"We don't have a choice on whether we do Social Media, the question is how well we do it."
Erik Qualmann, Professor für Digitales Marketing, Hult International Business School. Autor des Buches Socialnomics
Die Digitale Transformation verändert mittel- und langfristig das Fundament Ihres Unternehmens im Hinblick auf Unternehmensstrategie, Unternehmensprozesse und Unternehmenskultur. Wie alle tiefgreifenden Veränderungen bietet es Ihnen als Unternehmer und Ihren Mitarbeiter, gerade als KMU, viele Möglichkeiten, Chancen als auch Herausforderungen für Ihr Unternehmen. Das anbrechende digitale Zeitalter, das sogenannte Digital Age, wirkt sich aus auf Ihre Unternehmensprozesse, Strategie und Geschäftsalltag. Die Chancen und Potentiale der digitalen Welt auf dem Weg in die Digitale Transformation sind weit ragend und wirken unerschöpflich, wenn man sie zu nutzen weiss. Die Veränderungen im Digital Age werden durch die Digital Transformation auf allen Ebenen im Unternehmen als auch gesellschaftlich eingeleitet. Die Frage nach dem "ob" stellt sich nicht, sondern vielmehr die Frage nach dem "wie" im Hinblick auf die Digitalisierung. Experten bezeichnen den Grad der Veränderung im Hinblick auf Auswirkungen und Tragweite als disruptiv und revolutionär. So sehr die Digitalisierung Chancen eröffnet, so sehr wirft es auch Fragen auf im Hinblick auf die Suche nach Orientierung in der digitalen Landschaft, Strategie und konkrete Umsetzung. Nicht wenige Unternehmen kämpfen intern ihrer Organisation als auch extern mit ihren Mitbewerbern um einen sinnhaften nachhaltigen digitalen Footprint. Damit Sie im digitalen Rauschen nicht untergehen, sondern strukturiert strategisch als auch operational nachhaltig von der digitalen Entwicklung profitieren, steht Ihnen Digital Consulting Schweiz zur Seite und berät Sie gerne auf Ihren Weg ins digitale Zeitalter.
"The digital revolution is far more significant than the invention of writing or even of printing."
"Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand."
Amy Jo Martin
"Historically, privacy was almost implicit, because it was hard to find and gather information. But in the digital world, whether it's digital cameras or satellites or just what you click on, we need to have more explicit rules - not just for governments but for private companies." Bill Gates
"Today, companies have to radically revolutionize themselves every few years just to stay relevant. That's because technology and the Internet have transformed the business landscape forever. The fast-paced digital age has accelerated the need for companies to become agile." Nolan Bushnell
Was ist Ihre Ansicht über das digitale Zeitalter, die Transformation Ihres Unternehmens. Sind Sie schon fortgeschritten auf dem Weg in die digitale Landschaft oder stehen Sie am Anfang Ihres Weges und treffen gerade jetzt die Entscheidung wohin Ihr Unternehmen gehen wird, welchen Weg Sie wählen und wie Sie den Weg begegnen werden? Sind Sie bereit den digitalen Weg mit all Ihren Möglichkeiten und Herausforderungen zu begegnen? Avalugo Digital Consulting Schweiz würde sich freuen, wenn wir Sie auf Ihrem Weg in die digital Transformation begleiten dürfen. Anbei finden Sie einen White Paper Auszug, der aufgrund der Internationalität von Projekt und Thema auf Englisch gehalten ist.
Over the last five years or so, there has been rapid evolution in the number of technologies that promise to disrupt established ways of doing business and mean that all organisations driving new initiatives should always take a Digital First approach. Evolution in mobile, social media, cloud and big data are revolutionising the way consumers interact with each other and the companies they do business with and consume services. This is creating huge new opportunities and threats for most enterprises. Consumers of all ages are gaining familiarity and comfort with a wide range of digital channels and are increasingly expecting high standards of digitisation.
There are many potential benefits and challenges for enterprises in becoming fully digital. Digital technologies are being used to automate processes throughout an organisation and change the way that employees communicate with customers, each other and how they collaborate. Lean new entrants are creating compelling digitally based propositions for customers, often using digital platforms for global reach but maintaining extremely low cost bases. Therefore embracing digital, in all its facets, must be a key priority for any organisation.
Transitioning to a digital enterprise
Transitioning to a fully digital enterprise requires a mixture of capabilities. It needs the right leadership, strategy and vision and will inevitably mean cultural and organisational changes. It will need a new and unfettered way of generating and executing ideas. It will need strong focus on the end-to-end customer experience your organisation creates. Whilst you may want to, or already be developing, siloed digital capabilities, you will also need a way of governing your digital investments differently to other initiatives and aggregating the capabilities you build into a digital platform that is easy and quick to change and evolve. You will also need to build in ways of capturing customer and employee feedback quickly and then rolling out new capabilities in days or weeks, not months or years.
Leadership, Vision and Strategy
It is important to have a clear business digitisation strategy, driven from the very top of the organisation. The strategy should be enterprise wide though the implementation or transition toward the strategy can and should be phased and iterative. Clear goals should exist for each business unit and expected business benefits from digitisation should be stated, measured against and evolve to reflect rapid changes in digital capabilities and trends. Governance has to reflect the need to trial new technologies and techniques and approaches for reducing time to market and for testing response, collecting feedback and evolving digital applications rapidly. It is important that governance process reflect the need to pioneer, accept small failures, learn fast and continually evolve the ideal mix of digital capabilities for your organisation.
