COVID highlighted the need for every company to be digital. But many companies face challenges when undergoing a digital transformation.
According to Nigel Vaz, CEO of Publicis Sapient, all companies need to challenge the status quo as they adopt new digital strategies and solutions.
He says the biggest mistakes companies make happen at the start and the end of the digital transformation.
The first mistake is not being clear on where the digital transformation starts and why. Some companies simply pick an area to transform and set the large-scale transformation in place without thinking through why they are starting in that area. Vaz recommends that companies start with something that is representative of the entire organization so that people can see how that change applies to the entire organization. But you don’t want to choose a starting project that is so big that it never gets off the ground or delivers value.
The first project of a digital transformation sets the tone for the entire process. Companies need to think strategically and start with a project that will grow momentum and show progress without being overwhelming.
The other common mistake comes at the end of a digital transformation. The truth is that there is no end to a true digital transformation. It is an ever-evolving journey that involves constant adaptation. Some companies think of digital transformation as a destination instead of a journey. They believe that once they’ve transformed various parts of their company, they can check off the box and move on. But the pace of change is increasing, which means digital transformations need to be continual.
Embarking on a digital transformation and coming to terms that it is a never-ending journey can be overwhelming. Vaz uses the acronym SPEED to represent the secret sauce of digital transformation:
S: Strategy. Start by being clear on the strategic objective and the value you’re trying to unlock.
P: Product. Digital leaders are in constant beta mode and are always evolving their products.
E: Experience. Look for the experiences that will delight customers and employees and allow them to do something dramatically different.
E: Engineering. Don’t lose a great experience because of a lack of engineering power. Involve engineering in the overall experience.
D: Data and AI. Successful digital products and services are constantly fed by data.
The need for digital transformation has never been greater. All companies need to rethink their digital strategies so they can continually evolve and improve.
Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here.