Published on December 4, 2015 by Boris Kraft
Everyone’s talking about digital transformation, but sometimes people forget that digital technology is just a tool. Real transformation has to take place on a cultural level and go deep into a company’s flesh, rather than just being skin deep.
Digital transformation can only occur when organizations understand their customers’ behavior, expectations and demands. This is where strategy wins over tactics any day. Because, let’s face it, customers think in outcomes, not in departments. The real beauty of going digital right down to the bone is being able to offer the famous seamless experience that customers want.
They don’t want to use one site or app to book a flight, another one to book the next leg of the trip, another one to book a hotel, a ticket to a show, the insurance and so on. They don't care about your divisions, departments or internal structures. What they do care about is their dream holiday. To reflect this, your offerings need to be aligned with your customer wishes. And that’s why digital transformation needs to be cultural, because it involves every single area of your company. Before you start to think tactics, you need to consider exactly what you can change to give your company a digital head start.
To get some more tips about getting your company ready for real transformation, read my CMSWire article.
Boris Kraft has been creating and selling software since the age of 16. He is the Co-founder and Chief Visionary Officer of Magnolia. Boris is a member of the European CMS Expert Group and an experienced speaker and panelist. Boris is also a prolific writer: He likes to blog about all things Magnolia and regularly publishes articles in online and print magazines as well. He is a regular contributor for CMSWire. When’s he’s not thinking about the future of content management in Magnolia’s Basel headquarters, he loves to go sailing on Lake Lucerne, skiing in the Swiss Alps or admiring art around the world.
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