Trending March 2024 # Tips For Creating A Strong, Seo # Suggested April 2024 # Top 8 Popular

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Nestivity is an innovative tool that enhances a brand, business or individual’s Twitter conversations. Rather than having one-off, short-lived exchanges of information, Nestivity enables users to actually engage their audience in ongoing, meaningful conversations. Discussions on Nestivity are threaded and archived, so they’re not only easy to follow, but they show up via search as well—a bonus for businesses looking for ways to get the most SEO-juice out of their social media efforts.

This week, Nestivity is moving out of Beta into its 1.0 release, and will be focused even more on augmenting the customer relations experience on Twitter.

I had the opportunity to chat with Henry Min, CEO of Nestivity, about what makes a strong social community, how Nestivity helps SEO, and tips for getting people engaged in social conversations.

What can grouped Twitter conversations do for a brand?

Grouping Twitter conversations helps brands show that they’re actually listening—and responding—to their followers. For example, a customer might suggest improvements to a Beta product, and that feature gets incorporated into the next product release. Wouldn’t it be nice if that company could show that customer and all their other followers that they heard the suggestion and took action as a result? By grouping conversations together and saving them, brands can point to this exchange of ideas as social proof of their relationship with their customers.

Or, take a company like Binny’s Beverage Depot for instance. They might be seeing the same tweet from different customers over and over again: “Where’s the nearest Binny’s to me?” Rather than answering this question repeatedly, which uses up valuable human resources and company time, they could group all similar questions into a FAQ that’s searchable by any customer with a similar question.

And what about those resounding accolades your company sees on Twitter—the happy customers, the common questions, the superior customer service? You want to be able to highlight them and share them with your community. Making these exchanges highly visible and easy to find by others is one of the main benefits of a grouped Twitter conversation.

How does Tweetcast work with heavy media such as video?

It works brilliantly!

Video is a great media type to be used in a Tweetcast. A lot more can be communicated via moving sounds and images in ten seconds than say in what you can Tweet in the same timeframe.

It’s easy to integrate video from sites like YouTube and Vimeo into Nestivity communities. You just grab the link from wherever your video is hosted, and share it during a Tweetcast or as an attachment to an ongoing discussion.

How can saving and publishing twitter conversations help SEO?

Grouping tweets by discussion topic allows the conversation to become just as searchable and as rich contextually as blog post content.

Topics in the discussions, as well as all links auto-generated to thread community discussions, take you to the community owner’s discussion page. What appears in the search results is a link to the group’s conversation, rather than to an often out-of-context tweet or short exchange.

Grouping discussions around the things your customers want to know, or you suspect they will want to know, helps them find your discussions not just via your community on Twitter, but via Google as well.

What are your tips for getting the conversation flowing? 

Any great conversation has to have a purpose. Give your audience a reason to participate in your Tweetcast or ongoing dialogue. Marketing 101: have a strong theme that participants will be able to easily identify. If the theme resonates, they’ll be intrinsically interested in the content being shared.

Also, vibrant conversations usually have an effective catalyst. This could be a Q&A with the CEO, a celebrity or influential moderator, or a controversial take on an issue. Whatever your catalyst is, make sure it’s something that will entice your community to actually participate in your conversation.

Another tip is to invite your friends, family, and colleagues to join. Everyone has a go-to group that they can ask to join in, so tap into them!

Be sure to share the link to your Nestivity community on your Twitter profile, your Google+, and your Facebook page. It’s basically the same strategy that you would use on your blog. You’d post the link to your social profiles and say “Hey world, here’s my conversation, come join it.”

Something else you could do is to @mention certain individuals that you think are relevant to the discussion you’re having, so the discussion shows up on their radar.

Using hashtags is another great tip. If your community is talking about social change for instance, they might be using popular hashtags like #SocialGood and #4change—by using these yourself, you’ll tie your community discussion to the larger Twitter community.

Give me one or more examples of using Nestivity in real life?

