Digital Transformation: Exploring the Future of Business

The digital transformation of companies during the pandemic has been a great step

Throughout this bizarre year, many businesses have made the decision to implement their digital transformation or technological innovation plan to maintain their relationship with their customers in less than 6 months.

From C3 Digital we support businesses to rethink and reactivate their digital transformation and innovation plan to face the complexities that may appear in 2021.

According to the Ministry of Economic Affairs and Digital Transformation, artificial intelligence acts as a catalyst for research and innovation for public administration, companies, social agents; making generation, storage and Big data an economic sector in itself in the new digital and technological development scene. This is having a strong transformative impact in multiple sectors of activity: environment, energy, logistics, industry, transport, mobility and logistics; among others.

Companies that work with artificial intelligence have seen accelerated both the development and use in their businesses. For this reason, it is understood that there is greater accessibility to the computing power, the frames and the algorithms necessary to apply it.

With everything we have learned from business this year, the growth of AI ensures customer knowledge, efficiency, and saves of the operational costs. The pandemic has also forced businesses to keep a close eye on their budgets. Some have resorted to RPA (Robotic Process Automation) and IPA (Intelligent Process Automation) to perform tasks in order to release employees to do other, more complex things.

Digital transformation, RPA

This has been a great focus of RPAs as we move towards higher levels of intelligent automation that links traditional robots used for process automation with intelligent processes powered by the cloud, Machine Learning and AI. Little by little the IOT (Internet of things) is gaining prevalence in business and we starting to see a confluence between IOT and AI. Now you can monitor, interact with the devices and store data with automatic processes.

We have been waiting for the benefits of 5G for years, but it wasn’t until remote working, video conferencing, and digital collaboration became central parts of our lives that it became a real benefit.

Another important input is customer data platforms (CDP). These help to collect data from all available sources, organize it, tag it and make it usable for anyone who needs to access it. Several technology companies are creating powerful CDPs to solve the challenge of obtaining the coveted 360 customer view.

Undoubtedly AI & Big data will continue to be a key trend in 2021. And more so when it comes to choose technologies to rethink business strategies and priorities. The pandemic has become businesses into being extremely analytical, predicting information in less than 3 months, learning from systems autonomously, and streamlining internal processes.

From C3 Digital we support companies to rethink and reactivate their digital transformation and innovation plan to face the complexities that may appear in 2021.

Differences between multichannel and onmichannel

Do you really know the differences between multichannel and omnichannel? What communication strategy with the client would be the most convenient?

Rosa Cabanillas, Senior Consultant at C3, will discuss in the following article a clarifying topic about two terms that we hear frequently: multichannel and omnichannel.

Through our training, we hope to establish their differences. You may also find another interesting article on training: Has the end of face-to-face training come?

On the one hand, both words are based on similar concepts. Whereas in a literal multichannel translation it would be, “Multi” comes from the Latin multus (much, abundant); “Omni”, from omnis (all, all kinds of). “Omnichannel” refers, therefore, to the internal and interconnected use of all channels. On the other hand, the real difference between both concepts does not lie in the number of channels, but in the management strategy used to use the channels in relationships between clients and companies. And, therefore, the words chosen provide to mere differentiations in details.

Differences between multichannel and omnichannel

If we wanted to summarize it quickly, we could say that omnichannel is a management strategy in which all the channels between which the company and its client interact (possible or current) are presented to the client in a homogeneous and seamless way. That is, without differences in treatment or results between one or the other, and they are managed in a global and unified way, with a far vision removed from the classic treatment. While multi-channelling remains more on a technological level: the capability to include several channels (no matter the number, they can be two, three, or they can be all existing) in the relationship and interaction with the customer. In this case, we are talking about training and enabling these channels, but we are not talking about any type of strategy related to them.

We can also consider the separate definitions of both terms.


It deals with all the management and customer relationship tools that allow interaction with customers through incoming or outgoing contacts through any of the communication channels established by the company with customers. It offers a variety of channels and they can use one channel in a single interaction. If they change the channel, the context and the story are lost.

