Digital Transformation is one area within the Digital Eco-system I am very much interested in, and I pay keen attention to conversations and updates around the subject.
This past week I had the opportunity to listen in on two great webinars that took place on the same day.
“How Digital Transformations Succeed” hosted by Harvard Business Review – with George Westerman as speaker.
and
“Leading the Digital Transformation” hosted by the Women in Tech Africa Week 2018 – with Teresa Ramos Martin as speaker.
A clear message came through from both sessions; it is easy to believe Digital transformation is all Technology talk but in-fact technology is simply an enabler in the process. What it is really, is Transformation (George) or improving process for people – employees & Staff (Teresa)
Explaining it from another perspective, the objective or end result of any Digital Transformation is considered a success when there is an improved user experience for an organisation’s customer (sometimes this might be the employees). Not just by them using the new system but accepting it as the new way of doing things and embracing it.
What every business needs to be doing is looking at its processes and asking the question of “how do we ensure our customer experience is improved”. It helps not just to retain customers but most definitely it is a key strategy to enhancing competitiveness.
Let me share some examples
- Sales agent replace cold calling with social selling.
- Customers receiving highly targeted messages, achieved through a data-driven marketing strategy.
- Customer support or Service Teams are being proactive in the way they help customers.
If we go by the study at MIT that companies that have embraced digital transformation are 26% more profitable than their peers, I guess it is safe to say every business needs to be embracing new ways of enhancing its customer’s experience using technology.
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