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7 Tips For Local Seo And Ppc Success

I count my lucky stars that my fortunes don’t rely on SEO and PPC alone. I’m happy to be part of a couple of agencies with a full range of interactive and traditional marketing solutions. That means I don’t have to pretend like SEO and PPC always are the best choice for clients. They’re not.

I thought it might be refreshing to talk about when SEO and PPC are NOT a great choice for local businesses- but not just to discourage you- The reasons they don’t work can tell us something about the businesses, what they should do next, what makes a good business in a certain niche, and so on.

First, let’s think about what makes for success in search:

We’ll look at each of those in the ideal situation, and how problems in each can lead to marketing failures for local businesses.

1. How a Lack of Relevant Keywords Can Doom Search Efforts

I typically divide keywords into two groups:

Brand names

Category (general) keywords

Category keywords could be vertical-related, offering-related, or geomodifiers. For a mexican restaurant, it could be “mexican food”,  “myrtle beach restaurant”, or “myrtle beach mexican restaurant”.

Where this breaks down:

2. Why Your Prospects Aren’t Buying From You

Naturally, we need our visitors to do something: if not purchase, then fill out a lead form or get on the email list. One of the three main components of ROI is CR (conversion rate). This pain point has a lot to do with the other four items-

Keywords: People that search some keywords convert, and people that search others do not. So, if you don’t rank for the high value keywords, or can’t afford to buy them, you won’t get the revenue.

Competition: The more competitive your niche, the more price shopping there will be, and the lower the conversion rate and ROI. If you can’t win against the competition for the best keywords, you won’t get a positive return.

ROI: Some searchers come from more expensive keywords, and each keyword produces a different CR and amount of revenue. If competition drives down average sale, ROI may be negative.

3. Bleeding Out Due to Lack of Competitive Advantage

Too many businesses never think this through. Why should they choose you over your competition? What do you have that matters to your prospects that they can’t get elsewhere?

The problem with its opposite, the blue ocean, is that if your offering is so new that competition is low, few people know about it- and search capitalized on existing demand via search queries. So you might need a more attention-grabbing story-telling medium like TV, radio, or social media instead. If you’re lucky, you can attach it to a category keyword, but your conversion rate may be low because people are still trying to figure out what you are and if they like it.  So you either need a lot of money and patience, or you luck out and get into a category that’s not as competitive as mesothelioma lawyers or online dating.

Really, this is just math. The question is if the cost is low enough, the average sale high enough, and the conversion rate good enough. Use this PPC ROI Calculator to play out a variety of scenarios, and you begin to grasp how they’re related.

The worst situation for local businesses is if you don’t have a brand name or mindshare, and you have to go into category keywords. These keywords are much more expensive, and the searchers are window shopping more, which brings the conversion rate down.

We’ve seen with tourist destinations with lots of independent hotels that the single hotel owners have more difficulty. It’s easier for groups with multiple hotels to offer a portal site that satisfies the window shoppers yet retains the sale for one member of the group. Solo hotels are competing against these groups, national chains, AND the megasites like TripAdvisor.

These lonely go-it-aloners don’t get great ROI on category keywords in PPC, and they don’t have the content or authority to get many searches for those category keywords via SEO.

5. Untrackable Advertising Creates Doubt and Shuts Down Efforts

If you don’t have tracking, the more skeptical local businesses will assume they’re getting nothing for their efforts. Or if all business is bad, they may assume SEO and PPC aren’t doing anything either. In fact, it could be that most of their business is coming from SEO and PPC, but if you aren’t tracking it, they won’t know. Shutting down those efforts would not only hurt the search provider but also the business.

On the flipside, counterintuitively, some local businesses refuse to believe the numbers. This reminds me of a study I read years ago about doctors reading research. They tended to believe research that confirmed their biases, but if they found research that ran counter to their beliefs, they questioned the study’s methodology. I’ve also seen people question the researchers’ motives. We need to be aware of this very human tendency in ourselves when we look at our analytics.

