Digital Transformation – Defined
To be successful, companies must focus on customer experience and to
remain sustainable, they must invest in digital technology.
5 Force’s Model In The Age Of Digital Disruption
The
digital
Media
Revolution
is
shaping
the
way
we
conduct
business
and
as
a
result
how
successful
firms
can
be
in
the
digital
age.
We
are
now
in
the
age
of
“Digital
Disruption”
whereby
major
firms
across
all
industries
are
seeing
their
competitive
landscape
changing
due
to
the
digital
technologies.
Consequently
the
Porter’s
5
Forces
Model
needs
to
be
reviewed
in
this
digital
age.
For
all
industries,
barriers
to
entry
decrease
while
competition
rises
dramatically.
Additionally
buyers
have
now
more
control
than
ever
before,
with
the
ability
to
gather
all
information
necessary
for
their
decision-­‐making
process
as
well
as
more
options
to
switch
providers.
Consequently
businesses
must
embrace
Digital
Transformation
and
focus
their
strategies
on
enhancing
the
customer
experience
in
order
to
remain
competitive.
To
be
Successful
companies
need
to
focus
on
Customer
Experience.For
A
Detailed
Understanding
Of
“Digital
Disruption”
Watch
This:
Digital Disruption – A Debate, Writers Should Know About
Courtesy: https://www.grubstreet.org/

Big Data & Customer Satisfaction
Learning
about
customer
is
easier
than
ever.
IBM
estimates
that
by
2020
there
will
be
300
times
more
information
available
than
8
years
ago.
With
Digital
Marketing,
Mobile
and
Social
Media
marketers
can
map
the
customer
journey;
and
then
learn,
adapt
and
satisfy
its
customers.
The
Internet
Society
considers
that
it
is
very
feasible
for
marketers
to
track
customers
via
their
digital
footprints.
Traditional
customer
relationship
management
can
be
boosted
with
digital
quantitative
and
qualitative
data.
However,
if
the
majority
of
businesses
understand
the
need
for
relevant
customer
insights,
the
overload
of
data
available
and
the
lack
of
appropriate
capabilities
to
process
and
act
upon
the
data
are
the
greater
challenges
for
many
organisations.
For
instance,
Kapo
states
in
a
recent
report
that
68%
of
businesses
and
IT
leaders
agree
that
Big
Data
can
improve
customer
satisfaction
while
49%
are
concerned
about
the
time,
resources
and
skills
required.
Some
barriers
are
for
instance
related
to
the
capability
to
integrate
different
data
sources
and
providing
real
time
data
into
a
context
or
that
often
soft
data
related
to
the
customer
experience
will
be
considered
irrelevant
or
not
as
an
actionable
insight.

Additionally,
Big
Data
means
different
things
to
IT
and
Marketers.
IT
practitioners
focus
on
structuring,
tagging,
cleansing
and
storing
data
while
Marketers
seek
real
time
and
contextual
information
about
their
customers.
While
IT
acts
as
a
technological
inhibitor
for
Customer
Insight
Practitioner
and
Marketers,
we
often
see
a
disconnection
between
them
with
different
motivations
and
objectives
regardless
of
their
common
interest
of
gathering
actionable
data
about
customers.
Marketers
without
IT
and
vice-­‐versa
cannot
implement
the
technology
required
to
gather
the
data
that
will
be
converted
into
marketing
intelligence.
The
needs
and
practices
to
facilitate
actionable
insights
and
CIO-­‐
CMO
collaborations
are
crucial
to
emphasize
creativity
and
collaboration
for
innovative
strategies.
With
no
surprise
we
see
now,
many
Research
Agencies
promoting
CIO-­‐CMO
relationships
via
various
business
articles
and
innovative
events
such
as:
eTouch,
Accenture,
Forrester,
IBM
and
IDG.
Modified Role Of Marketers
Furthermore,
the
role
of
Marketers
has
changes
more
in
the
past
few
years
compare
than
the
last
50
years.
As
a
result
there
is
a
shortage
in
digital
skills.
According
to
the
Guardian
Modern
Marketer
require
a
new
set
of
numerical
and
analytical
skills
in
order
to
succeed.
For
instance
as
per
Mc
Kinsey
&
Co,
the
requirement
for
the
talent
of
data-­‐
analytics
will
go
beyond
the
supply
by
an
average
of
approximately
45%
to
65%
by
2018.
Looking
at
the
US
alone,
they
might
encounter
a
deficiency
of
135,000
to
185,000
human
resources
with
profound
methodical
talents
as
well
as
1.4
million
managers
and
analysts
to
study
Big
Data
and
make
assessment
based
on
their
judgments.
Many
corporations
concerns
are
related
to
the
attraction
of
a
niche
pool
of
digital
talent
along
with
the
training
and
retention
of
current
marketing
experts.
Reshaping of Marketing Departments & Technology
Additionally
businesses
also
face
difficulties
to
adjust
their
strategy,
tools
and
processes.
If
Organisations
need
to
recruit
new
talents,
they
also
need
to
reshape
their
structure
to
facilitate
Digital
Excellence.
Gartner
considers
that
digital
transformation
will
impact
organizational
structure,
skills
and
processes,
and
radically
change
marketing
investment
to
achieve
such
objectives.
Furthermore
to
share
another

perspective
from
IDC
suggest
that
by
2020
marketing
departments
will
be
reshaped
in
three
organisational
systems
such
as
Content,
Channel
and
Consumption,
where
the
core
capabilities
will
be
data
and
marketing
technology.
Conclusion To Digital Transformation:
This
reshape
of
organisations
not
only
touch
their
structures
but
also
their
long
term
objectives.
Without
doubt
technology
is
at
the
core
of
competitive
advantage
as
it
is
the
bridge
between
business
and
customers.
This
is
why
to
remain
Sustainable,
business
need
to
invest
in
Digital
Technologies.
The
CEO
of
Forrester
Research
reinforces
my
opinion
by
predicting
that
“In
the
future,
every
company
will
be
a
software
company.
Software
is
the
new
business
currency
more
important
than
financial
capital”.
Innovation
and
Emerging
technologies
are
competitive
capabilities
as
it
touches
all
departments
from
HR
to
Finance
along
with
Sales
&
Marketing
to
Research
&
Development.
Emerging
technologies
including
analytic,
mobile
and
the
Internet
of
Things,
social,
and
cloud
service,
are
the
essential
component
of
a
successful
digital
transformation.
Authors Bio: “Ericka Pionin”
Ericka
Pionin
is
a
“Digital
Advocate”
and
passionate
about
corporate
business.
She
helps
businesses
and
entrepreneurs
to
become
competitive
in
the
digital
edge.
Ericka
‘s
biggest
assets
are
her
capability
to
connect
opportunities
into
business
action
as
well
as
to
be
straightforward
and
bold
when
she
advises
her
clients.
Connect
with
her
professionally
at
LinkedIn
or
follow
her
on
Twitter.
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This
article
was
initially
published
at
www.shafiqsiddiqui.com