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Khách hàng và những vấn đề đặt ra trong câu chuyện số hóa doanh nghiệp

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Đề tài này tập trung phân tích vai trò của khách hàng trong quá trình số hóa doanh nghiệp; các vấn đề có thể gây ra cho doanh nghiệp khi thực hiện số hóa cũng như các yêu cầu mà khách hàng đưa ra. Để hiểu rõ hơn mời các bạn cùng tham khảo nội dung chi tiết của bài viết này.

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  1. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 CUSTOMERS AND ISSUES RAISED IN THE STORY OF ENTERPRISE DIGITALIZATION KHÁCH HÀNG VÀ NHỮNG VẤN ĐỀ ĐẶT RA TRONG CÂU CHUYỆN SỐ HÓA DOANH NGHIỆP Hoang Ngoc Oanh - PhD. Student of Foreign Trade University Dinh Thuy Bich, MA - Thuongmai University oanhhn@gmail.com Abstract Digitalization of enterprises, especially small and medium-sized enterprises - vulnerable groups to social, political and economic fluctuations is a story that has been mentioned in recent times especially when the COVID-19 brings physical approaches to zero and online approaches rising. Talking about digitalization of enterprises refers to financial resources, human resources, building digitization capacity, leadership capacity, opportunities, challenges that enterprises have to face up with, global trends... and it is impossible to forget mention customers - the key factors of success or failure for enterprises. Within the scope of this study, the authors will focus on analyzing the role of customers in the process of digitalization of enterprises; the problems may cause to enterprises when taking digitizing as well as the requirements that customers bring to. Based on these analyzes, the re- search will provide the opinion and solutions to help enterprises retain customers and increase customer experience after digitization. The study can also be used as a document for further re- searches on digital transformation in small and medium enterprises. Keywords: COVID-19 effects, customer behaviour, digitalization in Vietnam. Tóm tắt Số hóa doanh nghiệp, đặc biệt là doanh nghiệp nhỏ và vừa - nhóm dễ bị tổn thương trước các biến động kinh tế, xã hội, là câu chuyện được nhắc đến trong thời gian gần đây, đặc biệt khi COVID19 đưa phương pháp tiếp cận vật lý về con số 0 và phương pháp tiếp cận trực tuyến ngày càng gia tăng. Nói đến số hóa doanh nghiệp phải nói đến nguồn lực tài chính, nhân lực, xây dựng năng lực số hóa, năng lực lãnh đạo, cơ hội, thách thức mà doanh nghiệp phải đương đầu, xu hướng toàn cầu ... và không thể không nhắc đến khách hàng - yếu tố quyết định thành công hay thất bại cho doanh nghiệp. Trong phạm vi nghiên cứu này, nhóm tác giả sẽ tập trung phân tích vai trò của khách hàng trong quá trình số hóa doanh nghiệp; các vấn đề có thể gây ra cho doanh nghiệp khi thực hiện số hóa cũng như các yêu cầu mà khách hàng đưa ra. Trên cơ sở các giải pháp này, nghiên cứu sẽ đưa ra các quan điểm và giải pháp giúp doanh nghiệp giữ chân khách hàng và gia tăng trải 675
  2. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 nghiệm khách hàng sau khi số hóa. Nghiên cứu cũng có thể được sử dụng làm tài liệu cho các nghiên cứu sâu hơn về chuyển đổi số trong các doanh nghiệp vừa và nhỏ. Từ khóa: Từ khóa: tác động của COVID19, hành vi khách hàng, số hóa tại Việt Nam. 1. Introduction 1.1. Research rationale Under the impact of the 4th industrial revolution (4.0) which is taking place strongly, digital transformation is an irreversible trend, enterprises will sooner or later stand behind, lose their competitive advantage if being out of this trend. According to a survey made by IDC in 2018, nearly 90% of enterprises have started digital transformation with different steps from learning, researching and implementation. More than 30% of business leaders who were surveyed consider digital transformation as a vital issue, brings efficiency in many aspects such as customer under- standing, increasing productivity and accelerating creativity. According to Gartner research, four (4) big factors driving digital transformation businesses include: (1) Surprising digital technology brings many potential values to businesses, creating prod- ucts and services that have never been seen before; (2) Increasing Customer Expectation: Today, customers expect 24/7 support whenever they need it with a personalized experience. Digital transformation is the key for businesses to meet customer expectations; (3) The necessary con- dition to conquer a new generation of customers: Gen Z - the young generation accounts for 32% of the world’s population, proficient in technology and open to new innovations and inventions. Digital transformation will be the springboard for businesses to support this generation of poten- tial customers; (4) Return on Investment (ROI) of digital transformation: According to Avanade research in 2019, businesses that successfully perform digital conversions can expect 17% of re- turn on investment in the next year. It can be seen that the main factors driving digital transformation businesses are “cus- tomers”. Customers here are both the driving factor and beneficiary of the digital transformation results and also the most accurate assessment object of