The Digital Transformation consists in redesigning and making more competitive the entire offer of Business or creating an entire new offer through the analysis and listening of the market’s needs using digital technologies.
How the companies and Brands propose their-selfs and interact, more or less effectively, with consumers, is changed and will change for sure in the next years.
We’re not talking casually about transformation, referring to a path that modify many status quo and, consequently, needs of a significant time articulation and of a graduality in its realization. Just to be clear: digital transformation is NOT pass from on premise systems to cloud; is NOT put some wifi sensors inside stores ; is NOT install a Collaboration platform, is NOT only Marketing Social networks. Those are tactical initiatives that, at maximum, can represent some moments of a larger project of digital transformation.
Although there’s an absolute need to understand the emerging Trends, new technologies and innovative approaches, for companies, uploads activities and market analysis, becomes more and more challenging and often impossible. The company has over time created a wall with their IT systems and business departments, for consumers, so the greater part of working energies are used for complex internal operations rather than for market understanding.
This is a time of digital Darwinism — an era where technology and society are evolving faster than businesses can naturally adapt”. The point is that technologies is part of evolution and, at the same time, part of the problem. Without an overall business strategy in which there is awareness of the current difficulties that the companies have to be receptive and flexible to the changing, the risk of failure is high. The digital transformation must start from the CEO and should involve all C -level and all employees of the company. It not only affects the marketing department but must be cross all departments. The CEO must ask the CIO information systems and software platforms that can provide real-time data and applications that simplify the operations of all employees and allows the company to seize new market opportunities. The CIO have to learn to experiment new technologies and new software in a short time(like POC in cloud or demo, ect..) and check the results based on the value that can give the business, not for technical merit. CEOs, CDO and CIOs must continually work together to identify new adaptive tools for continuous improvement of the whole Company in order that it can become truly Customer Centric.