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Digital Transformation refers to the process of using technology to create something new or change the old way of doing business to suit the ever-changing digital era. It covers three dimensions: the organization’s business process, organizational cultural dimension, and customer experience dimension.
One of the benefits of digital transformation
Is creating new experiences for customers, which enhances customer experience. When organizations create new customer experiences, it strengthens the bond between the organization (or brand) and its customers, leading to sustainability in the future.
An example of a company that creates new experiences for customers in the digital age is Netflix. Netflix’s use of a digital platform that allows customers to stream movies and TV shows directly to their smartphones has generated enormous profits for the company, up to 20 billion US dollars per year.
Another benefit of digital transformation
Is accumulating more databases of insights. Collecting information related to the organization and its customers in all dimensions makes it easier to pick up and use this information as a base to understand customers better, make decisions with enough information, set a business strategy, and see the opportunity to profit from the investment.
When the organization is digitally aligned, it can drive the organization in different dimensions faster and more conveniently. This kind of agility is known as “Agility,” a concept that goes hand-in-hand with digital transformation. An example is working from home.
When Covid-19 first spread, organizations that had undergone digital transformation were able to give orders to work from home, and employees could start work immediately.
To start the digital transformation process,
There are four main guidelines.
-The first is to state the purpose clearly. Before an organization can enter the details, the purpose must be clearly defined. For example, if it is an IT business, the primary goal is to enhance the value of the digital experience for customers.
-The second guideline is to learn and know the technology that will be used. It’s impossible to do digital transformation without knowing the essential technologies, such as various software that can do almost all the work for people and the Internet of Things that connects different devices.
-The third guideline is to rethink and redesign the overall business landscape.
-Finally, cyber security is essential in doing digital transformation.
Nike is an example of a company that has successfully undergone digital transformation. The company has transformed its organization with digital transformation, leading itself to be known in the digital world as Nike “Just Did It.” From a footwear and apparel company, Nike has driven itself to use digital transformation in the wearables market.
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