the digital transformation of the business. A business that transforms successfully is one that retains old customers and attracts new cus- tomers. With the rapid change in technology and competition from competitors in the market, cus- tomers have more and more choices for their experience when the supply of goods and services are increasingly diversified in wide channel distribution and good after-sales service ... That con- venience to customers means creating pressure on businesses to be better, more secure and safe services for guests. It can be said that, in addition to solving problems of human resources, tech- nology, thinking ... in the digital transformation process, businesses must also focus on better sat- isfying customers’ requirements if they want to be really successful. Determining the customer’s position in the digital transformation story of the business as well as the problems that will arise in the digital transformation can happen to customers and im- 676
  3. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 pact customer behavior are necessary and vital to each business. Thanks to this problem, the au- thors selected the topic “customers and issues raised in the story of enterprise digitalization” for research and discussion. 1.2. Research objectives In the scope of this study, the authors focus on analyzing the role of customers in the digital transformation process of the business and customer-related issues that will impact and set re- quirements on the business. Basing on this, the study will provide suggestions and solutions for businesses in customer retention, increasing customer experience during the digital transformation of businesses. 2. Literature review, theoretical framework and methods 2.1. Literature review Digital transformation and digital transformation process have become more and more pop- ular not only in production and business but also in academia and research, where technology has been impacting all aspects of our country’s economic and social life. From the research perspective, digital transformation is mentioned relatively fully in three groups of content: concepts related to digital transformation, factors that affect the transformation and the number of transformation processes, of which few have mentioned the “customers” factor in the digital transformation story. Conceptually, the term “digital transformation” has many different definitions and the avail- able research papers mainly come from the English original “Digital Transformation”. According to Gartner, “digital transformation is the use of digital technologies to change business models and create new opportunities, revenue and value”. From Microsoft’s perspective, digital transformation is rethinking how organizations gather people, collect data and processes to create new values. In Vietnam, digital transformation in organizations and enterprises from FPT’s point of view is understood as the process of changing from traditional models to digital enterprises by applying new technologies such as Big Data, Internet of Things (IoT), cloud com- puting (Cloud)... change the way of operating, leading, working processes, corporate culture. Regarding the factors affecting digital transformation, currently discussions or evaluations are still at a preliminary level and still controversial. However, even at a preliminary level, the customer factors have been mentioned relatively fully. In the National Digital Transformation Program, there are 7 basic factors affecting “digital transformation” including: Digital infrastructure, digital platform system, innovation, changing skills for workers, belief in the digital environment, promoting social prosperity, promoting com- petition, and improving investment and business environments. For the digital transformation process, there are currently no specific studies that give a general digital conversion process that is differentiated according to the characteristics of each type of business, however studies both emphasize the customer factor and the importance of cus- tomers to the digital transformation of the business. 677
  4. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 In Building an effective digital transformation strategy, VCIO Vietnam believes that a “Dig- ital Transformation” strategy consists of 5 steps: Vision building: Enterprises need to determine the vision and goals that they want to achieve. Building a vision bases on both long-term and short-term goals, sticking to reality. Market analysis: In the face of rapid changes in the market and technology, extensive mar- ket analysis is an important step in building a suitable “Digital Transformation” strategy. Experience design: The core that are brought by “Digital Transformation” not only new technology but also the experience that technology brings in. Fulfill the needs, improving cus- tomer experience are the decisive factors for the survival of businesses. If they don’t change and adapt, they will be left behind. Up to 93% of business leaders believe that customer experience directly affects the success of a business (actual experience). Besides, the experience of corporate human resources also needs special attention. Applying technology