Are Businesses Still Missing the Point About Digital Transformation?

The other night I was talking to the Head of Product Management for a company who run several Dating Site brands (facing into differnet market sectors: young, old, gay etc. and across over 50 countries). He was really keen on the term "Digital As Usual" (DAU), because it encapsulates the culture and thinking needed to sustain a Digital Business Model.

So I was quite disappointed to see Raconteur's recent article on Digital Transformation, which shows just how badly many companies are still addressing their move to a Digital Business model. The usual collection of issues showed up: It's an IT problem, its a siloed CDO problem etc. Though, to some extent I think that the authors and experts quoted in the article got it wrong too as they keep talking about Digital Transformation, implying that you get there in a relatively short period of time. The whole point is that you never get there. It is a continuous journey and requires the whole business to act as a team who enjoy voyaging. So instead of transformation programmes, they should think Star Ship Enterprise and understand that what they are really pursuing is organisational excellence and customer delight. Getting that right will move the dial on meaningful organisational measures of performance and deliver revenues and profits (or whatever relevant Value that applies to their organisation) as a byproduct of operating a successful Digital Business Model.

What was interesting in the article was the criticism of organisations who think about digital as just being IT. Whilst in Asia Pacific, a recent survey looked at Digital and IT Transformation. Companies in this region belivve that they are leading the world in digital transformation. Its finding was that where businesses had addressed IT Transformation, they were over 39 times more likely to make better faster decisions than competitors and 13 times more likely to complete application deployments ahead of time, whilst running their critical applications at less than half the cost of competitors (who had not transformed). This is despite the fact that IT leaders are less likely to be involved in critical business decisions that in other parts of the world.

So, IT and lean capabilities are essential enablers, but the senior management team needs to work as a team and not a series of siloed prima donnas. However it is difficult to find anyone who works maturely across all aspects of digitalisation. The Head of Product Management that I talked to (above) freely admitted that his organisation, although growing successfully, does not put enough attention into data quality and avoiding technical debt. And the Strategic Busines  KPIs that they work to are not perhaps the best in optimising customer experience. However, they were very storng on identifying tangible market opportunities, product thinking and lean delivery, whilst enjoying a positive collaborative and innovative culture. They recognised that innovation does sometimes mean learning from failure, although they don't have a strict measure on how much failure is acceptable. But they were doing enought to prosper and continue to learn and grow on their journey. And that is the point.