Opinion | Why companies shouldn’t rush their digital transformation

In 2017 “improving the digital customer experience” was ranked as one of the top strategic priorities by senior executives in several studies. But “digital transformation” is a slippery term. It is so often used that its actual meaning can seem vague.

It is tempting for companies to rush to get onto the digital “runway” and showcase their “digital first” strategy. After all, customers live in an increasingly hyper-connected world. The last few years alone have seen new digital tools, technologies and trends exponentially increase the number of customer touchpoints available to marketers.

Yet my research shows that a hasty and haphazard adoption of digital trends is usually worse than doing nothing at all.

To stay ahead in the digital race, take time to properly integrate digital into an existing organisational strategy instead of rushing in to adopt the latest technology. The leaders in the race recognise that digital will not replace but enhance traditional marketing and/or strategy frameworks.

Companies will have to change the way they do business, if not their entire business model itself. Digital trends such as AR, VR, AI, smart sensors, wearables, 3-D printing and robotics can be seen as “software” that doesn’t function properly without having the right “hardware” in place. Just as important as technology, management disruptions such as design thinking, lean management and cross-silo coordination are critical enablers of the digital transformation process.