The above is all rather negative. I’ll leave you with 7 tips for Local Search Success, the positive prescription for how to beat all those problems and win at the local search game:

Creating A Digital Transformation Plan

Three essential steps to kickstart Digital Transformation

In recent months, several companies have mentioned to me that their CEO is committed to digital, but they’re having challenges at middle management levels, where it’s harder to gain commitment. This can be easier if there is a clear plan shared with all. You can, as many do, call this your digital roadmap, it describes where the business is now and where they’re going.

There are several models available, for example, Dave Chaffey recommends the Carnegie Mellon Capability Maturity Model (CMM) in his post ‘Using capability maturity models to review effectiveness and set targets for Digital Transformation’. Interestingly, he describes the early internet age which is less than twenty years ago, when many companies had claimed their domain name yet the website was ‘under construction’. At that time many CEOs I was working with could not see why they needed a website when they had fantastic brochures, sales teams on the road, and great PR contacts!

Today, if a business doesn’t have a good quality, branded website, you assume something is wrong. It’s suspicious, not quaint. Your online presence is part of your authenticity, it is inconceivable to imagine a Fortune 500 or FTSE100 company without at least one website. In the same vein, in five years’ time, we may consider companies without a digital strategy, or an integrated marketing strategy to be in the same time warp.

Step 1. Gain evidence before you get started with digital transformation

Before starting on a new journey, it’s essential to gain some evidence. It’s unlikely you’d plan a holiday without first checking weather reports, currency details, travel times, and hotel reviews. Yet in business, we frequently start on a project without evidence.

To ensure your digital transformation journey works, start with an audit to identify the ‘where are you now?’ question. This gives you benchmark information that can be used at a later stage. Within this I typically would review:

What are your digital strengths and weaknesses? Use the TOWs matrix to make this more useful.

What are your key competitors, or similar organizations doing?

What’s around the corner? This information is often not available online as it’s often ‘work in progress’. I recently attended the Academy of Marketing conference to explore what’s new in marketing education, it was really useful and revealed the latest marketing thinking in research and education. Look at relevant events where you can meet other businesses in a similar situation.

Trying to work out where to get started? We recommend the ‘digital strategy success factors’ module in our Digital Transformation Learning Path to kick-start your planning. This strategic training module contains examples and templates designed to support you in building your digital transformation strategy. By the end of the module you’ll be able to:

Summarize six pillars of success that should be included in your digital marketing strategy.

Explain how digital plans relate to other plans

Compare three complementary frameworks for structuring a digital strategy.

Lay out a one-page summary of your digital strategy.

Find out more about this module plus our whole suite of digital transformation resources including planning templates, case studies, reports, and our popular Digital Transformation Playbook.

Core Module

Digital strategy success factors

Part of the Digital marketing strategy and planning Toolkit

Learn how to define a structure and scope for your omnichannel marketing strategy

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Your customers’ omnichannel experiences

When auditing your digital marketing strategy, don’t forget to ask yourself, what do your customers want? Customers often find the path to the new product offer way before organizations do. Taking holidays as an example, consumers can spend hours, days and weeks to identify their ideal holiday (how long did it take you to plan your holiday this year?).

Yet, how many destinations, hotels, and attractions still produce masses of brochures? TripAdvisor conducts in-depth research each year and its latest report noted that

“When researching places to stay on TripAdvisor, 80 percent of respondents read at least six to 12 reviews before making their decision, and they’re most interested in recent reviews that will give them the freshest feedback.

More than half of respondents (53%) will not book a hotel that does not have reviews.”

Yet at the same time, many hotels and restaurants ignore the reviews and worst still, some argue with the customer! If you’re in the hospitality sector, and if you ignore reviews online and your bookings are down, there is a reason. Is it time to ditch the brochures and focus on the reviews?

Keeping track of a constantly evolving marketing strategy can be tough if you’re not tracking your omnichannel marketing channels and platforms in a consistent way. That’s why digital transformation is so important for businesses of all shapes and sizes to manage their customers’ experiences of their companies.

