The creation of a better customer experience driven by engaging products, leading to increased revenue and a larger share of the market.
Everything depends on your industry and where you are in your digital transformation journey, whether you are engaging customers on social media, using AI on an assembly line or transitioning your business into a remote workforce, finding a path through your digital transformation journey is challenging as real transformation is so much more than just implementing new technology.
Digital Transformation requires reinventing culture and infrastructure to align with continued change and innovation.
Pioneers within an organisation recognise the opportunity to upgrade technology. Transformation, by placing high demands on budgets and developer skills, and the perception that technology and by extension digital transformation, is a cost rather than an investment as well as a challenge faced by 31% of executives and digital strategists.
Starting early with small projects helps set the stage for larger achievements, this alleviates the fear of leaving legacy technology behind. The success of the first production of digital deployment allows the team to showcase their work to the rest of the organisation and get through those initial concerns while opening up a dialogue around what’s possible rather than what’s unknown.
General culture issues are often listed as a top challenge for transformation. Office politics, leaders who are too risk averse, lack of urgency, or over-reliance on what’s worked in the past can make it challenging for pioneers to break with the status quo and find a champion. These challenges take time to overcome. Address them early and assess them throughout the journey to prevent them from becoming roadblocks.
At this stage of growth, a proportional segment of the business recognises that adopting new technology and embracing digital transformation is critical for overall success. Discussions about digital strategy become more formal as organisations begin to define their path to transformation.
Organisations in this phase will see huge gains in the depth of their technology skills. It’s common to see teams moving infrastructure to the cloud, implementing more sophisticated data analytics tools, and replacing legacy systems with a stack of bespoke services.
Unifying the way you scale and optimise your digital ecosystem across multiple systems, multiple markets and multiple steps of the digital journey allows growth both for your staff and co-workers to your own market and business.
Implementing solutions that touch as many parts of the business as possible engages more people in transformation and helps them see direct benefits. Politics, egos and fear are the main obstacles to achieving the collaboration and solidarity needed within companies to make the changes digital consumers want.
Teams should replace long planning and procurement processes with agile methods. As the business moves towards a modern tech stack, the organisation needs to seek tools that makes it easy to tie the stack together.
Don’t forget why you’re seeking to transform in the first place. Simply throwing more technology into customer experiences doesn’t cut it. Think about your end goal: a better customer experience driven by engaging products, leading to increased revenue and a larger share of the market. Digital products should be created with customer expectations in mind. Otherwise, you’re just adding complexity with no clear return on your investment, and your customers will run off to your competitors.
Signs of progress in the second stage of transformation include people using technology to work smarter and faster across the business, a more efficient organisation structure and processes, and a high level of executive support, including formal digital leadership.
At this stage, organisations have realised that digital transformation isn’t an endpoint. It’s the process that takes you from a slowly evolving traditional organisation to an agile, tech-enabled business. Strategy, teams, budgets and technology are all aligned on building digital first experiences.
These are businesses that push the boundaries of what is possible and are viewed as leaders in their industry. They continue to evolve their digital strategy, supported by a flexible infrastructure and a resilient, innovative culture.
They don’t just focus on the future, they set the course.
Using a content platform to accelerate digital transformation. Broken down even further, the stages of digital transformation require improving individual business functions. Choosing one function as a focal point can help businesses in the exploring stage learn how to move up the maturity scale, develop their own best practices and then apply that learning to broader transformation efforts.
This focus can also help businesses in the evolving stage make a significant jump forward on their path. Success in a key business area creates momentum and provides a new set of tools and processes for teams to implement.
Content is either stuck in silos, or there are multiple systems, none of which are able to communicate with each other. The tech team are kept busy troubleshooting, debugging or building workarounds for outdated systems, leaving no time for systemic change.
Significant improvements in content storage and delivery provide wins that are measurable, visible and applicable across multiple products and business functions. Businesses that prioritise these changes can move faster to build cutting-edge experiences for their customers, beating the competition.
A service such as the ClearDesk platform unifies content in a single hub and structures it for use in any digital channel, including websites, apps and digital displays allowing agile workflows enable digital teams to work faster, together. ClearDesk integrates with other top tools in the modern tech stack, meaning that personalisation, experimentation and localisation all mesh seamlessly into content operations.
Unified content and Teams is possibly the best place to start, content-based transformation requires scaling and optimising content, and helping previously siloed teams work together. Speed is at the core of every new initiative: faster time to market, quickly adapting to change and keeping up with customer needs.
Digital Transformation is never ‘finished’
According to Forbes, “Digital transformation isn’t a project, it’s a way of operating.” Adoption doesn’t have to be linear — the balance between technology and business scaling can adapt and change over time. The biggest mistake a digitally aspirational organisation can make is to second guess itself, wasting time and valuable resources. Hire digital-focused leadership, invest in good technology, and above all, keep moving.
Finally, make sure that the tools you’re investing in grow with you — no one wants to re-platform onto a new environment every four to five years. With ClearDesk, you’re covered. Your content is housed in a future-proof platform that can keep up with you along your entire digital transformation journey.
At 6YS, we offer different entry points depending on what your organisation needs. From low-cost, low-risk options that a pioneer can try out on a small POC, to enterprise solutions with higher levels of support, we can meet you where you are on your transformation journey and help you move to the next stage and beyond.
Ask our Helpful Humans on 1300 665 697 or drop us a message on our website.