To drive effective change, one of the first steps in a digital transformation framework or strategy needs to establish what the priorities are for organisations and teams.
The ADBL has developed the Digiskills Playbook which contains a range of tools and resources to help you prepare for and implement digital change in your organisation. Below is an infographic taken from the Digiskills Playbook that summarises the '7 priorities for digital transformation' that organisations approaching digital transformation need to consider.
This framework is part of section one of the Digiskills Playbook, Define your priorities. Participants in the Executive Diploma in Digital Business, get access to this framework during their course.
Find out more about the Executive Diploma in Digital Business, or join the ADBL leadership network to receive future resources, insights and exclusive event invitations from the ADBL.
Read more about each of the seven priorities in further detail below. Please get in touch if you would like to find out more about using the Digiskills Playbook in your organisation - firstname.lastname@example.org. We'd also love to hear any feedback on the framework in the comments section at the bottom of the page.
The ADBL digital transformation framework
Having a framework encompassing all areas you need to address in the digital context - a set of actionable categories within which to drive change – can create momentum and set up an organisation for ongoing successful digital transformation.
Adopt your customers’ perspective
Ensure all relevant people across your business understand who your customers are today. Use the ever growing amount of data you have access to and techniques such as personas and customer journey mapping to put yourself in their digital shoes. Employ a user-centred design approach to everything you do related to your customers or your customers’ customers. Remember your customers’ digital expectations are most likely not set by your direct competitors but from their adoption of technology across all aspects of their lives today.
Optimise your digital channels
Fully understand the possibilities afforded by offering a seamless, omni-channel experience for your customers. Customers are using digital channels like search, mobile and social media to source what they need, to conduct transactions and to communicate their likes, dislikes and preferences of your products and services. There is also an expectation from customers that the digital tools they use and the channels they prefer are mirrored by the companies they choose, or need to interact with. Make sure you know how your digital and physical channels interact and the role content plays across all of them.
Unlock your data
Make the most of the data you already have or can easily access. Profile your customers to better understand their needs and behaviours and take advantage of the amount of data generated from multiple touchpoints, especially digital ones. Capture new data and learning from continually experimenting in your proposition and product development and use your data within your company to transform your culture. Become playful and insightful with the data you review daily and then stretch your imagination with big data and predictive analytics.
Innovate and iterate products and services
Apply methods used by digitally-native companies in appropriate areas of your business. Create a learning culture with approaches like ‘test and learn’ and ‘build-measure-learn’. Work out what areas of your organisation could benefit from adopting an agile approach and try techniques such as pretotyping and minimum viable products to continually iterate your products and services with your customers. Strive for continuous, not episodic, innovation.
Rethink your business model
Take inspiration from startups and look for opportunities to change where you sit in the value chain. Think about horizontal disruption and reimagine new revenue streams which are much easier to test in the digital age. Use tools like the business model canvas and lean canvas to rapidly assess disruption opportunities. Don’t just think ‘it’s not for us’ or ‘we are just too big’. Speak to others that have successfully done it and create your own game-changer, maybe not for your whole industry but at least for you and your customers.
Maximise evolving technology
Don’t just get familiar with new technologies but become infatuated with the advantages being created, as the speed from emergence to mainstream is getting
faster. Disruptive change, emerging technologies and constant evolution are the status quo now. Not all new technologies will be right for your business so ensure you have enough people who understand what they can do. Seek insights from other organisations and other sectors. Maximise technology to stay relevant for and connected with your customers, to keep ahead of your competitors and to grow your business.
Drive the digital mindset
Keep one eye inwards on your organisation. Digital is an opportunity to evolve an organisation’s internal working practices, but more than that it's essential that the mindset and digital literacy of the entire organisation is raised, in order to truly meet your customers’ needs. Promote digital collaboration tools within the company and challenge leaders to reimagine business processes leveraging mobile, the cloud, social media and connected devices. Find the digital evangelists and bring in new talent. New roles require different capabilities and more traditional role profiles need refreshed skillsets. The war for digital talent is underway and those organisations who are deemed more digital at their core and show modern leadership thinking are the ones who will win.
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