Our RACE Framework helps digital transformation leaders plan, manage, and optimize their marketing strategies across the customer lifecycle of reach, act, convert, and engage.

Step 2. Create clear objectives about where the business is going

Once the audit stage is completed, it’s useful to understand what does your organization want to achieve? Are there specific objectives? Is there a future milestone that’s driving practice within the business? Or has your business started to notice that it’s being left behind?

To move to the next step, use a model or roadmap. I’d recommend the 5S marketing goals as a tool to develop business objectives. This is because many objectives focus on the numbers, which is essential, but it leaves out other factors. The 5Ss which was originally designed as a website review tool (and still works for this purpose) is an easy-to-use ‘objective generator’.  It’s worth working on the objectives with a team so you get some early buy-in.

Looking to take the next step to digital transformation? Our dedicated marketing strategy solutions support Business Professional Members and their teams manage the key aspects of digital transformation for their businesses.

Advanced Module

Set vision for digital transformation

Part of the Managing digital marketing transformation Toolkit

Learn how to explain the future opportunities of digital marketing to your colleagues or your clients in a compelling way

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Examples of transformation timescales

Even so, it’s important to understand that the process doesn’t happen overnight, it can take some time. Dell is a good example of a company that’s constantly adapted to customer and market needs, from 1996 when chúng tôi launched, generating $1 million in sales per day just six months after the site went live, to 1999 when they blazed a trail and took technical support online, when others said it couldn’t be done. Dell shares its story and we’ve included it previously as a great example of how a company has managed its transformation.

In an article from Cap Gemini, they highlighted Starbucks who adapted their business to embrace digital, after a series of disappointing results. From free WiFi to adding mobile payments, they have created a difference in today’s ever-crowded coffee shop market.

In the past the idea of a start-up gaining more web visitors than the best known political paper was unthinkable. Yet the Huffington Post has a higher web rank both in the US and globally.

What’s needed for digital transformation to work?

The UK government and indeed the US government is embarking on programs of digital transformation. This seems to be driven by customer need (I want to pay bills online, so send me an email with a link) and cost-saving, reducing the amount of paper issued, documents printed and postage every year.

The UK government’s vision is ‘Digital by Default’. I’ve used this transformation dashboard on several training courses as it sums up the vision succinctly. There is a supporting paragraph for anyone needing more detail and one of the reasons it will work is that they’ve started to classify where each department is on its roadmap.

As would be expected within major institutions such as government services, the steps to digital transformation start with discovery, what are the users’ needs, and will it work? Stage two is alpha where the objective is to build a working prototype to be used by stakeholders to gain a greater understanding of a service.

What’s interesting is that this stage is time-bound to take no more than eight weeks. I wonder if that always happens? Stage three is beta, where the service is tested and improved until it reaches stage four, live.

Our ‘define digital value proposition’ module, in the Digital Transformation Learning Path, is packed with strategic marketing tools and templates for Business Professional Members to review the strength of their digital value proposition and benchmark digital value propositions and brand propositions.

Core Module

Define Digital Value Proposition​

Part of the Digital marketing strategy and planning Toolkit

Learn how to craft a powerful Digital Value Proposition (DVP) and how this differs from a brand proposition

Learn More

Digital transformation roadmap

In the USA, President Obama launched his digital strategy with the question “I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives?” This evolved into their vision “Information and services anywhere, anytime, on any device”.

Unfortunately, this transformation dashboard is no longer published, but in 2023, the Government digital service shared this useful 7 Lenses Maturity matrix which we recommend for reviewing the capacity of a business to transform and to identify what the barriers are. It combines both vision and implementation, as a sort of roadmap.

Step 3. Defining the process to launch the digital transformation strategy

In all these examples, there are three common factors which you need to adopt to get started with your digital transformation. This is the first step in your digital roadmap.

A clear vision

A digital team

A clear vision

In the past companies had ‘mission statements’ that were so long, they were printed onto the back of business cards as an aide-memoire! Today your vision has to be clear, memorable, and succinct.

