Digital Transformation
Digital Transformation is all about building a Culture of People and Technological capabilities in an incremental, cost effective and sustainable way. 30% of companies going through digital transformation still get it wrong. We at Growth Interactive have designed a framework to lead that change happen from top to bottom in the organisation.
Digital Transformation Framework – Step 1
Transformation Strategy
Transformation cannot happen until and unless a roadmap and goal is defined. But before defining a roadmap and goals we need to study the current ecosystem, analyse competition, assess the financial impact on the organisation, align the leadership and all stakeholders and address the cultural challenges Digital transformation will bring.
Digital transformation brings enormous amounts of transparency and every single action can be quantified.Brands need to understand that digital transformation to e-commerce brings a lot of challenges which can disrupt your entire supply chain.
Digital Transformation Framework – Step 2
Data Strategy
1000’s of SKUs sold across multiple geographies to different demographics. Ecommerce brings enormous amounts of critical and sensitive data into the organisation. Organisations need to define the exact framework for sharing of data internally (across the hierarchy) and externally. Data is the new goldmine and the key to answer a lot of questions internally in absolute terms for the successful growth of the organisation.
Hence, data architecture and data governance plays a vital role in determining how we address challenges and grab opportunities throughout the lifecycle of business.
Digital Transformation Framework – Step 3
Customer Experience (CX)
Ecommerce customer journey has evolved over the years and especially after covid has made rapid progress. Customer journey is now a mix of online and offline touchpoints and organisations need to be able to define a clear content strategy and customer engagement process for seamless experience of the brand across touchpoints.
Automation across the customer journey can play a vital role in reducing a lot of overheads but brands have to make sure that automation is HUMAN.
Digital Transformation Framework -Step 4
Organisational Alignment
We all have faced a similar situation, where we fill up a form online with at least 8-10 questions with all types of preferences, only to receive a call from the Sales department asking “How may I help you ?”. This clearly shows that the data framework is not aligned with all stakeholders internally within the organisation.
Digital Transformation cannot happen in isolation at a customer level. Brands have to make sure that your sales,finance, IT, customer service, marketing and communications and leadership departments are all aligned with the customer journey in the process to make sure customers receive amazing experiences.
Digital transformation Framework – Step 5
Cultural Transformation
Digital transformation when aligned internally will bring a lot of resistance within the organisation because a lot of legacy roles will become redundant as automation and data analytics will make the process super transparent. Brands will also need to bring a lot of new talent and make sure right training and development is provided to existing resources.
Brands over the years have faced a major challenge in managing the cultural revolution that comes when they are forced to go online and align the entire organisation towards it. Brand leadership needs to make sure the talent gap is identified in the right way and fresh resources are brought in to fill positions from top to bottom of hierarchy and not the other way round.
Digital Transformation Framework – Step 6
Managing Innovation
Transformation will not happen without continuous and compounding innovation. Digital will force that on you, because if you don’t, your competitor will. Hence, brands have to make sure that innovation framework is in place and all stakeholders are encouraged to bring innovation into the broadrooms.
Innovation across touchpoints throughout the customer journey needs to be managed while making sure internal teams and culture is aligned towards it. While most brands focus on customer funnels, it’s also important to manage innovation funnels internally.