Digital Transformation: why it cannot be avoided
Digital transformation is a must for companies who wish to remain competitive. In reality, it is not just a question of introducing the latest technological devices. Firms deciding to adopt it need to view this step as a way of re-defining their business and adapting their products and services to match the user experience.
It is to all intents and purposes a new method of running a company which naturally requires a change in strategic vision within the various organisations. As mentioned above, digital transformation does not only involve technological innovation, but also organisational, social and creative advances.
In order to deal with these changes effectively, a scientific approach is required. First of all, it is essential to involve the Senior Management of each individual company. Subsequently, the rest of the workforce will be included.
The Digital Transformation process is actually both horizontal and transversal. Within the company it involves those in the marketing department and also the commercial and communications staff. It has its greatest effects however on the relationship between company and client.
A closer analysis of this aspect shows that, thanks to digital technologies which allow for various data types to be integrated, it is possible to construct a real time marketing approach. In parallel, it is also necessary to revise all business procedures end to end, so as to be able to respond to your target customers’ requests faster.
Such scenarios illustrate that when referring to digital transformation, we mean changes designed to exploit digital tools in order to improve the business practices of the entire company. If we could represent the whole process as a graphic, it would assume a circular shape. Digital Transformation actually involves all parts of the company, leading to the adoption of new technologies.
How to implement digital transformation efficiently
In order to implement digital transformation in a company, it is essential to start with the involvement of Top Management. At the same time, it is a good idea to create an interdepartmental taskforce and designate a Chief Digital Officer (CDO). This professional figure, in charge of all aspects pertaining to the digital management of the individual company, is becoming increasingly important and will, in future, occupy a central role.
His role involves numerous functions and consequently he must be able to communicate efficiently, be proactive and effective in his dealings with all members of staff so as to encourage a new mindset and the rapid adoption of new digital tools.
For the digital transformation to be successful, briefings and brain storming sessions among the various managers (marketing, production, administration etc.) are very important. These make it possible to understand decisional processes well and make idea sharing easier, with a resulting reduction in so-called bottlenecks. It is also fundamental to connect the various company departments, using online collaboration platforms, mailing lists, social networks and meetings on Skype.
Objectively, digital transformation processes are pervasive, which means it is essential to identify the company objectives which Top Management plans to reach and aim for specific KPIs, or performance indicators, to be constantly monitored. The latter, in order to make a difference, must be strictly correlated to the business objectives and above all, measurable.
For that reason, the provision of personalised reports with all the KPIs identified and their subsequent mailing to be used in the analysis of monthly results is of central importance.
Translated by Joanne Beckwith