A digital team

Teams are formed to transfer knowledge, provide support and enable existing staff and departments to adopt digital. Teams may be formed as a working party within your organization and supplemented with digital training.

Tips On Choosing A Knowledge Base For A Start

Knowledge base software options to consider

A several years ago, knowledge base software wasn’t as accessible and easy to use as it is today. Nowadays, there are many SaaS providers, and these tools are far more sophisticated than before, and optimized to perfectly meet the demands of any line of work. So, if you are a rookie entrepreneur who wants to optimize his business and boost its efficiency, then you should consider implementing a knowledge base.

The following article will serve as a guide, and show you which aspects of knowledge base software you need to consider before getting one. It will also list some of the quality knowledge base tools for beginners and point out their strong points.

What do you need?

Since there are various types of knowledge base software or SaaS providers, you need to go after those that are specifically tailored for your needs. Most of these are CRM or customer relationship management tools, and they also commonly help with communication, availability and task distribution. There are also tools that can help you with patient monitoring, calculating and managing finances, etc.

There are also knowledge base tools to help you create content for teaching, and to help you optimize teaching courses. In other words, think about which part of the process you want to optimize specifically, or if you need a piece of software that can cover various aspects of your business, then go for those who are more versatile and general.

What to look for?

When you are choosing your knowledge base tool, you need to take a couple of aspects into consideration. First, you need to look at all the things that they offer, and look at the price of their packages. One of the problems you might encounter is having a hard time finding the pricing sheet, because not all sites have it immediately displayed, and some probably have negotiable prices or in-app purchases, so there’s no concrete cost. Basically, the price is created after you state what features you need to use.

Another very important feature you need to look out for is the free-trial period. It’s better to test out a tool for free in order to see if you can easily navigate it and that your staff doesn’t need additional training just so they can use it. Find a couple of knowledge base software providers, based on reviews and descriptions, and then begin a free trial. This way you will find a software that is most compatible with the way you do things.

Pricing is another important component, some of the knowledge base tools are better for big companies, so their feature and pricing is created in a way that these types of consumers will find more appealing. If you are a small business owner, then you should find those that have quality and budget friendly packages for 5-7 users or something similar. However, do not focus too much on this feature, because the price ranges might be similar with only minor differences, so prioritize efficiency, since the differences in price are minor.

Cloud-based knowledge base is another feature you should request. If the software is based in the cloud, it means it’s secure and it means that collaborative work will be much easier. With cloud-based software you can all work together and contribute regardless of your location, and with a small workforce this feature is quite essential. It also means you’ll be able to monitor the work process and easily add your own contribution.

Some examples of quality knowledge base software

In order to make your selection a bit easier we have compiled a list of existing knowledge base tools that you can use. These have good reviews and are competent enough to help in any line of work for some general necessities.

Zendesk offers better customer support via improving your customer relationship methods, and they have a lot of features to improve this process. It is a platform that you can easily master and it has been on a constant growth, since more and more apps are joining in and enriching its system. It has a good interactive guide for beginners, which is great for the average user. You can easily set up the theme here, however, it’s navigation that you might find a bit confusing. Your content will exist on Zendesk in form of an article, but before you create an article you must create category and section before it can be uploaded.

This one is great if you need to an online staff training tool. ProProfs offers various features that can help you out with teaching and learning. It is also cloud-based and has good pricing offers, and it can help greatly if you need to make FAQ pages for your site. So, if you hold a lot of webinars, if your work requires a lot of explanation to new cadets or if you outsource a lot and need to give specific instructions, then ProProfs is a perfect choice.

Groove is well optimized and user-friendly knowledge base system, and you can easily upload your articles here. If you are thinking about Zendesk, but you never used this type of software before, then Groove is a far better option for you. It has an easy to understand information structure and your content will be online very quickly.

There you have it, all you need for picking up your first knowledge base tool. Check the pricing and features and check out the examples we have provided. If you need something more specific then you can easily google it and ascertain on your own which tool is the best – just use the instructions from the article.

6 Tips For Recovering From A Sleepless Night

Everybody occasionally has a sleepless night.

