Why do companies not take advantage of the technology at their disposal?

Many times we find that companies, usually because the day to day they eat all their time, are using computer tools and inefficient procedures in their usual tasks. Often this happens because the people in charge of the companies do not know that things can be done in another way, nobody has explained to them that they can save many hours of work and give a better service using certain tools.

To a certain extent it is normal: each company is a specialist in its area of ​​activity and, especially if the company does not have its own IT department, it is difficult to be aware of all the tools that arise in a world as changing as the technologies. of Information and Communication (ICT). 

But I think it is very important for any company to know what improvement possibilities it has if it decides to apply tools that are within its reach, by price and by adaptation to its size. Nowadays, there are numerous affordable technologies (such as VoIP, ERPs, Business Intelligence tools, electronic invoices, remote works). And if we enter into issues of marketing and social networks, we see that many companies or "put the batteries" or the market will leave them out.

Yesterday, giving a talk on Digital Recycling at the Marketing Club of Navarra, commented with several attendees the importance of being aware of the tools that are coming out, because otherwise, our competition will be increasingly efficient and our company will be gradually out of step in their way of working.

So important is that the company knows its area of ​​work as having the optimal means to develop its activity, and that includes all the computer tools that affect the relationship with customers and suppliers, the production of goods and services, the management (billing, collection, treasury) and marketing.