Who is best placed to lead the Digital Transformation (DX) project? - One person cannot deliver the project... but one person can wreck it!
The project leader must be a well-respected individual within the organisation, and must have executive support from a board director, ideally a CFO, CIO, COO or CTO, although there are potential flaws with all:
It is imperative the DX project has the full support of the CEO, the wider Board, and key shareholders. A project of this nature needs a big commitment from the company and patience is required as it will consume a lot of resources, and patience, before any value is created.
So why bother?
If you get it right, a lot of shareholder wealth can be created from a successful DX project.
Your DX project should achieve four strategic objectives:
As consumers, we are demanding excellent digital services because organisations such as Amazon, Netflix and Revolut deliver this to us daily. B2C is creating high expectations for B2B, and as a result, we are growing frustrated with those organisations that can't keep up.
This B2C experience is also determining the path for our B2B engagements, and we are now demanding a similar level of service in our B2B relationships. This, coupled with working from home and Bring Your Own Device trends, means we demand access to our apps and data whenever, wherever and however we want.
Authentic DX, not a veneer wrap
DX needs to run deep within the business and ideally should be bottom-up, touching all core operations and processes. Some companies deploy DX solutions purely as a clumsy bolt-on, a customer-facing vanity strategy, and a marketing exercise… however, customers will very quickly see through this thin veneer!
To present yourself as a DX pioneer, you need to be authentic. If your core operations have genuinely been re-engineered and streamlined through a DX project, exposing this to your customers and interacting with them in a high-quality digital manner becomes a natural extension of what you do.
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