Avoid Depending too Much on Sugars

If you have not gotten enough sleep, you might feel inclined to grab a candy bar. However, do not.

You’ll get instant energy from sugar. However, that is short-lived and you will eventually crash as a result.

Having a salad for lunch and dinner with grilled chicken or another lean protein like fish and vegetables is a better option.

Consuming foods high in protein for breakfast, such as eggs and plain Greek yogurt is an ideal option. If you enjoy sweets, go for fruit instead of a doughnut. The natural sugar found in fruit digests more slowly than table sugar and does not cause large swings in blood sugar levels.

Consuming Caffeine in Moderate Amounts

As long as you don’t overuse it, caffeine might be helpful when you need an energy boost.

For example, two cups of coffee will give you about as much alertness as you can. Even if you consume a lot of caffeinated beverages, drinking more won’t likely make you more awake.

Your brain chemistry plays a role in it. The accumulation of sleep hormones in the brain that occurs when you don’t get enough sleep won’t be stopped by consuming a lot of caffeine. If anything, having too much caffeine can make you jittery.

The same is true of over-the-counter supplements that claim to increase alertness.

Supplements and caffeine do help with attention and focus and are okay occasionally, but they cannot make up for a restless night of sleep. If you frequently take supplements to help you remain awake, you may want to contact a doctor to discover if you have a sleep condition.

When used properly, energy drinks can be useful, but most of the time they cause more harm than good. One must avoid flavored coffee and stick to basic black or green tea. To avoid difficulty falling asleep at night, avoid all kinds of caffeinated drinks after 4 p.m.

Simplifying the Daily Activities

Let’s face it. When you don’t get enough sleep, you are not your best version. Lessen your workload as much as possible. You may accomplish more with less effort and still produce high-quality work.

Say you have five jobs to complete today. Reduce them to two or three, and then concentrate on mastering those. Take significant decisions only after you have rested.

Do Not Drive

Driving while fatigued is risky because it can result in collisions. If you haven’t slept, try to stay off the road as much as possible.

If you absolutely must drive alone, consider taking a power sleep first. Avoid wearing sunglasses while driving because the sun may help feel more energized. That won’t make you less weary, so you should still refrain from operating a vehicle for your safety.

Driving in the early afternoon should be done with extra caution. Most people naturally start to doze off around 1 or 2 p.m., and those who are sleep-deprived will suffer more.

Taking Breaks

Your attention span can be a little bit slower than usual after a poor night’s sleep. Take breaks during the day to stay focused.

Take a stroll outside − Along with movement, you will receive sunlight. Moving causes the brain to become more aware, and sunlight gives the body natural cues to encourage wakefulness.

When exercising, proceed slowly − When you are tired, keep exercises mild or moderate, not vigorous. Exercising hard while you are exhausted increases your risk of injury.

Sleeping in Moderation After a Sleepless Night

You may be tempted to sleep longer than usual when you go to bed tonight. Again, moderation is crucial in this situation.

It’s acceptable to sleep more after a restless night, but you need to get your sleep schedule back on track. That may be more difficult if you oversleep because it will change your regular sleep cycle.

If you choose to sleep in, keep it to no more than two extra hours. Aim for nine hours of sleep at night if you typically get seven hours.

Going to bed too early might also affect sleep patterns. Try to wait until it’s approximately an hour before your typical bedtime if you are tired and want to get some shut-eye.

No matter how exhausted you are, there is no need to sleep all day. That will do more harm than good for your body. Experts suggest that the maximum amount of recuperation sleep time is 10 hours. Hence there is no need to sleep for a long time to make up for the lost sleep.

Even if you are fatigued, counting backward in multiples of three from 300 will help you fall asleep. It is challenging to focus on anything else while solving arithmetic problems and maintaining eye contact.

Conclusion

Understand that a single night of restless sleep will not seriously harm your health. However, if disturbed sleep becomes a habit, you may increase your chance of developing several chronic diseases in the future.

