Interview with Carlos Navarro – Executive Director of Timsoft.
A major player in the digital transformation of companies, Timsoft is an ecosystem of companies. Can you make your services popular for our readers, what do they consist of?
We offer a whole range of services in the integration of business IT solutions, data integration, digital development – in order to create a good experience of using management systems for companies and their customers.
Over the years, we have evolved and matured by adapting to different IT ideas and needs. Being the ERP one of the main axes of the initial development, the evolution has meant that today we have to devote more efforts to different solutions and technologies that will complete the response to the needs of companies in different sectors: banking, insurance, industry, distribution, sales. retail, Services … –
Digital development has occupied an important place in our response to the challenges of the company because it allows us to increase greater interaction with the ecosystem of the company: its customers, its clients, its suppliers, etc.
The digital transformation of companies means, on the one hand, supporting companies to structure themselves at the level of their IT and information management ecosystem and on the other, from there, working on how to capitalize this information there to make profits for the company.
Aujourd’hui, toutes les entreprises ont besoin d’un accompagnement parce que la technology a beaucoup avancé et c’est de plus en plus difficult de faire des choix et de sélectionner la bonne technologie qu’il nous faut pour évoluer en tant qu ‘ agency.
Our approach aSingle window* ”, Aims to structure our long-term support. A customer who is about to address his digital transformation needs will not be able to attack everything at once: he will have to evolve little by little to optimize his digital environment and, for this, the support of a single service provider capable to guarantee the of all digital solutions and functionalities, is an important resource.
This has led us to collaborate with technology partners such as Arion Technology and Satoripop, warehouse management partners such as Korber, with a publisher of customer relationship management solutions that is sales force or with global publishers such as Cegide And Microsoft and other technology partners, for example in payments, electronic signature or blockchain.
What is your assessment of your career?
When we started, it was our customers who approached us and expressed their needs.
Today these needs are more and more complex, more and more varied and the possibilities that exist on the market, in terms of IT solutions, are greater.
So our path is reduced to a constant enrichment in terms of different skills, competences and technologies, with the aim of supporting companies on ever wider issues.
It is this enrichment that has allowed us to evolve our proposed solutions and direct them more towards SaaS which is a delivery model, a ready-made solution that we integrate correctly within the customer’s processes, which requires more and more commercial and functional skills, indeed compared to purely computer skills.
Our teams have naturally been led to become business, process and functional consultants rather than IT experts. This represents a great challenge for young talents who need to reach maturity faster in understanding business issues.
The covid has had serious repercussions on companies that are still suffering the consequences. What solutions do you offer for these companies?
The covid highlighted some problems in the internal management of business processes that required more IT tools to be able to operate remotely.
This pandemic has also highlighted other problems in relation to dependence on some markets that could be in crisis. This taught us that you need to look to new markets to stay relevant.
Today, companies want to become more and more flexible in order to be able to face these crises and better control these internal processes.
Our customers, for example, were forced to switch quickly to e-commerce due to store closures, while some companies were not ready for this transition.
We had to adapt and offer B-to-C marketing, digital marketing, or even CRM services to optimize targeting of marketing campaigns for customers and facilitate the execution of e-commerce processes. Apart from these few points, the demand for IT services has not really decreased.
Inevitably, Covid-19 was a period of crisis but it was also an opportunity for companies to ask themselves the right questions in relation to the reality of their processes and IT systems, it was a real catalyst for change that we had to structure ourselves a bit in terms of digital transformation.
For us, this highlighted something important: Digital isn’t just for the outside world. Employees, suppliers, shareholders, partners – everyone wants to interact digitally with a company. The “Management of everyone’s experience” (Where is it X2M) has become a term for us to explain that what should drive digital transformation is the user experience of the company’s internal and external processes.
Among the tools you offer, we include CRM. How important is it for a company?
Having worked extensively in retail, we have always stressed the importance of managing loyalty programs, the importance of knowing your customers, the importance of personalized offers, etc.
So to sum it up, CRM is what gathers a lot of information. This customer data, combined with business intelligence, enables you to deliver a personalized experience and make the right decisions being Customer focused.
We’ve learned and applied it in retail, but it ultimately applies to all types of businesses.
If a business wants to make a profit with its customers, CRM is a good option that helps structure customer information.
Take, for example, the banks that are now structuring themselves at the level of their internal processes. The real need of the banking sector in Tunisia is to proactively target customers with tailored offers and customer service that is unprecedented in terms of appointing an agent or requesting information.
The idea for banks is to open fewer and fewer branches and, using a CRM, to make the necessary information available to their community. Banks thus open the doors to a digital world in which they interact with their customers.
This is what customers want and what banks have to implement slowly and this reality applies to all companies that exist on the market.We have also partnered with Salesforce, which is one of the most important CRMs in the world precisely because companies are realizing that being customer centric is a true revenue generator, both in times of economic growth and in times of crisis. We need to capture as much data as possible from our customer base, to be as relevant as possible and to be present with customers at the right time. This is what CRM helps companies do.
By: Leila Ben Mansour