The world today is growing more connected than it’s ever been. Though this obviously offers opportunities for incredible growth, it’s also produced some controversy in the world of business. Companies are being forced to focus more significantly on the “bigger picture”, when it comes to business, and that means considering how new technology can work to offer greater customer experiences, easier communication between employees, and more.
According to new research, technology has never been more important, and digital transformation is something that almost every organisation is striving for above all else. However, it’s important to recognise that transformation is a complex subject, and one that requires a deeper understanding of the business world.
Digital Transformation Requires a Holistic Approach
Ideally, the development of enterprise collaboration tools should be used on a holistic level by organisations to create stronger businesses. It’s important for enterprise-level groups to realise that digital transformation isn’t just defined by what customers experience, but also by the re-imagining of internal processes, where businesses adapt their cultures and structures to match changes in customer behaviour. It’s about transforming with a purpose.
Companies who begin to make changes based on their interactions with customers on a digital level will start to get information and data that helps them to see how their technology can create a path towards success. However, it’s worth noting that technology is an enabler in the new world of digital transformation – not necessarily the answer to everything. Though tech is crucial, people and processes will always play an important role when it comes to achieving business goals.
The research mentioned above from the Altimeter Group discovered that digital transformation is best approached when people rise to the occasion. At present, it’s the CMOs that are leading the charge to change, at around 54%, while CEOs follow up at 42%, and CIOs champion digital changes at a rate of around 29%.
Competing in the Digital World
Fundamentally, one of the most significant challenges that enterprises are facing when it comes to digital transformation, is being able to adapt their company culture. At least, this is the case according to 63% of the companies that Altimeter surveyed. Additionally, problems with cross-functional collaboration might also have a part to play. As businesses continue to fight over digital customers, groups need to find new ways of working together in a manner that’s more collaborative. However, this isn’t always natural, or easy.
Around 56% of the companies that Altimeter surveyed commented that they found it hard to work alongside the right people in creating a consistent experience and journey. Many companies have recognised a fundamental need to transform their operations for digital customers and employees, but they’re not sure how to make this next step a reality. In fact, around 88% of surveyed companies told Altimeter that their companies are pursuing digital transformation, but only 25% have a plan for mapping out the customer journey.
Most companies with a plan of action are attempting to make a holistic transformation, by grouping employees that interact with digital customers into a specific team. This might mean that the path to digital transformation begins with connections between sales, support, customer service, and social media.