Not only is it important to quickly develop digital solutions from within each business unit, it is critical that the business takes an enterprise wide view of the digital roadmap and transformation capabilities it needs to develop to become fully digital. Research by Cap Gemini has shown that those organisations that invest in digital applications generally deliver 9% more revenue than those that do not, whilst those that are successfully transforming their entire organisations to a digital first approach can deliver up to 26% more profitability.
Also, bear in mind, a digital strategy and roadmap should be continually evolved to ensure it takes into account rapidly changing trends, technologies, competitive pressures and market conditions.
Execution and Delivery
Rapid Execution and Delivery of digital initiatives is vital. Does your organisation have an efficient way of generating ideas for digital initiatives and can it execute on these quickly. The process used for developing a digital initiative must be designed from a complete User Experience perspective and delivered using a highly iterative and agile based delivery methodology.
Time to market must be as short as possible
Once live, you must constantly monitor usage and actively seek feedback from customers and have a steady flow of new features and functionality and be bold in trying out new features and then listening for what customers think and deploying changes quickly. Agile engineering practices such as Test Driven Development, Continuous Integration and Deployment and Test Automation delivering in short iterations will help keep time to market to a minimum and keep code quality high as well as helping you quickly make and roll out changes in your digital applications and solutions.
Many organisations start their digital initiatives within particular business units. However, it is important that the customer sees an end to end, joined up digital experience. Therefore, delivering digital initiatives through an overall digital platform which you can continually evolve and through which you can package and present services from back end, partner and third party systems will help ensure that investments in particular business unit initiatives can be deployed enterprise wide.
Organisation and Cultural Change
Any organisation that has been in business for some time will need to think about how it increases focus and importance on digitisation from an organisation and a cultural perspective. Established processes and knowledge workers can stifle innovation and entrepreneurial spirit. Businesses need to promote an entrepreneurial culture across the organisation. Many lean, innovative digital startups are already revolutionising industries.
Your organisation will need to adopt an entrepreneurial mindset and embed it in its culture. Your staff are already using digital technologies to make gradual but significant changes to their daily lives as consumers, they are going to expect the same as employees. They will have ideas. Leading digital companies are trying out digital technologies to revolutionise the way employees collaborate and communicate. They are also ensuring that digital ideas are captured, prioritised and harnessed. Let your employees know that from now on, you want them to think and act like digital start entrepreneurs and to bring ideas and then ensure you have governance that invests in those ideas.
Organisationally, it must be clear that digitisation is supported from the top and the board is focussed on securing the right digital future for the company. Many organisations are creating the role of Chief Digital Officer (CDO), others are embedding the digitisation responsibility within various senior roles. Whichever way you do it, building an organisation with the structure and mindset to think and act like a digital entrepreneur is key to success.
Digitising the Customer Experience
The Customer Experience is one of the first places companies look at for rapid Return on Investment for the digital initiatives. Great benefits can be had from digitising the way customers engage with your organisation and deliver benefits such as increased automation, improved quality, reduced costs and a better overall customer experience and positive brand perception. Customers expect to be able to engage digitally with your organisation across all touch points and also expect that you can use all the data you have about them to personalise their experience and fill in forms automatically, provide service or product recommendations that are relevant and context sensitive.
Best in class digital companies are digitising the entire customer facing processes across all channels and across all parts of the enterprise to provide a consistent experience. They are also making previously internal only processes available to customers to increase the level of self-management customers can undertake. They are also integrating partner companies in their business processes to provide real value add to customers or potentially, new services or value propositions.
Using big data capabilities, companies can analyse the huge amounts of information being created by digital transactions across all channels and see how customers react to automated services is essential in innovating the customer experience. So too is using social networks to solicit feedback, try out new offers and gauge customers reactions to new innovations.
Building a Digital Platform
When building digital solutions, it is best to build a digital platform upon which, new code is written but which interfaces to all key services in legacy and 3rd party applications. The platform should interface to all social networking platforms and support engagement with customers through any channel and any device. It should also be cloud based and built to capture the huge amount of information generated in a digitally enabled business. A data analysis engine should be part of the digital platform using appropriate Big Data databases and both real time so your organisation can respond to real time transactions/postings being made by your customers but also to analyse the huge amounts of digital information to lean new and interesting emerging trends and business insights. Find interesting relationships between seemingly unconnected data to better understand their customers and their businesses.They are also automating processes as much as possible to support a truly rich digital customer and partner experience. This includes automating knowledge based processes.
The digital future is here now and digital transformation must be a top agenda item for any serious organisation. Huge opportunities exist for those that invest in the right digital initiatives for their industry and organisation and these are not just in the customer experience but also in efficiency, productivity and employee collaboration and communication. Opportunities exist in all industries and transformation toward digitising the business and taking advantage of these opportunities must always led from the top of the organisation. This paper highlights some of the considerations and best practice approaches being taken by digital leaders.
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