With today’s competitive landscape continuing to evolve, more and more organizations are looking to harness the power of the all-encompassing “digital transformation” to unlock their potential and transform themselves into a more agile customer focused machine. Leveraging the power of digital technologies to create a new, robust digital business can be a game changer for many organizations and brands.
However, the process can be daunting and is filled with misconceptions. What we often find is that throughout the process, organizations not only lose sight of the initial goal for launching a digital transformation but also the need to understand personas and the corresponding customer journey. This leads to failure in more ways than one.
To help your organization prepare for a successful digital transformation, let’s discuss three common myths and how to successfully bust them.
Digital transformation is a one-time process
Market and customer needs are not stagnant. This is a key point many organizations lose sight of when undergoing a digital transformation. As the industry shifts, customer wants and needs will continue to evolve. Because of this, a digital transformation must be an ongoing process and requires regular assessment. Time and time again, we see organizations implement a new technology or process and then fail to re-visit it or check its progress. As a result, they aren’t addressing the current and future market or change in customers’ expectations.
For a successful digital transformation, regular assessments across the entire business are needed to help ensure that the existing transformation is on track and will meet the needs of their customers and those who serve those customers. While it varies for how often an assessment should be done, we recommend organizations monitor their digital landscape quarterly or at the very least annually. Having their ear to the ground enables leadership teams to make informed decisions and any necessary adjustments to their strategy, keeping them on track for success.
Emerging technologies equals a more successful digital transformation.
Organizations tend to be drawn to newest solution on the market, losing sight of the fact that it might not actually add any value or that it could add tech clutter. The key is to know what the technology can and can’t do. What’s more, it’s just as important that organizations understand what their needs and end goals are so they can appropriately match their needs with the technology available.
Don’t get caught up on the hype of the new technologies that are coming out. First, take time to understand your needs and how those needs can be solved using technology. It is also important to put technology in place that reduces the amount of work your customers and support teams need to do.
Skipping step one
Step one of any digital transformation process should always be to determine where your company currently is before it starts its digital transformation journey and what success looks like when you are done. It is shocking to see how many companies jump in before they understand these key points. Analyzing the current situation often results in the realization that no technology is needed to improve the digital experience or that there are way too many solutions deployed which is hindering the customer experience. Also, not fully knowing what success looks like could have your team wondering without knowing where they are going.
To effectively plan, consider leveraging journey maps. These are meant to help with design thinking and overall business strategy, offering powerful insights about the user experience. They can also help organizations realize where their company currently is in the digital transformation lifecycle. A good place to start the customer journey maps, is by collecting user and customer data through observation, research, and interviewing everyone from the customer to C-suite to get a fully understanding.
Executing on a digital transformation may feel misleading at times, especially with so many misconceptions about how to get started or what needs to be done. Remember, each company’s journey is unique. For organizations who are looking to succeed, don’t lose sight of the goal for your digital transformation and constantly evaluate your company’s ecosystem to ensure success.