Even the world’s biggest enterprises are coming under pressure to transform the way they do business. We’re all watching as innovative digital disruptors continue to shake up every industry.
Digital dinosaurs (the majority of traditional enterprises) recognize the need to digitize operations in order to escape extinction. But all too often big businesses are weighed down by the limitations of legacy IT systems and a lack of effective collaboration between business units.
The prevailing advice to traditional enterprises is that the path towards transformation begins with doing as the disruptors do, providing more personalized, relevant services.
Here are our five key areas that business and technology leaders should consider in service of this goal:
1. PERSONALIZATION: OFFER UNIQUE EXPERIENCES
Personalization is about putting people first and listening to what they want – being led by the needs of each individual customer to deliver a uniquely improved experience to every single one. Big data is enabling businesses to serve customers, employees and stakeholders based on preferences and insights rather than spamming them with content and services they are not interested in. Today’s users have come to expect personalized experiences, so smart businesses must transform if they are to stand a chance of meeting that expectation.
Progressive brands seek to connect with consumers on a personal and even emotional level. Netflix knows which shows and movies users may want to watch based on their viewing history, in the same way Amazon suggests potential purchases based on browsing history. Personalized experiences are taken for granted in social and entertainment environments, but when we arrive at our place of work – where we spend up to 35% of our lives – the digital experience is often 10 years behind the curve.
Real enterprise mobility requires a complete culture change and a ‘content first’ approach, rather than focusing purely on device management. Providing employees with access to their chosen software, dashboards, apps, content and databases whenever and wherever they need them.
2. CONTEXTUALIZATION: DELIVER RELEVANT INFORMATION
Relevant, tailored and adaptive digital experiences are no longer a delight but an expectation. Consumer apps like Uber and Google Maps deliver services in real-time via any device, while Swiftkey use AI to follow and log the way that users type, so its prediction capabilities become deadly accurate. These apps understand their user and consistently deliver spot-on services, encouraging brand love and advocacy. The nimble, agile disruptors know contextualization and are getting it right, but larger, more established enterprises are finding it more challenging to deliver.
To master contextualization, incumbent businesses must take a long look under the bonnet, do a full audit of their processes and systems and ensure that customer data is shared across silos and departments. They must harness demographic data on lifestyle and behaviours, historical data on past purchases, browsing history and behaviours as well as situational and location-based data. The smart analysis of this combined data enables companies to serve up relevant content, advice and services on appropriate devices at the most relevant times.
3. PERSPECTIVE: TAKE A HOLISTIC VIEW OF THE ENTERPRISE
In our experience, businesses that are new to embracing digital technologies often make the mistake of investing and focusing too heavily on customer facing apps. They do this without considering that customers have many touchpoints across the business, both online and in the physical world.
Businesses can only serve the connected customer with a connected experience, by being connected themselves. Large, multi-channel businesses must look to agile platforms that enable them to synchronise all their enterprise systems, ensure all these systems that the customer will never see are interlinked, and power the ones they can see such as apps, websites and call centers.
4. CUSTOMER EXPERIENCE: CONSIDER THE WHOLE CUSTOMER JOURNEY
True digital transformation is about joining the dots across the many touchpoints, breaking down business silos and helping data flow across systems. When this goes wrong, the customer knows about it first.
For example, consider a common customer service issue with a utility company. The organisation may have made efforts to build a nice app that monitors energy usage and shows billing status, provided a great Facebook page with useful information and advice about saving energy, and may be responding to customer service requests on Twitter.
But all of this can go horribly wrong if the organisation works in silos, which could see the billing department not lined up with customer service, or interactions via social media not logged with other departments. In the real world this happens every day, causing disappointment and frustration for customers.
5. CONNECTIVITY: MAKE YOUR DATA AVAILABLE EVERYWHERE
Connectivity is becoming the foundation for enterprise productivity as the growth of the cloud drives demand for constant, immediate communication and instant access to data.
This is a huge challenge, especially for companies with big, heavy systems that would take years to upgrade and months to create bespoke connectors that offer the same level of connectivity and flexibility as the cloud. Waiting for connectivity is no longer an option and enterprises need new and innovative models for connecting their services.
Wrapper technologies provide the answer, adding an agile digital layer to enterprise architecture that connects legacy systems and streams of data across the enterprise. Through this, companies can make data more available so that business units and employees can better respond to opportunities for new business, new operating models and improving the customer experience. Bizagi is a great example of one of these wrapper technologies.
LET’S BE CLEAR: ENTERPRISE TRANSFORMATION IS HARD
It’s well established that large businesses around the world are finding it difficult to transform. Individuals tasked with leading the transformation programs of digital dinosaurs have a mountain to climb.
Seeing this for ourselves in the companies that reach out to Bizagi, we wanted to help our customers get a view of the most common pitfalls and share strategies for overcoming them. So we commissioned a research report, asking over 1000 large businesses around the globe for their experiences and advice.
The result is ‘The Agility Trap‘ – our study of digital transformation programs worldwide – freely available for you to download today.