There are not many organisations these days that aren’t required to operate in the digital economy. The challenge to remain accessible, relevant and profitable to an ever-evolving customer base is gathering pace and complexity and the importance of getting a digital transformation strategy right – and sustainable – is paramount.
Don’t be fooled, however; it is not easy to achieve digital transformation. While digital transformation is not a one size fits all, there are some fundamentals on how to approach it. These fundamentals include customer focus, acknowledging the on-going nature of digital transformation, ownership from the top, encouraging agile project delivery techniques and delivering back office innovation as part of the program. Knowledge of your customer is the foundation for any future digital transformation. So what do you need to understand? The fundamentals include:
A whole industry is emerging around capturing data to understand the Customer Experience (CX). The key is that once caught, using data analytics to discern market segmentation and trends helps organisations to develop a roadmap of projects to meet the customer’s new requirements. This is a very complicated area and is driving the rise of the Digital Information Officer (DIO). Digital transformation needs to be raised to the corporate level. In many organisations, digital transformation is a bottom-up affair, which creates silos of unconnected activity and leads to both duplication of effort and also gaps appearing in digital offerings. This is a disaster from start to finish. Organisations will need to have the right tools and discipline to constantly monitor the effectiveness of their digital operations and have established governance structures to process and manage future changes. Digital transformation is still evolving. We recommend you read widely on the topic as we do. Digital transformation strategy is still in the process of being properly understood by all players in the market.
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