Goh said this includes areas such as when is the right time for an organisation to embark on a digital transformation journey and whether they are even ready to do so. Sign up for early bird tickets here!Īspects of digital transformation that nobody tells youĭigital transformation might have become a buzzword in recent years, but there is no guidance on where and when to start. Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. "Through the interactions with the customers, we are then able to provide consultative insights to them and provide them personalised solutions that would fit their needs and solve their pain points," she added. According to her, this helps the SaaS company better target similar prospects or audience through relevant channel and content.
#RISING TIDE INTERACTIVE CTO LINKEDIN OFFLINE#
Some ways Acquia has implemented digital transformation for its clients include understanding the buying process of the customer through the interactions with its content and salespeople via online and offline channels. Otherwise, there will be challenges in the long run, she added. To be successful in digital transformation, companies need to do the groundwork and ensure it is sustainable after the transformation. He added that this would then give the organisation a competitive edge over their competitors.Īlso weighing in on the topic was Acquia's senior field marketing manager Rachel Lam, who shared about the aspects of digital transformation that nobody tells you, "Where there are so many ways to interact with your prospects and customers, the information gathered from these interactions, there is always an issue of making sense and use of all the data," she added. "It ranges from simple actions such as making existing processes more efficient, to creating brand new ways to reach and engage with customers," he added.īesides improving business processes and making them more efficient, digital transformation also enables organisations to be more nimble and agile as well as being cost efficient in their day to day operations, Abbott Malaysia's head of digital marketing and CRM, Nicholas Goh, said. He explained that it is about combining customer-centric thinking with actionable data and digital channels, that ultimately deliver improved business outcomes.
Likewise, Daniel Lee, senior director - digital acceleration, foundational markets at McDonald's, defined digital transformation as business transformation executed through digital technology. He added that success stories come from companies that are flexible and respond quickly to changing customer priorities and market movements, realising greater customer satisfaction, revenue upside and business cost reductions. "I strongly believe that the key to a successful, scalable and sustainable digital transformation is making deep and holistic changes across all experiences, products, services, processes and data with customers’ needs and expectations at the centre of it all," he said.Īccording to him, the changes StarHub makes must improve customers' daily experience with the brand - from simplifying product catalogues to speeding up product enhancements, shortening response times and minimising errors. StarHub's chief digital officer, Adam Stewart, told Marketing that digital transformation is not just about creating a new mobile app or embracing automation software. One thing marketers can agree on is that digital transformation is an internal change involving business processes, culture and customer experiences to meet changing market requirements. How do marketers define digital transformation? To jump-start stalled digital transformations, McKinsey found that undertaking a rigorous change-management programme (28%), improving the economic model for the transformation's timing and impact (21%), as well as developing a robust internal communications plan (21%) were most associated with success. According to McKinsey, this reveals that "the trouble is not simply a matter of allocating sufficient funding or talent" when it comes to digital transformation. More than half of respondents (53%) said their resourcing problems result from the ways funds are earmarked or allocated among initiatives. A research by McKinsey Digital titled "How to restart your stalled digital transformation" found resourcing issues (20%) to be the most commonly cited factor in stalled digital transformations.
While it might be on the agenda of most companies nowadays, success does not come easy. Like it or not, the COVID-19 pandemic has spurred many companies to start their digital transformation journey.