Building a Successful Digital Transformation Roadmap

A roadmap for digital transformation (DT) can help an organization manage the transition.

Digital transformation means rethinking business models and tech investments to increase customers’ digital engagement. The process involves a complex, potentially overwhelming task, taking in multiple disciplines and presenting a vast array of possibilities for marketing and engagement. Nearly 90% of companies are undertaking DT, but few have formulated a strategy to guide themselves through it. Lack of a formal strategy can allow digital fragmentation – disconnected initiatives that lack alignment with the organization’s goals – as well as suboptimal technology investments. Foundational planning allows leaders to develop a unified program that supports top-level organizational goals.

“Understanding the ROI for each phase helps keep a multi-year journey on track.”

Your roadmap should establish tracks for people, process, technology and content.

The people track defines how the organization will deliver a superior, personalized customer experience through collaboration across functions and with business partners. The process track aims at efficiency, scalability and profitability – based on deep understanding of both the customer experience lifecycle and internal work flows and data flows. The technology track guides development of an information infrastructure that will integrate information management platforms and integrate data across silos to facilitate growth-enhancing predictive analytics. The content track focuses on managing information – both internal and customer-facing – to enhance accuracy, personalization, and quick and easy access.

“An information architecture is the foundation for a successful digital transformation initiative.”

Vision and strategy should guide development of your DT roadmap.

Agreement on an overarching vision and strategy can foster buy-in prior to hashing out the details. The roadmap demonstrates how technology will align with the organization’s growth strategy. From the roadmap, the team can determine the details of implementation. Upscale retailer Nordstrom provides an excellent model of DT, including the firm’s objectives and a clear vision of how to attain them through a seamless, personalized customer experience across all online and in-store touchpoints.

“Knowing the desired end result provides insight about the necessary steps to take along the way and how to arrive at that result.”

To create your roadmap, start with a digital maturity assessment; then develop your vision and determine where gaps exist.

For example, the assessment for the people track should identify the current state of the organization’s customer-centric culture, partner enablement programs, personalized buyer engagement and cross-functional collaboration. For each track, compare the assessment with the vision and highlight any gaps. Develop steps to close the gaps, and feed these steps into the roadmap. Keep the customer’s experience front and center as you undertake your DT journey.

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At Bentley Moore Executive, we have specialists with excellent commercial experience in programme delivery, cost savings, cost containment initiatives, as well as operational efficiencies gained operating in the public, private and charity sectors.

If you want to know more or wish to engage us to have a consultation on sustainable cost savings for your business or organisation, please do feel to contact us.

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About the Author

Earley Information Science is a professional services firm dedicated to helping organizations become AI-powered, customer-driven enterprises.

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