Digital Transformation is a big topic and thus naturally on the daily agenda of many consulting firms. Accenture Digital CEO Mike Sutcliff explained in an interview which lessons were important and which he learned from his many projects.
Here we share with you these 7 best lessons that can be important for every entrepreneur.
1. Mobility is a component of all digital transformation projects
Mobile technologies are on the advance. With billions of mobile devices in the hands of users around the world and the increasing use of every user, this mobile revolution is already in full swing. If services are not offered on the move, or at least can be called up on the move, then we will already be met with great incomprehension on the part of customers today, which could have a negative impact on business and reputation.
In general, it is therefore advisable for every digital initiative to analyze how it can be accessed via mobile and whether it could even be a central element in offering or facilitating its products, services and services.
2. Digital Business Transformation goes further than just marketing
Undisputedly, the first starting point for digital transformation is usually marketing. It is about how to reach customers better, how to distribute advertising more effectively and how to create new channels to reach and sell customers. But it is also important to understand that digitalization is more than just marketing and sales. New products, new services, innovative business models or even operational improvements are just a few examples of the possibilities. Through digitization, many things can be completely rethought and make it possible to be innovative.
3. Product, service and business innovation is a team sport
As described, digitization has an element of innovation. Therefore both are strongly connected and need the right team. Customers, employees and business partners are all important stakeholders that must be involved in the transformation. To fully develop the innovative power, management must be aware that it should act like a start-up. Through rapid change, new service models can be offered, new products can be developed and even completely new business areas can be founded. This also requires a constant adaptation and a flexible mentality from the employees to support these changes.
4. Changes come from below and from above
The changes needed to drive the digital transformation must be supported by everyone. Digital Transformation can only work if everyone pulls together. In general, one must be aware that a cultural change such as digitization must be understood and lived from the lower level to the highest level. The lowest level must understand the change and also see that it will bring added value and that they will benefit from it in order to implement the change with conviction. The top levels must also have the confidence that digitization will bring new opportunities to do their jobs better and make their daily work easier.
5. Digitization is a management issue
With a proliferation of different titles such as CDO, CIO, CCO, CMO and many more, it is difficult to get an overview of who is actually responsible for Digital Transformation. The fact is, however, that it is a matter for all departments and should be shared by all. Of course, each role has a function, but things like technology, customer experience, marketing, sales or strategy should never be seen as islands in digitalization, but as part of the overall strategy. Digital requires a holistic approach and a common goal.
6. Digital Transformation is more than just technology – it’s about results
Often digital transformation is seen as just the use of social media, a website and a few great programs. However, it goes much further than that and should be considered in a targeted manner. Elements such as the customer journey are elementary for the company and it is also advisable to find out where the contact points with customers are. All areas are affected and some even business models. One should focus on those areas that represent important elements of business success and bring added value, i.e. deliver results, and not just be driven by technology. Innovation should not be made because of innovation, but to solve concrete problems.
7. Data is always at the center of analyses for the Digital Transformation
Technology is the driver for product innovation, data is the driver for digital transformation. Collecting data and evaluating it in real time is the starting point for Digital Transformation. Understanding what is happening and evaluating this data correctly is central. Machine learning and artificial intelligence (AI) can be very helpful in drawing conclusions from the data, which can then help you make decisions. For example, the customer flow can be examined, correlations can be better understood or the entire business environment can be analyzed to set corresponding goals for the digitization of different areas.