Who much runs soon stops, says the Spanish proverb. Everyone knows that stairs go up step by step; our mothers were responsible for reminding us that if you try to bound up them three by three you run the risk of falling. This statement applies to many areas, but it is of special relevance when it comes to digital transformation.
Digital transformation is a continuous process in time, in which many factors beyond the technological ones are included. It is no use digitizing a company if we do not empower employees to adopt digitalization in their work. In fact, the cultural change of the organization is considered the most complex challenge of digital transformation for Spanish companies and many others worldwide.
In this process there are no shortcuts. We can accelerate it if the strategic implication and the efforts carried out are greater but in no case can we skip the necessary steps if we want to carry out an authentic and sustainable digital transformation. These steps have implications at all levels of the company, so it is necessary that the transformation is led in a combined form between IT and business.
From the area of digital marketing of Capgemini, we understand that it is necessary to focus the digital transformation carrying out a progressive digital immersion. We propose to divide the immersion in a series of stages or steps, so that projects of the next step are not undertaken until the different initiatives of the common step have been completed.
Just as no one would think of buying a Ferrari immediately after getting his driver’s license, we understand that in order to carry out the most complex digital initiatives, it is necessary to have gone through different degrees or steps of digital maturity or digital immersion. The following image illustrates this “stairway” of digital immersion:
In a first phase, what we call Digital Foundations is established. In this step, the initiatives that will establish the base on which to sustain the company’s digitalization are taken. This base includes the architecture and the strategies that coordinate the different digital actions to be carried out.
The second step is the stage we call Digital Expansion. In this phase, symptoms begin to appear outside the organization (digital touchpoints). It also begins to empower employees in digital skills and begin to analyze the results of actions taken in digital channels.
The third stage is identified as Digital Optimization. At this point we will delve into the actions of the previous step. Companies that are in this step can say that they have a true digital culture, are able to analyze digital information in an advanced way, using predictive tools and with self-learning processes. They also interact with their customers through those channels they prefer at any given time, collect their feedback in an advanced manner and are able to establish innovations derived from co-creation.
The last step, which few companies reach today, is the Digital Maximization. In this stage, automated processes are observed in which authentic artificial intelligence is applied. Huge amounts of data are analyzed, both internal and external, allowing a true personalization of the customer experience. All this allows the creation of new business models based on the digital world, such as virtual reality or augmented reality.
Progressing through these four steps requires the implementation of multiple projects and initiatives, involves multiple areas that need to be coordinated and, undoubtedly, needs many hours of work to be carried out. For this reason, more than half of the companies manifest that rely on a specialized partner is essential to carry out the digital transformation.
From the practice of Insights and Data and Digital Customer Experience of Capgemini we put at the disposal of companies a human group with digital DNA, trained in agile methodologies, certified in the most productive digital tools of the market and specialized in different digital hypes, all this oriented to ensure the digital transformation of our clients.