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27. 05. 2020

A Digital Transformation Roadmap for Stellar Results

Digital Transformation (DX) is on every executive’s mind now. The difficulty is that if you ask those Executives to define what DX is, you will get as many answers as there are Executives. The concept of DX is nebulous, dynamic, and often dismissed. In this article, we provide best practices to DX grounded on a simple definition: 

“Digital Transformation is the ability to leverage tools and technology, powered by data, to deliver great business and customer outcomes/ experiences through frictionless processes and interactions” 

The word “frictionless” is used here with purpose. When one thinks of friction, it conjures images of 2 planes rubbing against themselves, leaving abrasions and requiring energy to move. The concept of frictionless in this definition is to highlight that through proper technological implementations, data and processes move smoothly, requiring less energy and leaving a feeling of delight rather than abrasions. 

The emphasis on customers being at the center of DX is an important one. The premise is that functions within the business, directly or indirectly, work for the delivery of products and services to the intended customers. This doesn’t mean that DX is simply outwardly focused. It implies that in order to truly develop frictionless interactions (internal and external), one must fully appreciate the Customer Data Journey and all the touch-points a customer has with the organization. Through this, one can then understand what needs to be addressed in order to create that seamless experience. 

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Author

Kristian Gravelle

Kristian Gravelle

VP Marketing