Strategy and Change
- Digital transformation -
In 2018, there are more than 1 billion websites, 5 million apps (Apple Store + Google Play), 2,3 billion active social media users. And obviously the podium is trusted by East Asia and South Asia.
Among the 30 first economies in the world, % of the population buying online ranges from 25% to 80% … The internet is embedded in our homes and is an integral part of your daily life.
Speed is continuously increasing, the reign of immediacy has come, customers look for a 24/7 for nearly everything.
Digital is key for business in the very near future
These are facts. They change our lives, they also change our businesses. How to deal with that?
4 mistakes to avoid
- Consider digital as IT responsibility
- Go to digital without remodelling your offer
- Forget the true relation to customers
- Fail to involve all your staff
1. Consider digital as IT responsibility
IT skills has become central in digital transformation. We talk about website, big data, AI (Artificial Intelligence), algorithms, data warehouse, etc.
Many of your people don’t understand or don’t want to have a clear view on the new features and let IT teams work on it.
It is a big mistake as people must join their competencies and efforts to build the future, your future. IT teams are not omniscient, they need support of other expertise to create the next generation of your integrated system.
2. Go to digital without remodeling your offer
It is not about creating a website and putting on it all your existing products, offers, solutions. We talk about digital transformation, and you absolutely need to re think and re design your offers to match the new needs of your customers.
Internet and smartphones are a mean for them to access quickly to new products, take new advice, share rankings and testimonials. It has also changed (or supported) the way your customers imagine your products and solutions.
You absolutely need to listen to their expectations, get new insights, and imagine new answers.
3. Forget the true relation to customers
The best 100% E-Commerce companies try to get in touch with their clients, organizing events, considering a performant customer service, even becoming physical retailers sometimes.
According to Tyler McDaniel, VP Data Insights, the empowered customer is increasingly savvy and expects a highly personalized experience, one that is consistent across channels.
Chatbots may exist, robots too, but your customers need to feel being unique, and sometimes have access to a real voice, a true contact, a face-to-face or real-time video conversation.
Don’t forget them or consider them only as data…
4. Fail to involve all your staff
In an article date 2018-04-23, Forbes claimed “People, not technology, are key to Digital Transformation”. They are 110% right!
People are feeding, using, and managing your IT systems at each stage of your organization. If they don’t understand the goals and the global patterns, they will fail to write down the right update, to deliver the right level of information, or they will overcharged the system with non-useful data.
Most important they won’t be able the drive the change…
How to work together?
We definitively consider digital transformation as a change you have to manage globally. And we can support you on the main pillars you will define to succeed on this challenge.
Beyond paying attention to avoid the mistakes we mentioned, we usually focus on 4 key drivers:
1. Customer insights and market disruption
As referred before, listen to your customers. Not only their expectations, but the way they will use your products, context and environment in which they will consume.
We can help on mystery shoppers, customer interviews, focus groups, market studies, monographies…
We also follow the customer journey, in your company and in others, competition or best-in-class.
We finally keep a close watch on potential or emerging disruption, and how you can compete, surmount or avoid, be ahead.
Digital transformation emphasizes priority on speed, and the necessity of velocity for your organization and your offers.
It is a huge stake as most of our habits and businesses use to think linearly, while technology change is non-linear.
Flexibility, decision-making processes, High-Speed PDCA deployment (Plan, Do, Check, Act), quick risk and pay-back analyses, are new skills to develop. We can help you develop these new expertise, as well as at an individual level as at a team, department, Group level.
We usually work in parallel on skills, processes and on people mindset.
3. Business & organization transformation
You cannot succeed on your Digital Transformation without considering evolving on your own organization. Which obviously means a new plan for the future, and we support many companies on that trip.
It includes how to put more Business Intelligence and AI (Artificial Intelligence) in every stage of your organization, in order to constitute your own big data and fulfil your goal to better know and address your prospects and customers.
People is key, we already said that. And not 100% of them are willing to change. Even though they want to, they may don’t know how to change for the better, take wrong ways, be blocked on the middle of the bridge.
We have nearly 30 years expertise to support people on their own changes, make them consider new realities, help them take the right first step, move on baby steps and guide them to accelerate, find interest in the future.