how digital transformation can safeguard your business interests in the medium to long term.

There are several ways cloud technology can help here, including saving costs, increasing agility and upgrading the customer experience with personalisation. In this blog we explore them in more detail.

Save costs and increase agility in the cloud

Digital transformation through the cloud has vast potential to upgrade and enhance the way you work and the service you deliver to your customers. That’s because it offers a much more agile approach to the technology you use, making it cheaper and easier to get the right technology when you need it. Here’s how it works: 

  • Respond quickly to changes – The cloud lets you change the technology and resources you use quickly, making it easier to adapt to changes in business requirements or consumer demand. 
  • The latest technology – Technology is updated automatically, meaning you always have the most secure and up to date version of the technology you’re using. 
  • Balanced and scalable costs – You only pay for the technology you use, meaning you balance your costs into a repeatable monthly subscription, eliminating unpredictable hardware purchases.


Through lower costs, better technology and a more agile approach, the cloud can help you provide a better service your customers and employees.

Revolutionise customer experience with mobile apps and platforms

The pandemic has created a revolution in customer experience. The need to avoid physical contact has led to many sectors being forced to adopt a digital first approach much more quickly than planned:

  • In healthcare, GPs and trusts everywhere have partnered with software developers to create customer-facing apps that reduce the need for in-person contact.
  • In retail, everyday brick and mortar shop owners took to eCommerce as a vital lifeline to continue trading.
  • In finance, banks are improving their digital services, enabling customers to complete transactions, queries and access their data without visiting a branch.

This means customer expectations are now higher than ever in almost every industry. Visitors to your app or website expect an end-to-end digital service, without latency, downtime or slow loading times. In fact, the average cost of an IT outage can be as much as $5,600 a minute.

Digital transformation means meeting these customer expectations – whatever sector you’re in. And at the heart of that sits cloud technology, enabling responsive and resilient customer apps that can be accessed from any device or location.

Increase customer loyalty with data-led personalisation

Over the course of the pandemic, customer expectations have soared, with 80% now reporting that they expect a better standard of service compared with before. The pandemic has been a catalyst for digital transformation, meaning more and more services are being digitised – and this is clearly reflected in customers expectations.

Just a few years ago, having a digital first approach was enough to retain customers. Now, it’s much harder to compete on this basis, because digitisation has become so ubiquitous. To guarantee customer loyalty, you need to take this to the next level, offering a unique and personalised experience for each customer.

Just a few years ago, the only businesses able to offer this customised experience were tech giants – companies like Amazon and Netflix who dominated their industry. Now, technology is available to everybody, so offering a market leading customer experience is easier than you might think. There are a number of ways the cloud can enable this:

  • Building and hosting data platforms to record vast data on how customers browse, the products they buy, and how they interact with your platform.
  • Accessing emerging technologies like AI and machine learning to automatically learn from customers’ habits and offer more targeted and personalised recommendations. 
  • Enabling this information to be collected, updated and analysed in real-time, no matter the location or device your customer is browsing from.

Data is now one of the most important tools in a company’s arsenal to keep customers and stay competitive. With the right cloud platform, you’ll have the tools you need to make maximum use of it.

Getting the cloud right

Whether you’re building virtual machines or customer apps, the cloud is central to digital transformation. But not all cloud platforms are built the same – and it’s important to choose the right environment to reach your business goals.