What is Digital Transformation?
The definition of digital transformation.
Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. This reimagining of business in the digital age is digital transformation.
It transcends traditional roles like sales, marketing, and customer service. Instead, digital transformation begins and ends with how you think about, and engage with, customers. As we move from paper to spreadsheets to smart applications for managing our business, we have the chance to reimagine how we do business — how we engage our customers — with digital technology on our side.
For small businesses just getting started, there’s no need to set up your business processes and transform them later. You can future-proof your organization from the word go. Building a 21st-century business on stickies and handwritten ledgers just isn’t sustainable. Thinking, planning, and building digitally sets you up to be agile, flexible, and ready to grow.
As they embark on digital transformation, many companies are taking a step back to ask whether they are really doing the right things. Read on for answers.
Digital transformation begins and ends with the customer.
“Every digital transformation is going to begin and end with the customer, and I can see that in the minds of every CEO I talk to.”
MARC BENIOFF, CHAIRMAN AND CO-CEO, SALESFORCE
Before looking at the hows and what's of transforming your business, we first need to answer a fundamental question: How did we get from paper and pencil record-keeping to world-changing businesses built on the backs of digital technologies?
What’s the difference between digitization, digitalization, and digital transformation?
Digitization is the move from analog to digital.
Not so long ago, businesses kept records on paper. Whether handwritten in ledgers or typed into documents, business data was analog. If you wanted to gather or share information, you dealt with physical documents — papers and binders, xeroxes, and faxes.
Then computers went mainstream, and most businesses started converting all of those ink-on-paper records to digital computer files. This is called digitization: the process of converting information from analog to digital.
2018 Salesforce Digital Transformation Survey
Learn what your peers think and know about digital transformation and find links to resources in this survey report.
Finding and sharing information became much easier once it had been digitized, but the ways in which businesses used their new digital records largely mimicked the old analog methods. Computer operating systems were even designed around icons of file folders to feel familiar and less intimidating to new users. Digital data was exponentially more efficient for businesses than analog had been, but business systems and processes were still largely designed around analog-era ideas about how to find, share, and use information.
Digitalization is using digital data to simplify how you work.
The process of using digitized information to make established ways of working simpler and more efficient is called digitalization. Note the word established in that definition: Digitalization isn’t about changing how you do business, or creating new types of businesses. It’s about keeping on keeping on, but faster and better now that your data is instantly accessible and not trapped in a file cabinet somewhere in a dusty archive.
Think of customer service, whether in retail, field ops, or a call center. Digitalization changed service forever by making customer records easily and quickly retrievable via computer. The basic methodology of customer service didn’t change, but the process of fielding an inquiry, looking up the relevant data, and offering a resolution became much more efficient when searching paper ledgers was replaced by entering a few keystrokes on a computer screen or mobile device.
As digital technology evolved, people started generating ideas for using business technology in new ways, and not just to do the old things faster. This is when the idea of digital transformation began to take shape. With new technologies, new things — and new ways of doing them — were suddenly possible.
Digital transformation adds value to every customer interaction.
Digital transformation is changing the way business gets done and, in some cases, creating entirely new classes of businesses. With digital transformation, companies are taking a step back and revisiting everything they do, from internal systems to customer interactions both online and in person. They’re asking big questions like “Can we change our processes in a way that will enable better decision-making, game-changing efficiencies, or a better customer experience with more personalization?”
Now we’re firmly entrenched in the digital age, and businesses of all sorts are creating clever, effective, and disruptive ways of leveraging technology. Netflix is a great example. It started out as a mail order service and disrupted the brick-and-mortar video rental business. Then digital innovations made wide-scale streaming video possible. Today, Netflix takes on traditional broadcast and cable television networks and production studios all at once by offering a growing library of on-demand content at ultracompetitive prices.
Digitization gave Netflix the ability not only to stream video content directly to customers, but also to gain unprecedented insight into viewing habits and preferences. It uses that data to inform everything from the design of its user experience to the development of first-run shows and movies at in-house studios. That’s digital transformation in action: taking advantage of available technologies to inform how a business runs.
What is digital transformation - understanding the possibilities.
A key element of digital transformation is understanding the potential of your technology. Again, that doesn’t mean asking “How much faster can we do things the same way?” It means asking “What is our technology really capable of, and how can we adapt our business and processes to make the most of our technology investments?”
Before Netflix, people chose movies to rent by going to stores and combing through shelves of tapes and discs in search of something that looked good. Now, libraries of digital content are served up on personal devices, complete with recommendations and reviews based on user preferences.
Streaming subscription-based content directly to people’s TVs, computers, and mobile devices was an obvious disruption to the brick-and-mortar video rental business. Embracing streaming also led to Netflix looking at what else it could do with the available technology. That led to innovations like a content recommendation system driven by artificial intelligence. Talk about making the most out of your IT department!
