The year 2021 was, without a doubt, a period that will go down in history.
Not only because it will be known in the history books for the fact that we went through a terrible pandemic, but mainly because of the permanent effects and impacts on people’s lives in general.
Despite the negative aspects that this scenario left, it was a year that brought to light the need for companies and businesses to seek innovation and, mainly, to focus their efforts on humanizing the way they relate to their customers and employees.
Napoleon Hill’s maxim, “ Adversity carries with it the seed of equal or greater benefit ”, has never been more true and real than it is now.
And thinking about all the learning and changes that the year 2022 has provided, it is already possible to see what the main trends for 2023 will be for business, which we at Mageda believe will have the attention of companies and organizations.
- Internet of Behavior (Internet of Behaviour)
- Data Dashboards
- Culture by Design
- Human Experience
Internet of Behavior (Internet of Behaviour)
Talking about the “internet of things” is no longer a strange subject when thinking about technology. However, based on this concept, a new way of connecting people with their favorite brands is already taking shape, and should have special attention for 2022.
Here’s a very simple example: you have an application on your smartphone that helps you evaluate your expenses and how much you earn during the month, connecting, with your permission, to your bank accounts.
This same app takes stock and provides you with graphs and statistics about your main expenses, what are your main fixed expenses and, based on this data, warns you where you could spend less.
However, the experience goes far beyond that: not only does the app alert you when you end up overspending on something you could save, but it also evaluates investment options that can increase your purchasing power, in addition to guiding you to the main institutions and banks that offer these options.
Did you notice that, in addition to the data he extracted from your transactions, he was able to identify your behaviors in relation to finance, offering you investment suggestions?
This is the great power of the Internet of Behavior at work.
Origin of the term
Created by Gote Nyman, a professor of psychology already retired from the University of Helsinki in 2012, the term internet of behaviors is based on the concept that it is possible, through data, to analyze how a person behaves at various times of their day.
Still on the subject, Nyman believes that a lot of work will be needed with data analysis combined with knowledge in behavioral sciences, so that this information is useful for companies that want to use it to promote their brand.
And talking about 2022 trends and predictions, Nyman believes that the Internet of Behaviors will become more and more evident in the coming year, even more so after 2021 is marked by a pandemic never seen before.
It is already possible to have a glimpse of this new paradigm, through the presence of facial recognition devices to confirm if a person is wearing a mask, in addition to thermal sensors to verify if someone has a fever, which can be used in cameras within the work environment, to ensure your employees are adhering to current health and safety protocols.
In other words: we have a wide use of data to define and guide people’s behavior and, for sure, this will receive greater attention in 2022.
Information Security and Internet of Behaviors
Of course, not everything is rosy, especially when we come across something innovative, and that, at the same time, causes us some discomfort in knowing that our behavior may be influenced by the data we provide to companies.
Obviously, this concern is justified and valid. With such valuable information about people’s behavior at hand, hackers and other cybercriminals can use this data to sell and give it to others.
This information ranges from access codes, routes of delivery of goods and even access to bank details.
However, despite all the risks involved when talking about this new concept, there is a great opportunity for organizations and companies focused on information security to stand out in 2022 by developing new security protocols.
In addition, there will be an even greater need for companies to become vigilant about their internal compliance and data protection policies , and those that perform their data governance with excellence will be ahead of their main competitors.
According to a study conducted by EMC Digital Universe, about 40 trillion megabytes – or 40 zettabytes – would be created by the year 2021. That’s a staggering and frightening number, isn’t it?
And, thinking about advances like the Internet of Behaviors, as mentioned earlier, it is very clear how data is shaping our lives in countless ways.
This represents a great challenge for companies, because with all this amount available in the digital environment, is it possible to organize all this data and have a much clearer view of how they can be useful in decision making?
Yea! And the answer lies in a tool that will have an increasing space in 2022: Data Dashboards .
How does a Data Dashboard work?
The term refers to an application that provides relevant business insights from diverse data sources. It is a centralized solution that provides an interactive monitoring of analytics and metrics in an intuitive and visual way.
A Data Dashboard offers the user a broad view of the various areas of a business or company, in addition to objectives, initiatives, processes or projects, all measured through key business indicators (KPI’s), which help in identifying opportunities for growth or improvement. .
Without such an intuitive, visual and easy-to-understand tool, a company would have to resort to searching through colossal piles and piles of unstructured data, resulting in an inefficient and time-consuming practice.
The importance of Data Dashboards
Firstly, it can be said that Data Dashboards have as their main characteristic the efficient structuring and organization of data.
These tools extract data distributed across multiple sources and locations and consolidate it before being visually presented to the querying user.
Therefore, this power to organize and structure data, based on previously defined KPI’s, helps to provide information that indicates how close or not your company is to achieving its goals.
Taking into account the amount of data that exists (and that is growing more and more in the coming months), Data Dashboards will play an essential role for companies and businesses in 2022.
Culture by Design – The intentional creation of a culture
What do you understand by culture?
When it comes to the corporate world, perhaps one of the first things that comes to your mind is a CEO saying, “This is how things have been working here for a few years now. And if it’s working so far, there’s no need to change.”
In fact, this sentence already makes it clear that this person is not aligned with Culture by Design .
However, with the great transformations that occur every day, even more so after an intense year full of surprises like 2021, there is no more room for companies and businesses to leave this aspect aside.
The work culture that worked 10 years ago may not have the same effect in years to come. Or worse: not recognizing the need to change this factor can mean the extinction of a business.
