DIGITAL

TRANSFORMATION
Athens │ November 2017
What Digital Transformation is
TERMINOLOGY

Digital Transformation
is the transformation of business and organizational
activities, processes, competencies & models
to fully leverage the changes and opportunities of a mix of digital
technologies and their accelerating impact across society in a
strategic and prioritized way, with present and future
shifts in mind.

DIGITAL TRANSFORMATION
EVOLUTION OF DIGITAL TRANSFORMATION

• Digital used to be synonymous with “IT”

• Companies mainly focused on data mining, search technology, and virtual collaboration

‘07 • Companies lacked a mobile strategy, let alone a mobile presence for engaging with their customers or
for helping employees collaborate
• Only 40% of CIOs were involved in strategic planning
• Just 33% of executives said their CEO was a champion for digital

• Digital strategy drives the roadmap and goals of many departments.

• Executives are directing their energy toward artificial intelligence, machine learning, and the
Internet of Things.
‘17 • Companies leverage social platforms like Facebook to advance their business goals.
• CIOs are regarded as some of the most integral members of the C-Suite.
• 68% of executives said their CEO was a champion for digital

DIGITAL TRANSFORMATION
 WHAT DOES DIGITAL TRANSFORMATION LOOK LIKE?

5 EXAMPLES TO HELP YOU 

AUTONOMOUS TRACTORS
01 precision applying fertilizer and water using 4K images from a
drone.

AUGMENTED REALITY GLASSES

02 that show an aircraft maintenance engineer the manual for the
engine she is repairing.
AN OIL PUMP ON A RIG
03 avoiding an outage by self-diagnosing at the
edge.

OMNICHANNEL SHOPPING APP

04 that senses a customer coming into the store to pick
up goods ordered on the web.
SMART DRILL
Support Multiple/Different 05
Attribution of marketing identifying
configuring
the material
Redeem
itself to
it’s drilling of
process-support
optimize
and automatically
performance.
multiple redeem processes
Commercial schemes points-social integration

DIGITAL TRANSFORMATION
WHY DIGITAL TRANSFORMATION IS ESSENTIAL

#1 #2 #3 #4 #5 #6

Digital innovation Employees are For customers, it’s Data and analytics AI It all comes
is your demanding all about the user reign supreme will be a back to the
competitive change experience game-changer cloud
advantage

DIGITAL TRANSFORMATION
How Digital Transformation
impacts organizations
THE ESSENTIAL ELEMENTS
4 essential elements required in Digital Transformation and related with technology, people and
processes.

Change Management Intent and priorities

it is all about the human dimension. If things
One size doesn’t fit all solution and intent, outcomes
change too fast for people this can be a recipe
and priorities steer the digital transformation efforts,
for failure and at broader scale even
on top of changing parameters in the ecosystem.
resistance.

Silos, responsibility & skills Digitization

DT requires the ability to work across silos. In many What matters is the combination, strategic and
cases, DT even is about totally reworking prioritized interconnecting and the actions you take
organizational structures. Centers of Excellence as to achieve business goals through digitization and
removing specific silos. combining data.

DIGITAL TRANSFORMATION
TRANSFORMING CUSTOMER EXPERIENCE
Full customer picture
Digital enterprises use the data they gather to
understand how their customers want to
engage and deliver on their brand promise at
every point of interaction.
DIGITAL TRANSFORMATION
Top-Line Growth
Companies are using technology to
enhance in-person sales conversations and
are integrating customer purchasing data
to provide more personalized sales. Customer Touch Points
Customer service can be enhanced significantly by
digital initiatives. Multichannel services require
envisioning and implementing change across customer
experience and internal operational processes.
TRANSFORMING OPERATIONAL MODELS
Process Digitization
It helps focus on innovation and creativity
rather than repetitive efforts. It also creates
streams of data that can be useful in later data
mining efforts.
DIGITAL TRANSFORMATION
Worker Enablement
Individual-level work has been virtualized.
The tools that virtualize individual work,
while implemented for cost reasons, have
become powerful enablers for knowledge
sharing.
Performance Management
Transactional systems give executives deeper
insights into products, regions and customers,
allowing decisions to be made on real data and
not on assumptions.
TRANSFORMING BUSINESS MODELS

New Digital Businesses

Digitally Modified
Businesses
Companies are finding ways to augment
physical with digital offerings and to use digital
to share content across organizational silos.
Companies are also introducing digital
products that complement traditional
products. Others are changing business
models by reshaping their boundaries
through digital.
Digital Globalization
Companies are increasingly transforming from
multinational to truly global operations. These
companies benefit from global shared services for
their operations which promote efficiency and
reduce risk.

DIGITAL TRANSFORMATION
WHAT DIGITAL TRANSFORMATION IS NOT

More Band-Aid Predicting the

Technology Fixes Future

Technology is not the Transformations need to It means being ready, no

destination - it is the take place over a long
vehicle that can get you period of time. Companies
somewhere. that apply Band-Aid digital
without a plan end up with
silos and wasted investment.
matter what it holds. Digital
transformation is the only
safeguard against major
industry shifts and changing
customer expectations.

DIGITAL TRANSFORMATION
GETTING STRATEGIC
Building BRIDGES and closing GAPS

Align Digital Transformation with Identify and Empower Internal and Build Executive Cohesion &
Organizational Purpose. External Change Agents. Cross-Departmental Collaboration.

Identify Concrete Elements of Engage The Entire Develop Sustainable Organizational

the Digital Transformation. Organization in Digital Digital Transformation.
Transformation.

DIGITAL TRANSFORMATION
 NEXT STEPS
If Digital Transformation is inevitable, what steps
should we be taking?
THE NEXT 4 STEPS

1st
Recognize that disruption
does not have to be a mass-
extinction vent for those that
react.
The reality is that we’re already living with digital transformation.

The upside?

Early adopters with a focused digital transformation

strategy are seeing the impact.

Source: Hewlett Packard

DIGITAL TRANSFORMATION
THE NEXT 4 STEPS

2nd
Rationalize the anxiety
Your risk of being “uberized” is small and unpredictable.

Your best response is not to try to follow their path and

lock to disrupt a business model, but instead
focus on:

• customer experience
• products/services
• operations

Source: Hewlett Packard

DIGITAL TRANSFORMATION
THE NEXT 4 STEPS

3rd
Start to rethink what
you DO
Remember the examples of the newspaper and retail banking industries?

Leaders in both industries continue to adapt and

change and find new ways to compete.

Source: Hewlett Packard

DIGITAL TRANSFORMATION
THE NEXT 4 STEPS

4th
Don’t wait too long
Today’s consumers aren’t just loyal to brands based on quality and
so-called features.

They’re basing loyalty increasingly on the

experience.

The longer you wait to remove friction, the greater

chance you have of losing the customer.

Source: Hewlett Packard

DIGITAL TRANSFORMATION
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DIGITAL TRANSFORMATION?
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