Adapt your business to leverage digital transformation.
Similarly, digital transformations have reshaped how companies approach customer service. The old model was to wait for customers to come find you, whether in person or by calling an 800 number. But the rise of social media has changed service much like it’s changed advertising, marketing, and even sales and customer service. Progressive companies embrace social media as a chance to extend their service offerings by meeting customers on their platforms of choice.
What are the drivers in digitalization and digital transformation?
The root of any change in business starts with customers. It has to: Customer happiness is how you win in business.
Modern customer expectations are being driven by largely digital technology and digital innovations. The always-connected customer is always seeing new possibilities. When they see new things elsewhere, they want them from you, too. And if you can’t offer them, they’ll find someone else who can. The digitally connected world makes it easier than ever for customers to comparison shop and move from one brand to another, often with minimal effort required.
Digital innovation shapes business across all industries.
Digital transformation impacts every industry. Whether your business generates revenue through client services, digital media, or physical goods, technological innovations can transform your means of production, distribution, and customer service.
Depending on your business, your customer could be a consumer or a business-to-business (B2B) client. Let’s extend our perspective to also include your employees. As we’ll talk about in a moment, employee expectations are being driven by their own consumer experiences, particularly when it comes to digital innovation in the workplace.
Customers expect digital technology and innovation.
Today’s customers are connected and empowered by the digital era. They’re connected 24/7, and increasingly want and expect that same around-the-clock access to the companies they do business with. The key drivers behind this change in consumer behavior? Mobile devices and social media.
Over half of customers surveyed for Salesforce’s report “State of the Connected Customer” (first edition) said that technology has significantly changed their expectations of how companies should interact with them. More specifically, 73% of customers prefer to do business with brands that personalize their shopping experience, according to the Harvard Business Review.
Salesforce’s research also reports that 57% of consumers said it’s absolutely critical or very important for companies they purchase from to be innovative. Otherwise, they might just look for new companies to buy from: 70% of respondents said new technologies have made it easier for them to take their business elsewhere.
Employee empowerment drives digital solutions.
The Apple iPhone is often mentioned as a key driver in the adoption of consumer technology in the workplace. The iPhone wasn’t originally marketed to businesses, but it quickly became popular, to the point that corporate IT departments had to accommodate employees wanting to use iPhones in lieu of other devices. Once a few big employers opened their doors, acceptance of iPhones in the enterprise spread quickly.
The iPhone disrupted the status quo for technology adoption in the workplace. Instead of IT leaders telling employees which approved devices to use, enough workers asked for iPhones that IT departments eventually acquiesced. This trend continues today, with more “consumer-grade” technologies making their way into the workplace. Maybe even more noteworthy is the flip side of the trend: Enterprise software has started taking design and functionality cues from the consumer world. Long live ease of use!
Digital-first employees are connected employees.
Millennials — more than any other subset of the workforce — are proponents of the digital-first mentality. Having come of age on PCs, consumer electronics, and phone apps, millennials expect to enjoy the same powerful, easy-to-use digital tools in the workplace as they do in the rest of their lives.
Digital transformations apply this digital-first state of mind to empower all your employees. In the same way that consumers look for businesses ready and willing to connect with them 24/7 via social media and other digital channels, today’s employees thrive in environments that make it easy to collaborate, access information, and work anytime and from anywhere. Digitalization is a powerful ally of the empowered employee.
For small businesses, the upside to building a digital business can be game-changing. Not only is digitalization key to meeting customer expectations and empowering employees, but it can also help small businesses do more with less. The efficiencies afforded by going digital — having one comprehensive database shared across your entire business, leveraging customer data to create personalized messaging and service strategies, enabling employee connectivity from mobile devices, for example — can free small teams up to spend more time winning and keeping new customers.
Bonus: When you build digitally from the beginning, it’s much easier to scale systems as your business grows.
Digital innovations are transforming industries.
Employees aren’t the only ones benefiting from easy-to-use, always-on access to information in the workplace. Machines themselves are getting smarter, too. Artificial intelligence (AI), the Internet of Things (IoT), cloud analytics, and sensors of all sizes and capabilities are transforming manufacturing, production, research — virtually all facets of business across all industries.
Why do businesses need to transform in the digital era?
Digital transformation is business transformation. It’s a transformation that’s being driven by the basic desire to make work better for everyone, from employees to customers. The drivers we just walked though are some of the biggest reasons behind the massive changes rippling through the business world right now. Add to that the need every business has to compete for — and win — customers. If your competitors are leveraging digital transformation to streamline production, expand distribution, build a better workplace for employees, and improve the overall customer experience, you’d better up your game, too.
See the full article: https://www.salesforce.com/products/platform/why-business-need-transformation-innovation/?d=nav-next
