Want to receive an email when we post a new blog?






Three ways to create your company’s digital vision

Digital Transformation requires a focused vision

26 January 2017

True digital transformation starts at the top of a company. It starts with a focused vision. Often created and led by the senior-most employees. And then carried out by the mid and lower-level employees.

This is not to say that mid-level executives cannot bring about transformation. In fact, there are plenty of such examples where executives have digitally transformed parts of their businesses. But they are almost always confined to the boundaries of their own units or departments. Unable to break through silos that so rampantly exist in companies.

So it turns out that the top management has to be in the driving seat for a global company-wide change to happen.

A digital vision can focus on any of the three approaches:

1. Redefining Customer experience

Many companies choose customer experience as their focal point for digital transformation. But there is no one set way to do it. For customer experience itself can be redefined in many different ways:

a) Delivering an integrated customer experience through digital

When Burberry took the digital road to rebuild itself, its aim was to seamlessly blur the lines between physical and digital – create multi-channel coherence. Today Burberry is known as a fully digitized luxury brand. From interactive mirrors that transform into personalized screens to virtual smooches, the company has transformed itself digitally by focusing on creating an integrated customer experience.

b) Improving service to customers through digital

The low-cost carrier Southwest Airlines has been continually using Big Data to improve and determine which new customer services to implement. The airlines are apparently using speech analytics to extract value-rich data from its customers. This helps them explore customer sentiments and how they feel about their experience with Southwest in comparison to other competitors.

“By observing and looking into customer behaviors and actions online, we are better suited to offer our travelers the best rates and experiences possible. We also use this data to support the evolving relationships with our customers,” said Dan Landson, a company spokesman.

c) Using digital to understand customers better

LEGO uses its online presence to understand its customers better. One brilliant example is how it allows its members to co-create products that they would like to engage with. For instance, LEGO Ideas is an online community that allows members to create their own design sets and vote on submissions of others. If a proposed set gets 10,000 votes, then LEGO reviews it and picks a winner whose set is created and then sold worldwide. The creator earns a percentage of sales and gets recognition as the creator of all packaging. Thanks to digital, customers are involved from ideation to creation to validation at LEGO.

d) Changing lives through digital

While big pharma companies are still struggling to go fully digital to make an impact on the lives of patients worldwide, there are smaller players that are rapidly changing the health landscape.

Be My Eyes is one such example – a social network that connects blind users with sighted ones. The app provides on-demand help to blind users with simple everyday tasks, such as reading the expiration date on a milk carton or directing to a road sign. It offers a wonderful opportunity for sighted people to help those in need, with a quick swipe on their screens or a few minutes of facetime.

2. Redefining Operations

Companies that lack efficiency in their existing operations usually put their digital focus on redefining operations. For it is in the interest of every executive in a company to have a more transparent supply chain. This allows them to break down silos, form new collaborations and increase the speed of decision-making across the organization.

Boeing has been focusing its digital efforts on achieving operational excellence. And it believes that the future of aviation lies in creating ‘digital airlines’ using advanced analytics and artificial intelligence. Its collaboration with Microsoft is aimed to improve commercial aviation by enhancing factors like predictive aircraft maintenance, fuel optimization, airline systems, and the overall cabin passenger experience.

“There is great potential between the connected traveler, the connected airplane and the connected operation, and their interplay,” said Andrew Gendreau, director of advanced information solutions in Boeing’s Digital Aviation division. “Globally, airlines spend about $700 billion on operating costs, and there’s about $700 billion in revenue. So airlines are a very competitive business with profitable but narrow margins; leveraging data and analytics not only improves performance and experience but will give airlines a chance to sustain profitable growth.”

3. Redefining Business Models

Companies often create new business models by combining ideas around operational processes and customer experience. These newly defined business models can either be an extension of the existing ones or a complete departure from the old ways of working. Such a digital transformation takes one of the three approaches:

a) Defensive: Companies that are under the threat of being rendered obsolete tend to take a defensive approach, often focusing on their long-term survival. The pace of change in their industry is so fast that they must either face death at the hands of new technology or redesign their existing business models.

The extinction of street travel agents is a perfect example of how the Internet has forced the travel industry to adapt and embrace new technology. Even the biggest of travel agencies have had to step up their digital efforts to woo customers. Browsing through travel brochures or reading through Lonely Planet guides are no longer sufficient hooks for booking a holiday.

Travel stores are facing oblivion. But thanks to virtual reality, Thomas Cook is now offering ‘try before you buy’ tours in some of its stores to bring back the lost sheen of its business. By simply donning a headset, customers can now experience a slice of their holiday destinations before actually paying for them.

b) Offensive: Companies that actively seek opportunities to create digitally powered business models tend to adopt an offensive approach. In such a case, a company does not have to brave through a crisis. In fact, executives in such companies enjoy the luxury to experiment with new digital approaches.

H&M, an established fast-fashion clothing brand, is actively looking to make recycling ‘cool’ for creating a sustainable fashion future. The company aims to focus on behavioral change by encouraging consumers to recycle their unwanted clothes. Any piece of clothing or textile that is not needed can be dropped off at any local H&M store and given a new purpose: This campaign is helping them win the hearts of not just fashion-conscious but also environment-conscious consumers, thus helping them break into new customer segments.

c) Disruptive: These are companies that do not wait for challenges or opportunities to redefine their business models. These companies create digital visions to drive the industry-wide shift.

The ecommerce software platform Shopify has simplified the shopping experience to a new level. How? By realizing the retail potential in three of the world’s biggest social hubs: Facebook, Twitter and Pinterest. Shopify has introduced buy buttons on social media to empower small-time business owners in boosting their mobile and online sales. Now anyone can post products to Sello, the company’s new app, without first having to maintain a full-blown Shopify store. Pinterest’s Buyable Pins is already getting twice the conversion rate of regular Pins on mobile.

And yet there is no one way to conclude or frame a vision for digital transformation. It is an evolving journey that starts at the top and then engages people at every level in the company.

Photos by Mona Singh

Ripu Daman Singh

About the author: Ripu Daman Singh is almost neurotic when it comes to writing or ranting. Her devotion toward coffee and cake is insufferable. She has covered news for print media, built PR operations for startups and coached C-level executives in Communications for almost 10 years. Yet her biggest insecurity remains communication, or the illusion of it. Follow her on Twitter

19 thoughts on “Three ways to create your company’s digital vision”

  1. If some one wants to be updated with most up-to-date technologies after that he must be pay a quick visit this web site and be up to
    date daily.

  2. hello there and thank you for your information – I’ve definitely
    picked up something new from right here. I did however expertise some technical issues using
    this web site, as I experienced to reload the website lots of times previous to
    I could get it to load properly. I had been wondering if your web host is OK?
    Not that I’m complaining, but sluggish loading instances
    times will often affect your placement in google and
    could damage your high quality score if ads and marketing with Adwords.

    Anyway I’m adding this RSS to my e-mail and could look out
    for a lot more of your respective exciting content. Ensure that you update this again very soon.

  3. It’s perfect time to make some plans for the future
    and it is time to be happy. I’ve read this post and if I
    could I desire to suggest you some interesting things or tips.
    Perhaps you could write next articles referring
    to this article. I want to read even more things about it!

  4. You’re so cool! I do not think I have read a single thing like that before.
    So nice to discover another person with some original thoughts on this topic.

    Really.. thank you for starting this up. This website
    is something that is needed on the internet, someone with some originality!

  5. Thank you, I have recently been searching for
    info approximately this topic for a long time
    and yours is the best I have came upon so far. However, what in regards to the conclusion? Are you sure about the source?

  6. Ꮤonderfսl site you have here but I was curious if you kneԝ ᧐f any forums that ϲover
    the same topiϲs tɑlked about heгe? I’d reaⅼly love to be a part of community where I
    ⅽan get comments from other exрerienced people that share the
    same intereѕt. Іf you have any suggestions, please
    let mе know. Thanks!

  7. It’s a shame you don’t have a donate button! I’d certainly donate to
    this outstanding blog! I guess for now i’ll settle for book-marking and adding
    your RSS feed to my Google account. I look forward to new updates and will
    talk about this site with my Facebook group.
    Chat soon!

  8. Howdy. I discovered a person’s blog site making use of yahoo. That is the perfectly authored article. We’ll always search for that and resume read through further of the techniques. We appreciate you the submit.. kumpulan youtube terbaik I’ll certainly give back.

  9. You realize thus drastically regarding this kind of matter, generated everyone personally believe it out of many several sides video youtube terbaik. It’s like both males and females are usually not interested until it can be one thing to utilize Gal gaga! Your own personal items excellent. At all times cope with it up!

  10. If ѕome one needs eхpert vkew regaгding rnning a blog after that i advise him/her tto pay a quick
    visit this webpage, Keep up the good worҝ.

  11. It is really a nice and useful piece of info. I’m glad that you shared this
    useful information with us. Please stay us informed like this.

    Thank you for sharing.

  12. Howdy! This post couldn’t be written much better! Looking at
    this post reminds me of my previous roommate! He constantly kept
    talking about this. I’ll send this post to him. Pretty sure he will have a very good read.
    I appreciate you for sharing!

Comments are closed.

Interested in Working together to change the world?


Shares