These tools began to gain strength at the beginning of 2000 to incorporate the voice, email, fax and SMS management. Over the years, all those communication channels that customers use in their daily communications between friends and family have been incorporated. The goal is to be closer and to empathize better. Today, we can establish multichannel communications with voice, email, fax, sms, chat, web, mobile apps, video calls, shared browsing, social networks, WhatsApp… In addition, more channels will be added over time.


It is a term used to refer to a client management strategy. It Offers a choice of channels, and customers can use more than one in multiple interactions, preserving the history and context of the original inquiry at the same time. Relevant information follows the customer through channels and interactions.

This strategy addresses the entire life cycle of the customer’s relationship with the supplier company. A coherent, consistent and seamless communication and interaction is established through the different channels that the client wants to use to interact with the company. Mainly in physical stores (Retail), Internet, Mobile or the Contact Center. In order to achieve this omnichannel customer management, it is necessary to coordinate all the areas that interact, directly or indirectly with the customer.

Among the most used examples to illustrate the concept of omnichannel are usually innovations in the field of retail, where a customer, regardless of the channel used, receives a unified treatment. That customer who buys a product online, picks it up in a physical store, but later discovers that he needs a different size. Thanks to its mobile application, you can determine in which store near you have that size, go to it and make the change. During the whole process there have been no obstacles or different information.

We add the Multimodal term

It offers a variety of channels. Customers can use more than one in the same interaction. For example: an agent can send an email or SMS to a customer while talking on the phone.

Definitely, the most difference between multichannel and omnichannel is that while the first rarely allows us to jump between channels, in omnichannel the channel is transparent.

At the business level, omnichannel service is one that allows the use of different channels, both sequentially or simultaneously. Besides, they are fully integrated with the attention process and are aimed at ensuring a satisfactory customer experience.

It is almost obvious that to achieve the second, that is to offer omnichannel customer service, you have to go through the first, and, however, problems arise when an appropriate strategy is not implemented after the acquisition of the technology. Technology partners have great products that they integrate a large number of communication channels, allowing to join the information from all of them to be combined in an appropriate way. There are still a large number of companies that do not take advantage of these capabilities once acquired. Until the Business department includes the monitoring and improvement of the customer experience in the service processes within its strategy, it will not begin to take advantage of omnichannel technology.

One of the most common mistakes when implementing an omnichannel strategy is to confuse the need to attack all service processes from all available channels.

Successful omnichannel experience

Finally, and going back to the service processes in general, it is important to define the factors that define a successful omnichannel strategy:

  1. Customers have used the different channels according to the degree of penetration of the use.
  2. Customers have been able to put a process on hold on one channel and continue it without repeating the previous story from another channel.
  3. Customer satisfaction levels regarding the service received are clearly positive.


Multichannel and Omnichannel Conclusions

It is interesting to see how those companies that have focused on omnichannel service processes also have simultaneously focused on managing customer knowledge and their experience with the company. Definitely, everything is a part of the same journey, which is none other than incorporating customer management and knowledge as part of the core of the company.

Above all, we hope to have clarified the difference between the referred terms multichannel and omnichannel.

87% of consumers would change brands as a result of a bad experience

Why do consumers change brands?

87% of consumers would change brands as a result of a bad experience. A study carried out by eAlicia among all its subscribers, clients and workers. Some conclusions that we have known thanks to the eAlicia survey service.

You may also be interested in other functions that eAlicia allows you to do, such as measuring the satisfaction of your customers or the quality of your services.

The dependent survey (refers to the questions that appear according to the answers you are doing) consisted of the following questions: Have you had a bad experience with the service they have offered you when buying a product? If they answered “Yes”, the question asked was: Would you change the brand for a similar competitor product? If they had answered “No” to the question about a bad experience, they were asked: “Would you change product if this brand increase the price of its product?”

To finish the survey, we asked them: With what brand, company have you had your bad / good experience Respondents could respond with a simple name but could also explain what had happened to them.With only three questions we have been able to obtain very significant information.

Why do consumers change brands?

“I would only change brands if I couldn’t afford it”

In the optional comments, we have come across interesting observations: “I would only change the brand if I couldn’t afford it.” For example, we know that the Apple brand is one of the most expensive on the market when we are talking about mobile telephony. There are phones with better features at much cheaper prices. What is the difference? A story that began years ago with customer loyalty through personalized service.

