It’s a brand new year, and with it comes a brand new set of challenges, ideas and opportunities. To help guide us through, we’re all suckers for listed resolutions that will help us transform - whether that be our bodies, minds, home life or work.
We are determined to create positive transformation, and when it comes to business and brand growth, one such area of transformation that’s getting a lot of buzz, and one that we’ve touched on last year (and will continue to focus on throughout 2018) is digital transformation.
Regardless of whether you had never heard of the concept of digital transformation, were quietly planning transformation (albeit a little bit lost), or were writing articles on the topic in 2017 – digital transformation is something that will continue to make noise throughout 2018.
So to help set you off on the right foot for 2018, we’re sharing our own digital transformation resolutions that we feel should be on the radar of every digital manager, CIO, information technology director, you name it, for the year ahead.
Focus on the connection between CX and UX
It’s easy to think of digital transformation in terms of technological adoption and enhancements alone, but as we’ve mentioned previously, a focus purely on technology without a clear strategy of how it will improve a defined business outcome is really just digital replacement, and is likely to reap less than optimal fruit for your labor.
When it comes to digital transformation, know this to be true: the customer always comes first, technology is the supporting act.
With so many new technologies on the market including social media, wearables, smart appliances, VR etc, the ability to acquire and engage with new customers is becoming increasingly complex (and rewarding). But while getting customers through the door is indeed a win, keeping and building relationships with customers through great UX is a long term pursuit that will have a greater pay-off.
At its core, UX is about creating ease of use. We encourage you to go beyond this – all these tech touch points provide opportunities to create compelling, human experiences that will help you become more relevant to your audience. Consider the user experience at the point of first engagement, through to onboarding, conversion and loyalty that you build into these new digital channels.
Wherever the customer engages with your business, they should find a consistent user experience that reinforces your brand and gives them an ease of use that is empowering. Ultimately, it’s the kind of experience that they receive that will determine if they will be a one time customer, or a long term disciple.
Transform your company culture
Alongside digital transformation, another big buzzword you most likely heard a lot of in 2017 was ‘agile’. When it comes to proper digital transformation, agility is a key ingredient, especially when it comes to company culture. It’s the ability to change and adapt with new challenges and opportunities.
While the prospects of proper digital transformation are alluring, when it comes down to the nitty gritty – actually making the organisational shift to become a digitally transformed entity is a path that is fraught with challenges.
According to McKinsey’s survey of global executives, shortcomings in organisational culture are one of the biggest obstacles to achieving company success in the digital age. The survey highlights three digital-culture stumbling blocks: functional and departmental silos, avoidance of risks, and struggling to form and act on a unified view of the customer.
If you know that digital transformation efforts in your organisation are stalling, we recommend looking at the areas identified above and assessing whether or not company culture is the reason, and whether agility needs to be incorporated more across the organisation.
Below is a helpful contrast of analog and digital culture which we hope will provide some inspiration for creating greater agility in your company culture:
Focus on tech (holistically)
Wait – didn’t we say the customer comes first?
While we stand by what we said earlier about focusing on people before technology, that doesn’t mean we recommend shifting your attention away from it completely.
Once you understand your customer’s expectations across their journey from initial contact to repeat business, it’s important to bolster that customer relationship with the right mix of technologies to heighten the user experience and keep them loyal.
But just which technologies are the right fit? It can be difficult to decide whether you should acquire new technology, improve existing infrastructure or build something from the ground up. In the end, it’s not selection of technology that will deliver the best results. It’s about how the technology fits best with current systems.
One thing’s for certain, trying to manipulate the business to accommodate new technology will likely bring poor results – even if you did have the best intentions for your customers in mind.
Always keep new technology in mind, learn what’s out there and the possibilities that they present, but, as we mentioned earlier, digital adoption without proper consideration for defined business goals and existing business culture will result in nothing more than hollow digital replacement.
So there you have it – our three key resolutions to keep in mind for proper digital transformation in 2018. We know that process towards proper transformation can appear daunting and challenging, but if you focus on these areas, we are confident that you will have a very fulfilling year for your business or brand.
If you are looking for any further direction when it comes to digital transformation, we are the full service digital agency for you. With a team of branding strategists, UX professionals and all around digital devotees on hand, you can rest assured knowing that you have the best support and insight available.
Have further questions about digital transformation or want to kick start your 2018 transformation goals? Get in touch with us today.