In the digital era, change is inevitable for many organisations. A ‘sink or swim’ mentality finds its way into the psyche of businesses – they embrace digital transformation because of either a pressing need, a reaction to the activities of competitors within their own market, or maybe because of the torrent of advice from thought leaders that implore us to digitalise as soon as possible.
Is digital essential?
Setting up a social media presence, creating and marketing a dedicated app, or providing online webinars to prospective clients – they are all evidence of digital transformation, but how many of these activities are needed, and how many are simply following fashion?
It seems there might be a sector specific pattern. Industries at the very forefront of the digital revolution – such as IT companies which create the technologies and the agencies which use them creatively or market them – are more obliged than other fields to digitalise. After all, they are in effect showcasing their own products – if they don’t believe in them, who will?
For other sectors – such as financial – there seems to be a reputational element to the pace of digital transformation. Of course, many organisational benefits are to be had from using customer relationship management (CRM) software or cloud computing, but in a public facing sense, there is the need to keep up with the neighbours. Corporates in particular, cannot be seen to be left behind by the leading pack.
Then there are more traditional sectors – legal, manufacturing and construction among them – who to varying degrees, don’t see the need to digitalise at the same pace as other industries. Their core business is still based around long held partnerships and business relationships, word of mouth referrals, or historic trade deals. Look at some solicitors’ websites, for instance, and they might seem antiquated compared to the flashy, media-driven online homes we are used to.
Don’t patronise or pigeon hole
What we can learn by looking at the bigger picture, is that it is inaccurate to apply broad brushstrokes when painting the picture of digital transformation. Many organisations will continue to look at digital change in terms of ‘needs must’ scenarios which are brought about by obligations, rather than the pressure to keep up with competitors. Advice instructing organisations that they “must incorporate” certain digital practices are missing the point that the successful operation of the business core will in most cases, take precedent.
There are, however, some success stories which illuminate the powerful potential of digital transformation, and the tangible benefits it can deliver. The public sector, for instance, is able to cut down on the number of bureaucratic hands needed by making it easier for citizens to find and submit information online. Where costs can be saved, and processes made simpler by digital transformation, there is very little argument to shy away from change, but it is important to remember that a ‘one size fits all’ doctrine is well wide of the mark.
We continue to sit in meetings where our clients feel Digital Transformation has to be done and done today, which on its own means that they ‘knee jerk’ invest in a myriad of tools that declare to offer that digital advantage without understanding what outcomes they are chasing. Our job is Salesforce. That’s what we do. We see Salesforce as a key enabler to transformation but we are also clear that this comes with the need to understand the outcomes of any project we and our customers embark on.
Outcomes driven projects enable us to continually check back and make sure we know what success looks like and that our continue to see change as a positive and can bring their workforce along with them. As experts in salesforce, we are experts in process, we will always challenge you and ‘the way it’s always been done’, we will make sure that change makes you more efficient, drives your revenue income and makes your processes work for you.
In conclusion, is digital transformation scary? No, not if you plan, you challenge, you prepare for change and you work with a partner that has been there, done it and has the Mug! Take a look at the benefits for outsourcing to find out why a consultancy is the best choice to help you through.