“I received a package in a poor condition and it took 2 days to start the refund procedures”

Another comment is about a girl who had a bad experience buying an online product. The consumer, who placed an order on «Wish», an online shopping portal, told us in the survey the following: «I received a package in a poor condition and it took 2 days to start the refund procedures. Next time I pay a little more and I make sure that I can follow my product at all times and can return it instantly if it is necessary.

After seeing two particular cases we are going with the generic data of the study.

87% of consumers would change brands as a result of a bad experience. On the other hand, all those who had answered that they had not had a bad experience, 72% would change their brand if it increased the price.

Another relevant information that we do not have mentioned in this report and that has been interesting to us has been the percentage of distribution portals that appeared in the answers to the third question. 90% were online distributors such as Amazon, ASOS, Zalando…

Do you want to know us more? Request a free demo now. We will teach you how to do dependent surveys with eAlicia.

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Communication Skills for Help-Desk Agents

In this course you will learn how to develop those communication skills that are essential for excellent technical support.

The course of Communicative Skills for Help-Desk Agents is directed to all those departments of Helpdesk, Hotline of Computer science Support, Departments of Internal Technical Support, and in general all personnel of the company that has like main function the one to give a technical support as much to the external client as to the internal client.

The training will be done in-company/online (in the eAlicia University platform) using dynamic practices and seeking the participation of all attendees. The training dynamic is based on a previous study in which those areas that require greater reinforcement are analyzed. The previous analysis allows us to use in the training action real cases of the client company.


  • Provide solutions to the agents in charge of technical support to adapt their language to the interlocutor.
  • Establish an action protocol for technical support calls.
  • Offer technical agents to properly manage their work in stressful environments.
  • Provide strategies to manage the time available to agents, optimizing the response to the customer.
  • Offer technical agents to manage conflicting calls.

Do you want to know what the agenda is? Check it out on our website.

Are you interested in this course? contact us by email at

Interesting facts

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The Digital Future by ‘IBM Think 2020’

Digital Future
Digital Future

C3 Digital by MST Holding participated in the «IBM Think 2020» that touched solutions on the digital future

C3 Digital is always on the cutting edge of new technologies, as an IBM partner it participated on May 5 and 6 in the ‘‘ IBM Think 2020 ’, about the digital future. Due to COVID the event was held in an online format and in which C3 Digital by MST Holding participated in some sessions. The themes were multidisciplinary and led by experts in technology, science, business and humanities.

Faced with this new reality, companies will have to adapt to the needs of customers and the market. For this reason, C3 Digital has already begun to install solutions adapted to the new “insights” of clients such as Chatbot, Text Analytics, process automation, in addition to promoting the Artificial Intelligence service.

We are left with the following reflections from the sessions:

  • Organizations will tend to build resilient and smart businesses to act at the speed of ‘insights’.
  • Businesses must be agile to manage change through the implementation of technological platforms, workflows will be relevant, reengineering of processes to control costs, an ecosystem of experiences started by the experience of the employee.
  • COVID 19 has accelerated digital disruption as an opportunity to change and design an organizational culture based on values ​​such as: Leadership, Ingenuity, Innovation, Technology.
  • The changes have happened all the time and have been constant, we have all been born to innovate, create and transform new possibilities.
  • Organizations need to work collectively to redefine their efforts in transparency, commitment, adaptation, collaboration towards their community.
  • Culture gives us certain conditions to adopt change: intention, connection, differentiation, uncertainty.
  • The digital age is not only human, but must be inclusive, providing opportunities for all.
  • Global problems need collective and global solutions: global cooperation and the exchange of data and experience is the only viable way to overcome the challenges of a connected world, whether it is to cure pandemics, manage humanitarian disorders or defeat terrorism.
  • The global pandemic has provided a stress test to organizations around the world, underscoring the critical need for open technology architectures to help manage even the most challenging business environments.
  • Understand your customers’ habits by using tools to improve your business intelligence, the stronger your knowledge base, the more effective the ‘engagement’ will be.
  • Artificial intelligence provides companies with a significant competitive advantage in being more agile, more competitive, developing healthier products and reducing the carbon footprint.

Do you want to implement some of the technological solutions that will become a reference in the immediate future?

Contact us for more information.

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