Creating A Culture That Embraces People And Ai

Through the centuries, human civilizations have undergone periodic leaps in technology. From steam to electricity to computing, societies have made radical shifts as new ways of doing things have transformed how we work. We are now in what’s been deemed the Fourth Industrial Revolution, an era of digital transformation that will forever change the way we work, and the way organizations operate. Embracing automation and AI opens opportunities to meet existing and new business goals through greater agility, resilience and responsiveness. Employees will still be an essential part of the equation; however, ensuring they remain content and productive will mean creating an environment where AI and automation are seen not as threat but rather, as trusted and useful tools. Becoming an enterprise powered by AI calls for cultural change as well as investment in technology.  

AI and Automation at Work

The impact of AI and automation can be demonstrated by studying the transformation of a very manual business to one that is deploying AI. Consider the following scenario and see how AI and automation are impacting both business operations and customer experiences. Imagine a delivery business in a mid-sized city that handles all the e-commerce orders for several large retail customers. In the early days of online shopping, the delivery company would have been mostly dependent on manual processes. They would plan drivers’ routes and calculate the number of drops per day manually. Drivers would be given a print-out of their route, itinerary and the drops they would be making. Though the customers know what day their delivery will arrive, they don’t know when during that day; they might spend hours waiting. If the driver faces an unexpected delay, that could throw off a whole day’s workload. However, business operations don’t have to (and will not) stay this way. A delivery business powered by data and AI can analyze the best routes and change them if traffic or weather conditions become problematic, thus ensuring delivery timelines. It can also notify both the driver and the customer in real time, keeping everyone informed of changing routes and delivery time expectations. With automated AI in place, customers then can request a delivery change at a moment’s notice, saving the driver time, keeping the parcel safe and avoiding a costly failed delivery. This has the added benefit of helping strengthen the customer’s relationship with the retailer and the retailer’s relationship with the delivery firm, and creates potential a new business opportunity – where flexible delivery times and change options can attract premiums.  

Carefully Tailored Transformation

Typically, organizations develop their business operating models based on processes that dictate the start and endpoints of every activity. Instead, a model that pulls in insights based on data will allow for people, resources, infrastructure and analytics to be used to better affect the model. Gut-instinct and intuition have always played a part in making decisions. Adding data and analytics into the mix means those are based on organizational intelligence. As organizations are able to gather more and more data to predict scenarios and inform decisions, the insights and decisions are likely to be more accurate and reliable. Sales figures, customer feedback, machine performance, product returns and more can all be analyzed and fed into a cycle of improvement. Though many manual operations are ripe for complete automation, many more will be suitable for partial automation, where elements of manual processes are augmented with the application of AI and human intervention. That can leave people with more time to devote to activities that add significantly more value to the business and that can’t be so readily automated.  

A Changing Culture

Far beyond simply churning through a to-do list of functions, a data-driven and AI-powered enterprise will contain many more ways to add value to the business. In a typical finance office of the past, for instance, you would have found a team of people sifting through piles of paper invoices that needed to be entered into a ledger, processed and eventually paid. This repetitive task is the perfect candidate for automation. As for the people who no longer need to process paperwork, they could be diverted to work on credit control tasks, for example – helping safeguard the organization’s cash flow. The attention needs to shift to outcomes instead of tasks and outputs. Determine where people’s efforts and intelligence are most likely to add more value and focus there. At the same time, understand that some people may be anxious in the face of so much job-related change. This will be an important consideration for building a more open and positive culture. As some roles might go away, new roles will emerge from these changes. Make it a priority to talk to them about how roles, jobs and the organization are changing. It may have become a cliché to say that people are the greatest assets of a business, but it’s true, and they must not be overlooked as AI begins to play a bigger part. As technology continues to shift and transform how we work, what remains the same is the importance of human workers – both in facilitating the change and in helping to achieve business goals. Adding AI and automation can seem intimidating to the people who fear the loss of their jobs, so the introduction of new technology must walk in lockstep with change management that supports a company culture that values its staff.

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