to management and work helps employees to work faster, increase productivity and efficiency of the company. Assess the situation: A company cannot thrive without clearly defining its position, re- sources and capabilities. Enterprises need to know where they are in reality, then assess digital infrastructure, analyze applied technology platforms, prioritize where to complete, solve problems to direction and make “Digital Transformation” for the best. Adjust infrastructure: Enterprises need to form a group of capable professionals, build up skilled human resources that can respond to future changes. Build a new digital corporate culture in parallel with transformation processes. In another perspective, the Vietnam CEO Insight 2019 report mentions three main steps in digital transformation and focuses on customer factors, including: Seize new digitization opportunities: Taking advantage of big data sources, cloud services, M2M / IoT services to create growth and development opportunities in the segments of the enterprise. Revolutionize customer-based digitalization: satisfaction measurement, improving cus- tomer experience with company products and services and optimizing customer roadmap design. The enterprise digitizes the business, sets up detailed plans and strategies for multi-channel sales, online sales, and digital carrier design. From there, analyze and deploy customer analysis plat- form, profit from the collected data. Change culture and embrace digitalization. It can be seen that for each industry there will be a separate “Digital Transformation” process to suit the growth of that business and they are all different combinations of smaller steps and contribute to the results of “Digital Transformation”. However, regardless of specificity, cus- tomer factors and customer experience are still common issues that businesses need to care about. 2.2. Theoretical framework and methods To perform this study, the authors mainly choose qualitative research methods. Qualitative research at the desk is used to synthesize and analyze requirements, customer psychology and the effects of digital transformation on customers as well as the requirements that customers place 678
  5. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 on the business in the experience. the reality with the goods and services that the business pro- vides. Through such analysis, the authors have a basis to propose suggestions and solutions to businesses to satisfy customer requirements and retain customers in the digital transformation process. 3. Results and discussion 3.1. Customers and the role of customers 3.1.1. Customers definition Any business that wants to survive and develop in the market for a long time, the first thing is to have an existing set of customers, so the business needs to meet the wishes and requirements of customers because they are the vital factor of the business. Customers are very important to every business. Therefore, all businesses are looking for ways to retain and attract more in many ways. In increasingly fierce competition, satisfying the needs of customers is the most important. This activity will help businesses to promptly grasp and meet the arising needs of customers. So before deciding to satisfy customer requirements how, need to define who the customer is. In a narrow and conventional sense: The company’s customers are those outside the busi- ness who buy and use the company’s goods or services. This understanding is correct but not complete, because it does not take into account the customers who are investors, regulators and employees working in the business. In the general sense: Regarding customer care, we can define customers as follows: “Cus- tomers are the ones we serve, whether they pay for our services or not”. This second definition, although there is a downside is to underestimate the purpose of business to achieve profit, but has covered all types of customers fully. In general, the customers of the business are very diverse. To meet the needs of customers, businesses need to classify customers to have policies suitable for different groups of customers. But in this section we divide the customer into two main groups. These are internal customers and external customers. External customers (Often called by clients): - They come from outside who buy goods or services from a business. They include the following 3 subjects: + Users: Are individuals or organizations that actually use the enterprise’s products or services. + Buyers: Are the people who collect information about products, choose, make buying decisions and pay. + Beneficiary: Individuals or organizations that benefit (or are affected by) from the use of a product or service. - Enterprises must pay attention to all 3 of these objects because the purchasing decision process from the stage of awareness of demand, searching for information and evaluating the plan leading to buying decision has the impact of all users, buyers and beneficiaries. 679