Therefore, one of the big trends for 2022 is the intentional creation of a new work culture, or Culture by Design .
Definition of Culture
All companies want a healthy work culture, but few are able to define or measure this important factor, because they think it is something intangible.
In fact, culture refers to the accumulation of behaviors over time. It is also composed of four more elements: values, norms, rituals and artifacts, and we will detail each of them below:
- Behaviors are visible elements that people notice when they see your actions or hear what you say. For example, being present at a meeting on time is a behavior that reflects your culture.
- Values are invisible, and they can conflict with behaviors. For example, if a company says that one of its values is to respect the personal lives of its employees, but schedules meetings at 6:00 pm, it is being incongruous.
- Norms are unwritten or visible rules of conduct that can have an impact if not followed. If the company usually has face-to-face meetings, and a team member insists on having them remotely, it is showing that they don’t agree with the company’s culture.
- Rituals are patterns of behavior that are repetitive and have a personal meaning. For example, a team that wears purple shirts every Friday in order to increase fellowship among members can be considered a ritual.
- Artifacts are physical, tangible objects that visibly reflect the company’s culture, such as a mural with photos and texts about the company, as well as a book on the history of the company and its founders, which is in a waiting room.
The easiest way to understand a company’s culture is to think of it as an iceberg: some things are easy to see, such as behaviors and artifacts, and others require a closer look to identify.
Being aware of what is both above and below the surface is the most important aspect if you are looking to implement or redesign your business culture.
Managing work culture is largely focused on behaviors, especially those that happen on a day-to-day basis.
And one of the ways to be able to mold it according to the values and principles of your business is to encourage or encourage ideal behaviors, while discouraging others that can compromise the desired culture.
But why is Culture by Design so important?
It’s already clear that the idea here is to design and manage your company’s culture, rather than just popping up in a disorderly fashion. In other words, it will be intentional.
And is there any kind of benefit or advantage to thinking and acting this way? Yes, and you will see that there are many:
- Competitive Advantage: Implementing and maintaining a work culture is something that cannot be easily replicated. Your competitors may copy your product, your marketing and sales strategies, but your culture may just be the envy of them.
- Organizational alignment: A well-defined and shaped culture will put all employees and members of your company in the same direction, always aligned with your vision and mission.
- Motivated employees who want to participate as well as stay: People crave connections that make them feel important, even within the work environment, thus creating a very strong sense of community. A positive culture makes those who are inside want to stay, and those who are outside want to get in as soon as possible.
- Stronger branding: your brand is what will make you the most differentiated in your environment, and it is deeply connected with the culture that you encourage in your business. The stronger and more impactful your work culture, the greater the strength of your brand.
With this, it is more than clear that creating an intentional work culture, Culture by Design , will be a big trend of 2022.
Human Experience – Solutions based on human values
One thing that was very visible and extremely worrying for most companies in 2021, both those that are originally digital and those that are migrating to this new modality, is the lack of a more human experience for users.
And this lack of contact, mainly due to the limitations imposed in the face of a pandemic scenario, further increased the dehumanization of the experience with others.
For example, if before all this, many people stopped going to a bookstore physically, just analyzing the reviews that other users make on websites about a certain book and making the purchase online, in 2021 this habit became even more frequent.
Of course, technology and other digital facilities have made people’s lives fast and in need of quick solutions to their pains and needs, this has also brought a drastic drop in terms of human connections.
Therefore, a big trend for 2022 that will make many companies and businesses stay in the corporate game will be, for sure, the attention they will give to what we call the human experience , or Human Experience .
The debt of experience
Digitization and other advances in the channels in which we communicate, consume and relate to friends, family and acquaintances may have even become more dynamic and easier, but ended up incurring what can be called the debt of experience .
This great technological facility is directly linked to an inherent aspect of the human being to look for easier and less expensive ways to satisfy a desire or solve a pain.
Psychologists and other professionals who deal with human behavior have been reaffirming all this time that we always end up opting for quick and immediate solutions, avoiding having to make difficult and time consuming decisions.
In the technology field, easier choices made by companies today can result in a large technical debt for them later on (think about cutting costs on an IT project to meet growing business pressures or a lack of stakeholder understanding of the implications techniques of launching a new ERP system).
This innate human tendency to put off hard choices makes us wonder how often companies are making easier choices across the digital frontier that don’t take the human into account.
Paying the debt for elevating the human experience
So how can we reduce this experience debt? She will be paid for elevating the human experience .
For businesses, this means striving to meet the unmet human need for connection, aligning customers, workforce and partners for a common purpose.
In fact, according to research by Deloite, organizations that best align their values with their stakeholders are also the most successful in terms of workforce and customer satisfaction.
In addition, over a three-year period, these same organizations are likely to triple their revenue simply by focusing on elevating the human experience, both for their employees and their customers.
Therefore, companies and businesses that are willing to understand human connections more deeply, aligning their purpose to provide a better human experience, will certainly have a lot to grow and evolve in 2022.
Without a doubt, 2022 will be a year of great changes and, for sure, very promising for companies and businesses that surf the trends mentioned here.
There is still a lot of expectation regarding what is to come, and other major changes and news may emerge in 2022, bringing new opportunities to grow in the corporate world.
Therefore, strategic planning and a closer relationship with the stakeholders in your business will be essential for 2022 to be a successful year for you and for everyone who works in your organization.
And we at Mageda are here to help you walk this new year, growing and evolving side by side, helping your company or business to transform the lives of your customers and employees.