Transformation goes beyond applying new digital technologies
In years past, in the midst of some hype and some reality, enterprises applied digital technologies to existing processes with the goal of reducing costs, improving quality, and increasing efficiency.
But today, digital native companies – such as Fin Techs, Uber, and Airbnb, with origins in the digital space – and traditional enterprises that rapidly moved towards digital maturity, are causing significant disruption in an already disrupted environment. Their successes are driving today’s enterprises to not only improve but also transform their businesses to deliver value to customers in completely new manners, at radically different price points, and at breakneck speeds.
As presented by my colleague Michel Janssen in his recent blog on Digital Pinnacle Enterprises, the enterprises that are more mature in their digital transformation capabilities have a far greater chance of delivering the necessary business outcomes.
Digital Pinnacle Enterprise differentiators
Interestingly, it is not the choice or implementation of newer or different technology that distinguishes these businesses. Rather, they stand out because of their moves to establish a more collaborative culture, their shift to embracing innovation, their clear approach to move past technology implementation to adoption, and their willingness to change core business processes. These leading companies realize that success in digital transformation is not an event, but a journey.
Executing on those differentiators – culture, innovation, technology adoption, and business model change – is highly complex, cannot be accomplished in one big bang effort, and is more time sensitive than traditional multi-year IT project plans allow. A journey carefully mapped out to efficiently accelerate the impact of digital efforts is required. Elements of this journey include:
- Establishing a vision for where you would like your enterprise to be digitally. While it will be virtually impossible to predict the exact form it will take, you can well articulate the characteristics of your future aspirations. For example, you can determine whether you want to establish a micro-segmented customer experience, or be able to rapidly introduce products into the market that are responsive to your customers’ evolving desires.
- Deciding on the priority elements required for your success and, informed with data, determining the characteristics of your target operating model. You will obviously need to make decisions regarding your required technical capabilities, but business process changes, and funding, adoption, and accountability approaches are equally critical to achieving your goals. Determining priorities will also provide guidance into which elements of your business require little change focus as they are anticipated to have minimal impact on your business results.
- Building a journey map to close the gaps between where you are today and the priority elements of your target operating model. The focuses should be on delivering results as quickly as possible, and remaining agile enough to respond to the evolving business requirements.
Moving at the speed of digital is no longer a nice-to-have
Enterprises that are succeeding in today’s environment understand that their underlying information technology and business model approach must move at the speed of a digital world. They recognize they must be designed for a world in which customer demands are routinely and rapidly changing, and enabling technologies available to them, and their competitors, are evolving even faster. They are prepared to embark upon a journey whose destination is only partially known at any given time, and to shift approaches, as needed, along the way.