  6. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Internal customers (internal customers): - Are all officers and employees of an enterprise, who are working for the enterprise and enjoy benefits from that enterprise. Thus, everyone in the business has customers, either internal customers or external customers. And the mission of each person is to meet the needs of customers, make customers satisfied. It should be noted that: in any business, outside customer service is always the highest pri- ority. However, if the internal customers are not taken care of, then there will be no promotion or encouragement to outside customer care. Therefore, businesses must coordinate the service of both external and internal customers simultaneously. 3.1.2. The role of the customer No business function is as important as customer satisfaction. The customer neither sell products nor participate in long-term strategic plans, attract potential investors, seek to finance the operation, but the customer always plays the most important role in the operation of enterprises. - Customers play an important role in helping businesses improve products or services: Customers are direct users of products and services and have practical experience of the com- pany’s goods - services. They are the object that will give the most accurate and objective reviews for products and services, as a basis for businesses to improve products/service. Customers play a central role in improving the company’s operations because they can tell the business what’s good or bad in the operating process, so that the business can formulate a business plan to provide the product or service as customer requirements. - Factors that help businesses make strategic plans: Customers play the role of consumers of products and services who bring profits to the business; deciding what to produce: business model, quality, quantity, price ... these issues cannot be decided by the business but depends on the needs and tastes of customers. From there, businesses can decide to invest, build production and business scale to suit their capabilities and meet the needs of the market. - Giving profits to the business: Customers help companies create profits, the economic fuel needed to run a thriving business. By purchasing the company’s products and services, the customer will pay the company a fee to obtain that product or service. - Customers are the most effective sellers for the business: The sales department in the company is a pioneering force, extremely important in bringing income to the business. Often times this force has many difficulties when dealing with new customers, difficult customers but can solve the problems in the simplest and most effective way if there is recommendation from customers who use goods and services. 3.2. Digital transformation trends and customer reception In business, digital transformation is understood simply as integrating technology into changing business models to create a breakthrough in cost - efficiency calculation; narrowing the gap between customer expectations in the digital environment and the real values that the 680
  7. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 business brings; comprehensive change in leadership thinking and style; encourage the develop- ment of new business models based on technological breakthroughs, thereby enhancing the ex- perience of all personnel, customers, suppliers, business partners to the Board of Shareholders. From customer perspective, digital transformation in a business is the application of new inventions to perform core tasks differently to optimize internal process efficiency - for example, application marketing automation into customer care ... and / or testing various options to find new opportunities from external influences - for example: new business models, new processes, new tools in Covid’s time ... According to research by McKinsey, the world’s leading business consulting firm, rigid traditional operating models face major challenges due to the impact of the fourth industrial rev- olution. The business environment changes rapidly and the needs of customers, suppliers and business partners continue to increase. Besides, investors also require higher profit margins, while the pressure from competitors has not decreased, which forces businesses to quickly break through. In fact, the traditional operating model is becoming more and more outdated in the digital revolution. In addition, heavily affected by the Covid-19 pandemic, businesses have a comprehensive balance of supply and demand, broken supply chains, and distribution channels are delayed, all of which cause a financial decline, serious cash flow decline. After the pandemic, customers’ consumption and business habits also changed, the requirements of social gap set out the require- ments of businesses to change, and there was a transformation to adapt to the needs of customers. In that context, the business operation model is required to change to accurately respond to the speed and demand of the market. The flexible, digitalized operating model is being con- sidered by major consulting firms in the world to be an inevitable trend of the future. According to McKinsey experts, flexible operating organizations can quickly navigate the total force from daily production - business to a “wartime” model to catch up with market trends and cope with instability due to pandemic. Many people think that a flexible