Digitally Focused

The practical application of data storage, data transmission and computer processing to transform business processes started in the mid-80's. These capabilities have advanced over the last 30 years to the point that the power and cost of digital technology has pushed the movement of digital transformation forward. I define digital transformation as "comprehensively changing business processes and or experience journeys by integrating digital technologies, processes changes and people skills, with the intent to create competitive advantages and accelerate profitable growth." Digital Transformation today can mostly fall into the following three key buckets: Product Innovation - enabling existing products, integrating 3rd party product features, and creating new products. Customer Experience - this includes capabilities that touch any part of the product purchase life cycle ACTR, which includes awareness, consideration, transaction and retention/service phases. Ope...

When I meet with clients or colleagues I like to ask them for their definition of digital transformation. It varies widely from department to department and leadership to rank and file. The definition I share with them is "comprehensively changing business processes and or experience journeys by integrating digital technologies, processes changes and people skills, with the intent to create competitive advantages and accelerate profitable growth." Comprehensively is the key work. The online definition of comprehensive, "in a way that includes or deals with all or nearly all elements or aspects of something." So digital transformation is about big change across a process, line of business, division or company. Digitization is about automating processes. Applying technology to do things faster, smarter and with a higher quality than humans can do. This is more limited execution versus a transformational effort. Another angle of digital is application mo...