Your business can invest in the best technology to jumpstart your digital transformation journey, but that investment will be wasted if your employees are not on board.
Stories of digital transformation and customer experience success are all around us. Netflix’s video-on-demand streaming service, Adobe’s transition to a cloud-based company, Fuji’s transformation into a healthcare and technology business, and Domino’s advanced pizza-tracking technology – are just some of the examples that demonstrate the power of digital transformation.
The ability to offer customers effortless digital experiences has become the goal of many business leaders and owners, but it is an elusive one for most of them. A Gartnerstudy found that while 87% of senior business leaders said digitisation is a company priority, 76% said their digital business transformation is less than 50% complete.
"Digitally mature companies achieve transformation because they have a more adaptive culture that views transformation as a journey rather than a destination. This flexibility enables them to quickly pivot and introduce new capabilities when necessary to meet changing customer needs and expectations." Gary Pickford, Chief Commercial Officer, Tarsus Distribution
Change starts from within
According to a recent report by MuleSoft, although almost three-quarters of organisations’ customer interactions are now digital, many find it difficult to integrate user experiences. In fact, 88% of those surveyed said they are still facing integration challengesthat continue to slow their digital transformations and only a third (30%) of organisations said they can provide completely connected user experiences across all channels.
Change management is crucial
Lack of progress almost always stems from a failure to align new ways of working with the organisation’s vision. This highlights the fact that change management is critical for digital transformation. A carefully designed change management strategy encourages employees to embrace new pathways, approaches, and behaviours while also increasing the speed with which the organisation can achieve the benefits of digital transformation. It comes down to building a culture where people are hungry to learn, eager to embrace change, and excited to collaborate in cross-functional teams where no one is afraid of failure because they are driven by the need to deliver excellent customer experiences and motivated to stay relevant especially because the pace of change is so great.
Companies that focus on developing their digital capabilities now will be the ones that create meaningful value for the customer in the future. It is crucial for business owners to look closely at how their company is organised and define the long-term strategy for achieving digitisation.
It is unreasonable to expect people to embrace new ways of working overnight. Successful organisational change requires investment in communication and training because every business relies on great people and a great culture to execute any complex strategy.