Lessons from the Frontline
In the dynamism of the digital revolution, companies are consistently striving for competitive advantage and the most effective way to drive their services into the forefront of the minds of potential customers. Although there are better prospects for improved efficiency, innovative approaches, or competitive advantage in the long term, there are no easy roads along the journey. During my career having been involved in many digital transformation projects, I’ve learned a lot about the challenges and pitfalls of delivering a successful transformation project. At a high level, these include:
1. Lack of Clear Vision and Strategy
A key stumbling block is starting without having a defined vision and strategy as part of the digital transformation endeavour. What is the true purpose of delivering the transformation? What does it mean to your business? What does success look like and what is the true path towards it?
Success in transformation must start with a definite vision which is aligned with the organisation’s strategies, one that everyone is bought into and one which will deliver benefits to the company and their customers.
2. Resistance to Change
Any transformation calls for change, but internal resistance from the organisation stalls the process. Communication therefore plays a vital role in curbing this. Make sure you involve employees upfront, telling them the benefits of this change for both the organisation and their own positions in it. Create an environment of change as normal, and provide training and support for the change effort. (See change management blog)
3. Insufficient Investment in Talent and Training
This is always an overlooked area. Digital transformation is in no way, a technological affair only but about people. Organisations expect their employees to change the way they work but provide insufficient investment into talent and training for them to achieve it. This oversight or under-investment causes a mismatch between skill capabilities required and skills availability. Focus on ongoing skills development programs for your staff to help them make the best use of this technology.
4. Overlooking Data Security and Privacy
Data security, privacy and governance cannot be underemphasised for businesses adopting new technologies. Failure to consider these elements can result in catastrophic outcomes such as GDPR breaches, unauthorised access to data and in the worst cases, potential lawsuits. Have in place a strong system right from the start, understand the legalities in the regions that you are implementing in and adhere to applicable laws to protect your organisation’s integrity and customer confidence.
5. Choosing Technology Over Business Needs
Although this may sound appealing, selecting the latest and most advanced innovations should be geared toward helping you enhance the overall operations of your business. Analyse and (more importantly) understand your processes and strategic goals prior to spending money on technology. Once you know the areas of improvement and the gaps that the technology will fill, verify those technologies and verify again that they will provide real business value. Remember, these transformations are going to last for several years, you want to make sure that the technology and processes you are implementing will stand the test of time.
6. Poor Project Management and Governance
Successful digital transformations hinge on proper project management. Lack of good project management can cause delays, scope creep, as well as budget overruns. Onboarding experienced project managers, setting up proper governance structures to support the project teams and regularly tracking it forward will ensure that your change moves well. It also allows the project to maintain its course on delivering the initial business case that underpinned the transformation in the first place.
7. Ignoring Customer Experience
However, digital transformation is not limited to internal procedures. Rather, it also defines how a customer relates to your business. Failure to include these customers in the process and address their concerns will cost the airline some unhappy passengers and business prospects. Keep on collecting feedback, track customer journeys and place priority on those changes that help to improve the whole customer experience.
Digital transformation is a journey that any organisation must walk carefully. If businesses learn from these common mistakes, they will be able to take on challenges, increase chances of success and really benefit in using digital technology as a tool for change. Having said that, while traversing your digital path, take into consideration those lessons that will help ensure a smooth change while staying in front of the curve.