and fast-growing enterprise will have many uncertainties. While reality proves that a new type of enterprise, not a machine but an entity with a strong “backbone” system, can combine both goals: stability and flexibility. This backbone connects structural stability - the business processes - with cultural stability - when all members stick together for a common goal, orientation and values. On the other hand, this model also contributes to increase the flexibility of the business, helps the organization quickly respond to continuous changes by making flexible changes in strategy as well as estab- lishing anti-responsive groups. immediate response. There are five elements that businesses need to focus on to flexibly operate, that is, chang- ing strategic thinking; business restructuring according to the radial model; process optimization; improving human resource performance; and investing in technology. In particular, digitizing operations is the first and smart strategic step for businesses to create a distinct competitive ad- vantage, streamline and optimize inherent operating apparatus. With a consistent and solid investment in technology, businesses can quickly speed up re- 681
  8. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 structuring, optimize productivity and reduce costs and time. Digital transformation helps busi- nesses optimize operations, thereby cutting costs up to 60%, saving 30-70%, even saving up to 90% time in some processes compared to before digitizing. This is also a factor that helps busi- nesses be ready to adapt to the new wave of crisis as well as grasp opportunities for post-epidemic recovery and breakthrough. 3.3 Customer experiences resulting from digital transformation 3.3.1. Positive experience As analysed in the concept section, customers are understood as customers inside and out- side of the business, and these two groups of customers are both affected and experienced with their own digital transformation. With customers in the business: - Narrow the gap between departments and divisions in the enterprise: When applying dig- ital transformation, the information link between departments and divisions in the enterprise is connected with a unified technology platform. Each department still has its own software to serve the profession but can still communicate with other departments through the internal communi- cation system. This will help the problems arising in the business to be solved as soon as they happen, helping the operation of the business to not be congested for unknown reasons, causing negative impacts on the business, such as customers are delayed, sales are reduced, ... - Increasing transparency and efficiency in the corporate governance system: Joining the digital transformation process, the CEO of the enterprise will be able to proactively and easily access reports on the business activities. All activities of the business, such as: employee recording sales, human resource fluctuations, customers learning products will be shown on the business administration software, this will help reduce delays, help CEOs manage their businesses more efficiently and transparently than before. - Optimizing employee productivity: Digital transformation will help businesses maximize their employees’ working capacity in the company. Because of low value-added jobs, the system can be automatically executed without the need to pay for employees, while also helping em- ployees have more time to improve their expertise and service, performing other important jobs. Digital transformation also helps managers easily evaluate the quality of each employee through reported data received at the end of the day, weekend, month or quarter. - Enhance competitiveness: If businesses own a digital platform, they will be able to deploy and operate the business efficiently, accurately and with quality. Because digital operations and management solutions will increase efficiency and accuracy in decisions of businesses. At the same time, digital transformation also helps businesses improve their competitiveness with other businesses in fast interaction with customer care and service policies, ... - New technologies allow people all over the world to communicate easily and conve- niently. Up to 79% of employee in worldwide work together on virtual teams. This helps them connect more closely, ensuring to help each other in work more effectively. This connection is even more effective than we think. Any newcomer can participate in the conversation thanks to 682
