Digital Transformation


Digital Transformations integrate digital technologies into an organization’s strategy and operations. Focusing the entire organization on opportunities to merge the best of both digital and physical worlds, Digital Transformations examine each link in the customer experience chain, explore new technology links that can bolster the base business and weave them into holistic systems that create superior customer experiences. The process aims to profoundly extend competitive advantages and accelerate profitable growth.

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What Digital Transformations do:

Digital Transformations require that managers change not only the mix of businesses but also the capabilities of people in and around those businesses. The following actions help to maximize the chances that a Digital Transformation will succeed:

  • Understand the degree of digitization in the current environment and assess future threats
  • Develop a vision for how to engage the customer and achieve profitable growth using digital technology
  • Design a plan to tap the best sources of value from digitization, adding links and strengthening linkages in the customer experience chain
  • Mobilize the organization to win. Transform the approach to innovation, develop appropriate operating models and build a digital-savvy leadership team


Companies use Digital Transformations to:

They use digital technologies to reinvent each link in the customer experience chain, including:

  • New product and service development
  • Marketing personalization to help customers discover and evaluate company offerings
  • Product and service customization
  • Purchasing processes
  • Supply chain and fulfillment networks
  • Product usage and service models
  • Return and upgrade processes
  • Product review and feedback systems

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Selected references

Baker, Mark. Digital Transformation. CreateSpace, 2014.

Caudron, Jo, and Dado Van Peteghem. Digital Transformation: A Model to Master Digital Disruption. DearMedia, 2014.

Davidson, Alistair. Innovation Zeitgeist: Digital Business Transformation in a World of Too Many Competitors. Eclicktick Consulting, 2013.

Kaufman, Ira, and Chris Horton. Digital Marketing: Integrating Strategy and Tactics with Values. Routledge, 2014.

Mazzone, Dominic M. Digital or Death: Digital Transformation— The Only Choice for Business to Survive, Smash, and Conquer. Smashbox Consulting, 2014.

Provost, Foster, and Tom Fawcett. Data Science for Business: What You Need to Know About Data Mining and Data-Analytic Thinking. O’Reilly Media, 2013.

Rigby, Darrell K. “Digital-Physical Mashups.” Harvard Business Review, September 2014, pp. 84–92.

Siegel, Eric. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die. Wiley, 2013.

Trefler, Alan. Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation. Wiley, 2014.

Uhl, Axel, and Lars Alexander Gollenia. Digital Enterprise Transformation: How to Take Full Advantage of Digital Technologies. Gower, 2014.

Westerman, George, Didier Bonnet, and Andrew McAfee. Leading Digital: Turning Technology into Business Transformation. Harvard Business Review Press, 2014.

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