Yesterday we had a #B2Bchat on Twitter talking about Digital Transformation. There were some great questions, prompting a range of answers and healthy debate. Thanks to all for getting involved!
If you didn’t catch it, here is a quick summary of the main points we covered:
- Digital transformation is a confused term and has multiple definitions However, everyone agreed that it’s about enablement and customer-centricity, to ensure organisations thrive in the digital world. Really we’re talking about business transformation geared at being customer-centric.
- Vehement nodding of heads that digital is not a channel but a behaviour. We have even entered a ‘post-digital’ world (I love this) because digital is everything now.
- Transformation must include all levers of change – including people, process, culture, data and technology. People are the core enabler!
- Bravery is essential – like any change project, digital transformation is not easy.
- At the start of a digital transformation project ensure you have buy-in from the top, agree a digital transformation vision (where are we trying to get to and why and how we do we get there?), and create ‘change artefacts’ – be these prototypes, ways of working, project ‘war rooms’ – that are tangible and inspire change across the business.
- Lots of agreement that conflicting visions is the root cause when digital transformation doesn’t transform much at all.
- Digital transformation is NEVER finished, given sophisticated customer behaviour, media proliferation and ever advancing technology – it’s not a one-off project.
- In terms of prioritising digital transformation initiatives, a good way to do this is to create a roadmap and then plot them against effort versus impact (high impact, low effort initiatives being the priority).
- Digital transformation KPIs are inputs (e.g. internal efficiency) and outputs (e.g. NPS and bottom line) and measurement needs to be ongoing.
- Case studies on digital transformation should be perpetual and never finished – given the continuous nature of digital transformation.
Catch up on the conversation @OgilvyOneB2B #B2Bchat and keep your eyes peeled for the next one.
Matt Holt is a Consulting Partner at OgilvyOne and runs the digital consulting practice. Get in touch on Twitter @mattsocial