  9. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 the internet that machines can communicate with each other, machines can communicate with humans. Technology 4.0 brings a lot of potential and great opportunities for businesses. For customers outside the business: - Digital transformation is gradually making an impact in life when it is possible to expe- rience more convenient and quick public services or services provided from businesses. Trans- actions such as banking, shopping, ... can be done online without having to go to the place. - Convenience in living services: Our lives are equipped with intelligent support service systems, which support us to perform tasks in our life in the most efficient and intelligent way. Living services play an increasingly important role in our daily work. For example, it can coor- dinate, schedule our trips, give advice, make decisions, recommend work, study, include recom- mendations or assist with workload management daily. That saves us a lot of time and effort by assigning tasks such as coordination, research or data analysis to the respective living services. - Covid-19 also helps consumers to realize the importance of digital transformation, because during the period of social isolation, consumers are forced to limit their outgoing traffic, all trans- actions, studies, meetings and work processing are done by computer. This requires consumers to have computers and stable data transmission systems to meet the needs of the job. 3.3.2. Negative feeling The digital transformation trend has created a lot of useful services for consumers as well as effectively utilizing idle social resources. However, digital transformation also creates conflicts, fundamental changes with traditional business models, because important changes in the value chain of industries as well as the global supply chain force enterprises. and traditional business models must have drastic change in order to survive and thrive. Risks in data management and privacy. Data is considered as the lifeblood of the digital economy in general and digital banking in particular. In addition, businesses, law enforcement and consumers all need new mechanisms to build digital trust in business, risk management, and compliance. In the digital transformation process, customers are at risk of data administration and privacy because data is shared or not secured by enterprises. - The risk of product innovation continuous application from businesses leads to constant updates, sometimes causing frustration for customers due to having to access new applications. - Cyber security risks: digital transformation businesses do not have a strong enough tech- nological infrastructure to secure information, leading to data hacking, fraud... 4. Recommendations For a successful digital transformation business, new technologies are not goals to be achieved and the business is not using them as a signal to attract investors, but instead, technology acts as a public tools to integrate into use, from there closer to the customer. If businesses really want to change and simplify the customer experience, the mastery of digital technology is not just about designing a website or building applications (apps) on the phone. An engaging customer experience counts for both the customer and the business. This ex- perience will contribute to maintaining and promoting customer loyalty to ensure the retention 683
  10. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 of old customers and attract new customers in the digital transformation process, businesses may consider the following factors: Adjust the way enterprises interact with customers With the marketing team, it’s shifting the focus from outbound marketing to data-based strategies like inbound marketing - naturally, through content capture. Usefulness is personalized to each subject to establish lasting relationships. For the sales team, it’s about eliminating cold calls and replacing them with more friendly forms of interaction - social selling, for example. In the digital generation, the target audience often interacts with the business whenever, wherever they are comfortable. Therefore, using their ‘channel’ will help businesses narrow the gap. Personalize the customer experience: Experiences tailored to each audience as well as how businesses show interest through un- derstanding “Style” or customer preferences is also an effective strategy. According to data from Accenture, 75% of customers tend to favour the brands: - Remember and distinguish them by first name - Understand their purchase history - Proposing products / services in accordance with previous transactions And the most interesting thing is that they accept businesses using data about them to op- timize their personal experience. That is also the reason why the CRM system, as mentioned ear- lier, is the ‘engine’ for many businesses in the transition race. Without a CRM system to store, manage and classify data, businesses will not be able to bring experiences like 1: 1 consultation to hundreds, thousands of people at the same time. Ensure a seamless multi-channel experience: In the digital age, customers are increasingly demanding. Whether it was early morning or late at night, weekdays or weekends, no one wanted to wait too long to get answers to difficult questions. Therefore, ensuring real-time interactivity - chatbot application or marketing automa- tion, for example, will be the ‘turning point’ to help businesses increase their ability to convert and make a difference in revenue. In addition, the target audience can interact with the brand through many channels, meet so many consultants, but no one wants to have to answer a question repeatedly. On the contrary, personalized experiences will be more effective. Therefore, to avoid distractions and ensure seam- less interaction in the interaction process, the core factor is still managing and exploiting customer data collected from many different channels and departments. Digitalize business operations and customer experience management Digital transformation in customer experience is the application of digital technologies to change the way we manage and measure customer experience, making our work easier and more efficient. - Understand customers’ expectations and expectations. 684
