HOW TO USE DIGITAL TRANSFORMATION EFFECTIVELY IN YOUR BUSINESS
Digital Transformation is a term that has become increasingly popular as a recent ‘buzzword’. But what does it actually mean? Here Ayse Durmush – The Transformation Expert shares her expertise on what digital transformation actually is and how you can use it in your business.
From identifying where data is sat, to how to design new integrated systems. Digital transformation has become a catch-all for many things, some people even call updating the website a ‘digital transformation’. But in reality, true digital transformation is a dramatic change across the entire business, using aspects of digital to make improvements to the bottom line. True digital transformations affects everyone from the CEO to call center staff to people out in the field and ultimately customers.
Why go through a digital transformation
In reality, digital transformation is actually organizational change, hence the ‘transformation’ part. It can be expensive, take people out of their day to day roles and can take months to plan and execute. So why bother?
According to Gartner in 2016 66% of companies expected their digital transformation to generate more revenue and 39% of companies actually expected the transformation to reduce costs long term. So for many, the results far outweigh the effort in transforming the business.
Personally, I would prefer we simply rename it ‘business transformation’ as the digital is implied in today’s environment, whether that’s aligning customer data, getting data scientists on board or changing to a new cloud provider. In fact, I can’t think of a single business where this isn’t implied.
The biggest hurdle with digital transformation is actually the strategy – and in my experience, many organizations can get overexcited at the prospect of a new website or system being brought in rather than setting the business objectives clearly up front. Do you really need to spend $1m on a completely new digital infrastructure or would revamping some systems meet the business objectives. In order to create the right kind of strategy, it’s important for businesses to have representatives involved from across the business from client facing to back end. This way a fully rounded view of where change needs to be made can be assessed.
Experts in Digital Transformation
That may sound daunting but with the right digital transformation expert managing the programme this can be executed effectively and a strategy created with senior management that doesn’t impact the business too negatively whilst staff are working on improving the processes required.
Digital transformation can sound like an incredibly painful and exhaustive process, but there’s a reason why so many businesses are employing Digital Transformation Managers – because the uplift in not just the numbers but in staff morale and overall business improvements is huge. I’ve seen this first hand and it’s one reason why I personally love creating and managing digital transformations for businesses.
Ayse Durmush aka The Transformation Expert has worked on digital transformations at Virgin Media, Lombard and Royal Bank of Scotland among others. Successfully creating strategies and delivering worldwide transformation projects for years. She offers transformational services to both businesses and on an individual basis for people who are in need of personal support in taking their lives to the next level.