Page 20 - Layout 1

Technology
Continued from p18
brandname and business model being well-known worldwide.
Even though for many McDonalds is a clear example of the standardisation of processes, brand and product image, the company has learnt how to customise its offering during its global expansion in relation to its intended market. An example of this is the McCurry in India, McKebab in Israel, McBaguette in France or the Greek Mc etc., just a few among various dozens of recipes adapted to local tastes. The management of information, in this case of the flavours and textures preferred by McDonalds clients, is essential for the success of the fast food chain.
Databases as a solution
Technology giants such as Amazon, Facebook or Google are examples of companies that have succeeded through the collection, study and effective use of data that is shared with them by clients. These sorts of business practices have been called the analysis and use of 'Big Data'. A detailed database which is well- structured adds value to a company offering and increases the degree of sales conversion.
What does this mean to a small/medium sized business? All written and archived documentation can and should be digitalised. Client
contact data, budgets, sales, projects or tasks, dates and times, income, costs, etc is data that all companies handle but few are digitalising. If this data was compiled in one place, its analysis and use could add value to processes and services.
Many companies are content with their corporate website or continue using Excel databases and obsolete
desktop software without online access. The main reason for which companies like Amazon know perfectly when, how and to who they should show their products, is because they program their databases so that they can optimise the final result. The question that the business person is probably making at this point is if the technology is really accessible to a small and medium-sized business. The response is loud and clear – it all starts with a change in the way that business is conceived and information is managed.
To transform and improve your business:
1. Plan Bring together all the written documentation from Excel, Word, PDF formats that you share with all your contacts in the company. This could be employees, providers, clients, etc.
2. Look for help Concentrate on what you know how to do, most probably in the business activity of your company. Look for a company with understanding and verifiable experience in web systems and database management. They can facilitate the resources and will help you to structure and make the most of the collected data. 3. Create Get that company to build you a customised database driven, web- based solution that does everything you need.
4. Be disciplined The process might take time to process internally. The team must become familiar with feeding the new internal system, which requires discipline.
5. Be more effective As the database grows, start to analyse and optimise internal processes. Let
algorithms carry out repetitive tasks and concentrate your time and energy on improving your business.
By using the power of a good database and a custom built system you can really take your business to another level.
‘The personalisation of products and services to the specific tastes of the clients is becoming a key factor for the success of a business in the 21stCentury
www.pdg.gi
20 Gibraltar International
www.gibraltarinternational.com
‘