  11. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 - Prevent the spread of bad experiences. - Increasing the set of loyal customers: connecting customers with the business with a su- perior experience. - Detect problems that cause customers to leave. - Save the cost of finding new customers: by measuring and improving customer experi- ence, businesses can increase the number of loyal customers while reducing selling costs. - Forecasts of customer needs. - Optimizing the pricing of products / services. - Customer satisfaction can be measured on the whole journey, from the learning stage to becoming a loyal customer, from online to offline. - Alerts to manager if customer has bad experience. Transforming digital business models Customer behaviours is constantly changing due to the external impacts from economy, politics, technology, the environment to ‘global dangers’ like Covid-19. This leads to business models that are no longer trendy or ‘suppressed’ by competitive pressure. So, if businesses choose digital transformation as a way to attract new audiences or enhanced ability ‘nod’ of existing cus- tomer groups, it would be worth considering strategies. New customers - Old value system Find a new audience that matches the values your business is offering. But in the age of flat goods - as though to the family company also said applications digital to connect with the world, find the group of potential customers before-hours-away-fault is not simple. However, with creative thinking, sometimes enterprises absolutely can depict portrait new customers based on the data learned in the course of the ad or find out what function / method to use new its prod- ucts and services. New value system - Old customers In addition, businesses can also adjust the products and values that are providing to suit the changing needs of the current customer group. That is how music record labels have partnered with Apple to launch the iTunes Store for music lovers. And to create new value systems, busi- nesses need to accept ‘dismissing’ principles, succeeding in the past and changing their minds to quickly catch up with new opportunities. If you are in the same situation, try starting with the question: “how can brands continue to be respected as they were before sales started to decline”. New value systems, new customers Often this is the case when your change succeeds in attracting a large enough market. But this also means you have accepted to become a completely new business. Have a communication plan Overall communication strategy with a clear message and “hit” with user needs. Do not just think of “cool” messages, simple, humanistic messages or convey real values that will help businesses score better in the present time. Next is to convey his message with many different content and forms to attract and stimulate customer interaction. 685
  12. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Conclusion: In the digital age, business is on a recession, it is rare to find potential segments without change in products / services. Digital transformation helps businesses remove barriers in many aspects from geographical distance to suspicion of strange brands and also more customers. Digital transformation is not just the job of the technology department, but a process that requires participation of all departments, all personnel in the business. To achieve successful digital conversion and satisfy customer requirements, businesses need to clearly define the goal of digital transformation to improve customer digital experience to increase loyalty and simplify. customer experience management. In addition, businesses need to develop methods, implementation processes, and at the same time train human resources to implement that process. REFERENCES 1. Ulas, D., 2019. Digital Transformation Process and SMEs. Procedia Computer Science, [online] 158, pp.662-671. Available at: [Accessed 25 Septem- ber 2020]. 2. Kotarba, M., 2018. Digital Transformation of Business Models. Foundations of Man- agement, 10(1), pp.123-142. 3. Rogers, D., 2016. The Digital Transformation Playbook. New York: Columbia University Press, pp.5-6. 4. Schwertner, K., 2017. Digital transformation of business. Trakia Journal of Science, [online] 15(Suppl.1), pp.388-393. Available at: [Accessed 25 September 2020]. 5. World Economic Forum, 2018. Readiness for The Future of Production Report 2018. [online] Geneva: World Economic Forum’s System Initiative on Shaping the Future of Produc- tion, pp.250-251. Available at: [Accessed 27 August 2020]. 6. Dự thảo đề án chuyển đổi số 2019 7. https://vnexpress.net/nhung-yeu-to-giup-doanh-nghiep-chuyen-doi-so-thanh-cong- 3956645.html 8. https://vnexpress.net/nhung-yeu-to-giup-doanh-nghiep-chuyen-doi-so-thanh-cong- 3956645.html 686
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