When digital is not digital

The term 'digital' conjures up all kinds of horror for some, all manner of profit for others. The challenges for companies wishing to 'become digital' are complex. Understandably the very term can be confusing, after all, company owners, founders and executive were sold 'digital solutions' by vendors over many years now.

There are so many people better qualified to explain 'digital' as it is used today, so forgive this rather basic view of mine. The key I believe is understanding that our market is consuming information, data and services differently to any before it, the idea that generations now can discover, demand and use whatever they wish via their personal devices anywhere anytime. Whilst e-commerce originally saw the expansion of shop windows globally, entire enterprises have now expanded to conquer the world, mobile devices their catalyst, usable data their secret sauce. They market, engage, transact and fulfill from miles away, winning over your customer base at an alarming pace. They get that the market has become #digital... Starting to get the picture?

A tech savvy competitor who 'gets digital' can reach right across any historic divide, to a loyal customer base and win them over. Many consumers are already schooled in this way, they walk into beautifully curated branches or stores with eager staff pampering their every need, only to step just outside the door, hit their mobile devices, price compare and if favorable, purchase from the competitor. All that investment and effort on the part of the original brand only to lose to a competitor who is savvier with 'digital'.

First thing to understand is that this market will just get worse and worse for you as a brand unless you accept the behavior of consumers has changed significantly, and will continue to change. Consumers don't have to come to you any longer, they can do what they want to do just where they are, they can buy what they want at any time of the day, and they can choose to invest their money in or pay from one of many different services today. Get that 'digital' is not a channel, it is not that shiny new or stale old website your nephew threw together for you, or that nice snappy little app that your digital agency sold you. Digital change runs far deeper than that, it is a DNA that must run through your entire operation, from supply chain to sales. Oh, and no, its not your ERP system, just... no!

With that understanding must come change, a deep cultural change within your organization that re aligns essential services and processes to address this new consumer reality. Without that cultural change, you will waste money chasing technology, which cannot solve this dilemma for you. Before rushing out and buying technology, plan for change within your organization. You cannot hope to address this change without people who 'get' that the company is second to the customer today, that 'the way it was always done' is the death cry of a sinking ship, that consumers don't have to 'listen' to your team any more, that the experts whom consumers turn to now are friends, family or influencers, people that engender far more trust that your PHDs and have no commitment to you at all.

Then comes the pain, understanding that the way vendors designed your company for you in the past, no longer applies in full. The days of simply rolling out an ERP or legacy FS platform and changing your entire company to fit to that solution, is over. These systems are all designed to mainly serve the CEO / CFO / shareholder's needs, to make the enterprise more 'enterprisy', very few to serve customers in the way they demand to be served today. Yes, customers can 'demand' that :) Surprised? Refer to point two above. Accept that the changes needed to make your company work the way the market is now demanding, will require commitment through the pain of implementing new solutions and methods to reach and satisfy this demanding market.

Pride is possibly the worst enemy for so many executives and founders today. You feel the way the company was built is just right, since it has worked the past 5 or 10 or 50 years and was always successful. Why change, right? Nokia is possibly your best example here. There is a company who felt they did everything right, everything, and still lost completely. The key being that there is only 'the market', and when it changes you must be agile and humble enough to change with it. Cultural, technical and business changes working side by side can get you there. To be successful you need to understand that there is a whole landscape of changes required, wedged between data and consumer, all needed yesterday of course. And that all changes again tomorrow!

I certainly don't have all the answers, but dang it I love to try! Digital is fast evolving and the challenges are different on a daily basis. That said my network is filled with some of the most amazing individuals, experts in this field. Feel welcome to write your comments and opinions here. Show me up where I am wrong or add what you feel I missed. I am sure they would all love to respond and share some of their wisdom too!