The digital transformation is a relentlessly rapid process. Like a tsunami, it can wash away corporate structures at hitherto unknown speeds, and it can destroy entire companies and industries.
There is a lot of focus on the digital transformation. But this also poses a risk. Especially larger companies find it difficult to get a handle on the speed of the conversion processes. Many consider it a Herculean task to define their own digital strategy. The development and internal coordination of such a strategy within the company comes dangerously close to a never-ending story.
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The good news - there is a way. At Campana & Schott, we have found it very useful if at the beginning, the digital strategy is only defined at the divisional, departmental or even at the product level. What this means: Start the process in your own area at the same time or in advance of the digital strategy for the entire company. Use this time to develop, test and adjust the main parameters of your own digital road map. Therefore, while others are still engaged in general discussions, you should already begin to gain experience with new digital projects, quickly analyze results, and reject many good ideas - so only the best can be consistently pursued - and always adjust the direction of your own digital road map.
This procedure is even possible at the level of individual products! Main question: What can the Customer Journey for your product (or that of a traveler, patient or policyholder) look like? What new digital channels can be used to better reach the target groups for your product? And which new services create a particular and customer-relevant added value?
I recommend the following “recipe” for this process: At the beginning is the conceptual objective. The digital objective governs the direction of the entire team, and helps with building an agile mindset for each employee. It describes the visionary business idea - the “where we are going” part. In other words, with what combination of (digital) products, services and market access does the company intend to make its money in the future? The digital road map that defines the way to get there: A description of concrete, realistic implementation measures and dates. It also defines which organizational skills must be present in the team.
We have analyzed the transformation projects we supported during the last few years, and can be more specific in this regard. The following four steps have proven themselves with regard to the implementation of the conceptual objective: