February 14, 2019
In the simplest terms, digital transformation means executing a collection of digital choices. However, the complexity enters the equation when you realize the scope of the collection and the impact of those choices.
Digital transformation is the change associated with the application of digital technology in all aspects of human society. … The transformation stage means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods (Wikipedia).
The Gartner Glossary defines digital business transformation this way: the process of exploiting digital technologies and supporting capabilities to create a robust new digital business model. And provides the following statistics: with 125,000 large organizations launching digital business initiatives now and CEOs expecting their digital revenue to increase by more than 80% by 2020, the time for digital transformation is now!
Partnering with the right consultant is key to the success of every digital transformation project. At Object Edge, our definition has evolved over time into:
Digital Transformation aims to create an agile organization that leverages technology trends to meet the corporate goals of customer growth, satisfaction, and retention; thereby increasing revenues and profitability through realignment or reorganization of system capabilities.
During a recent engagement with a well-known and well-respected American data communications and telecommunications equipment provider, the Object Edge team included a corporate structure evaluation as part of the digital transformation strategy. And it was determined that in addition to their eCommerce experience, the teams and processes that support the site(s) would also need transforming.
Working closely with the customer’s product and technology teams, we were able to influence change to establish a unified process that goes beyond an e-commerce website. One specific example of this strategy’s success includes the changes made to the field sales experience. Originally, the field sales team was unable to access all of the latest offers (including those personalized for the customer). This caused confusion, delay, and a poor user experience. As the new digital commerce system was being implemented, we united the field sales team with the teams for digital assets and marketing to ensure a smooth transition to providing personalized digital offers to eligible customers.
Aligning the people to unleash the digital transformation — changing the way they work from the inside — guarantees their long-term success.
Martin Gill, VP Research Director, Digital Strategy at Forrester encourages all of us to, “move beyond digital transformation as a thing and start talking about the business outcomes digital transformation brings, the opportunity it unlocks.”
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