Transformers Strategy Failure
To become a digital transformation leader and effectively implement the digital transformation strategy, businesses must thoroughly rewire themselves to improve the client experience both in all means possible and internally to make the most of existing assets and enhance the client relationship in every way possible. This transformational change isn’t an IT thing. In fact it’s nothing more than an understanding that is rooted in five disciplines: Digital Marketing, Search Marketing, Social Media Marketing, Branding, and Digital Copywriting. It is my belief that if one can master at least one of these disciplines, they will have everything they need to become a powerful digital transformation leader.
When we think about digital transformation strategy we should first consider the customer journey. What is the current state of the customer experience? How are they feeling about the products and services you’re offering? Are they happy, satisfied, and challenged, or are they struggling and left in the dark because they’ve had a bad experience.
There are two things that happen on the customer journey when looking at digital transformation strategies. First, the organization has to determine their internal strengths and weaknesses to determine what activities in each department to focus on to leverage their strengths and minimize their weaknesses. Next, the digital transformation plan has to be developed to address these gaps. Done well this strategy will leverage the strengths of all departments to create a winning situation. Done poorly, it will create a lot of “back and forth” efforts which disrupt the flow of the business and waste effort and resources.
The second part of the customer journey involves the prospect. What is their digital transformation journey? What issues are hindering their success and how can you help them overcome those challenges? Through analysis of the business capabilities, issues will be identified that can be addressed by your company and those that can be turned into opportunities. The key to a good digital transformation plan is to identify both the issues and the opportunities early in the process, while the issues remain lightly defined, so they can be addressed more effectively later.
In addition to analyzing the current business capabilities, an executive coach skilled in strategic planning can help the CPO to define the customer experience and build a vision and mission for the future of the company. A vision and mission are really just aspirational statements. They are aspirational, because the reality of a company’s competitive environment changes frequently.
How do you determine if your CPO needs to be trained in digital transformation initiatives? If you are marketing your company to customers via a website, then the CPO likely has no familiarity with any of the strategic planning processes. The CPO should meet with a coach trained in strategic planning and digital transformation initiatives to get a full overview of the customer experience. Then, the coach should determine if the CPO understands how to translate these aspirations to a reality.
Let’s think about some examples of how digital transformers could change how you operate today. For example, if you have a physical store where customers come in and buy from you, then a digital signage system is probably unnecessary (unless your sign is actually part of the signage and it is part of the digital transformers network). However, if you are selling products over the Internet, then it is absolutely critical that you understand how to capture the digital signage and put it to work for your business. In fact, you can’t even begin to address the topic without having a basic understanding of Internet marketing. This is one of the most important things that coaches can do, because a coach can train the CPO on how to use the tools of digital media marketing.
Another example might illustrate the point I am trying to make. Think about the transformers strategy that is being implemented for the automotive company above. The company has a lot of problems, and the transformers strategy that is being implemented does not solve any of these problems. It is designed only to improve the company’s ability to do business by making it more efficient. Therefore, it is not making the automotive company more profitable or more employable.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.