How to go about a digital transformation

Defining a clear direction for your digital transformation

What we ultimately need is a clearly articulated direction that is guiding our digital transformation that is detailing out the high-level direction.
To do so, we have to take two critical perspectives into account: what our customers want and what our business objectives are. Let’s discover how we identify both aspects!

1. Defining your key user / customer benefits

Customers want to achieve certain goals. Do you know what these are in relationship to your products and services? And do you know how these will evolve over the next years?

To embark on a successful digital transformation journey, it is essential to understand those important but underserved customer needs. Collecting and understanding the benefits users are seeking to realize is a crucial input to a digital transformation, as it helps organizations to identify pain points, unmet needs, and opportunities for improvement. By listening to the voice of the user, organizations can develop a customer-centric digital transformation strategy that addresses their needs and creates value for them. If conducted well, this approach will lead to higher adoption rates, greater satisfaction, and increased loyalty among end users and customers at large. Furthermore, involving users in the digital transformation process can help to build a culture of innovation and collaboration, where stakeholders feel empowered to contribute to the success of the initiative. Therefore, collecting user benefits should be an integral part of any digital transformation strategy, as it can provide valuable insights and help organizations to achieve their business objectives.

To identify those needs, start with the data you have already available: you may have market research inputs, feedback on your website and products, collected customer insights and research on Moments of Truth². You can then enrich this picture with the expertise of subject matter experts (SMEs), innovation research, future trends and other inputs. In an ideal world however, you would go beyond and really kick-off a separate workstream that focuses on identifying those important but underserved customer needs in a quantifiable way. In the end this is what your digital transformation initiative in the end is based on and so your investment security depends on it(!). So we want to invite you to go out and identify those.

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We at Digital Leadership are experts in identifying important but underserved customer needs with almost statistical certainty. We do so regularly for some of the world’s most exciting brands. Doing so is important since understanding your important but unmet customer needs ultimately increases your investment security drastically!