Seite - 14 - in Digital Entrepreneurship - Impact on Business and Society

Table 1 (continued) Dimension Action/steps Practicalities/example Data use Make use of data from the organisation or other available data ASOS found away to use customer data and their online searches to providemore personalised offers and offermore straightforward website navigation. Thus, its customers are able to find products on thewebsite quickly Cloud space Move your data to the cloud and start benefiting from the scale and low-cost infrastructure this offers Netflix is an excellent example of howacompanycanmove toacloud space. Netflix understood that its traditional centres for data storage werenot largeenough.Asa result, it decided to turn to the cloud. This decision offered better scalability as it prepared the company for spikes in demand and customers’ activity Learning culture Facilitate a culture of continuous learning inwhich all staff are empowered toexperiment andshape new technology solutions Google encourages its employees to spend 20%of their work time on thinking and experimentingwith new ideas that will improve the products and services, thus enabling their creativity and innovation. Making the shift from a traditional way of doing business towards digital thinking and acting is easier said than done. Google also uses annual internal surveys tomonitor its culture, innovation, autonomy, forward-thinking and teamwork Customer-centric Be customer-centric, not cost-driven. Ask, ‘how canwe use new technologies to enhance customer experiences?’Thismove will delivermore significant business growth TheUS online clothing retailer Everlane is using technology to enable its customers to see and understand thework of the factories and partners thatwork for it. In this way, the company is taking a customer-centric approach offering high transparency to customers by allowing them to understand how the products are created and priced Augmented workforce Consider how you can use automated tools to enable your people, increasing their productivity, skills and value PizzaHut is trying to relieve its staff from some basic and routine tasks such as taking orders. Therefore, it uses chatbots toenable its customers to order pizzas, respond to queries and provide offers 14 M. Soltanifar and E. Smailhodžić