Five stumbling blocks of digitization
Digital transformation in Swiss companies is advancing by leaps and bounds—partly due to the pandemic. But when it comes to the long-term benefits of new technology, nothing should be rushed. Carsten Brandt of Visable explains the five pitfalls that must be avoided at all costs in order to successfully navigate the digital transformation.
1. not planning ahead and for the long term
In many companies, it is high time to drive forward and improve the digitization of operational processes. However, it would be wrong to rush into it. A clear strategy and long-term planning are needed.
It is crucial to objectively analyze the needs of the company and define the appropriate measures. There also needs to be a clear roadmap to follow in order to achieve the goals set: When do which measures need to be taken and what are the implications? Will the existing processes and instruments still be relevant in a few months or years? What legal requirements must be observed?
2. not clearly stating own goals and needs
Measures to promote digitization seem inevitable, but companies must not embark on the process without clear goals. Each step must be motivated by real needs and the corresponding solutions must be appropriate and effective.
The achievability of the goals must be checked as part of the strategy development. In addition, the planned measures must be clearly budgeted and it must also be defined which employees are involved and in what form. The goals must be quantifiable and measurable in order to make progress recognizable.
3. do not involve the teams and train them sufficiently.
The company's employees are directly affected by the digital transformation. Their working methods and tools are changing. These upheavals can have unpleasant consequences. Some employees may be overwhelmed by the changes and begin to resist them. The resulting effects on the company are numerous: productivity decreases, more mistakes happen, the working atmosphere deteriorates, and so on.
Therefore, everything possible must be done on the part of the company's management to facilitate the transition. Information about the digital transformation is needed, with explanations about its necessity, the goals to be achieved, and the means to be used. Employees must be trained in the use of the new tools and methods - tutorials, webinars and workshops are needed. Employees must understand the foundation for the transformation and be able to actively participate.
4. neglect of the customer relationship
Digitization can play a key role in the purchasing process, especially by automating and optimizing processes. This also enables the company to better meet the needs of the customer. The latter must be placed at the center of the digital transformation, as he is also affected by the changes to the company.
The tools and processes used must maintain or even improve a satisfactory customer experience. For example, by providing additional services or improving the efficiency of the service. It is important to repeatedly analyze customer expectations in detail to ensure that the digitization measures taken are suitable.
5. disregard the human factor
The digitization of the enterprise cannot happen without people. While it is essential to select the best tools and develop effective processes, people remain the decisive factor. Without him, there is a risk that the digital transformation will fail. It needs the consent of employees and customers. Technology must serve people, not people serving technology.
* Carsten Brandt is Head of Brand & Communications at B2B platform provider Visable.
