Yep, digital transformation is the order of the day. But what the heck does it really mean? And what are the components that are within it? While most organizations who are going through the process are using (or should be using) a robust framework, and these frameworks really should examine the reality of “transformation first – digital second”, it is worthwhile to catalog each of the elements typically within a successful digital transformation… all 30 them.

Strategic elements

• An up-to-date strategic plan, that has been informed by the possibilities of transformation.
• Board and leadership using the same digital vocabulary and models.
• A review of the possibility of providing web-based shared service capability for peers, downstream, and upstream partners. (eg. “business ecosystem” thinking)
• A review of the possibility of providing a “white label” service capability.
• A review of operational efficiencies that can be delivered digitally, thereby improving process, client retention, while reducing costs. (More ecosystem thinking.)
• A review of providing widening geographic delivery focus either through web-local marketing in other geographies, or using digital tools to provide back-office efficiencies through outsourcing
• Capabilities in place to explore and exploit Virtual Reality / Augmented Reality applications for the organization.
• Capabilities in place to explore and exploit machine learning and AI, not just for workflow efficiency, but also for strategic/transformational purposes.
• Brand messaging, logo, and visual identity locked down. Or, an openness to make changes based on the “to-be” transformed state.
• Digital risk and recovery plans in place.
• Governance process for ongoing digital transformation initiatives. (A bult-in mechanism to ensure that initiatives and infrastructure remain relevant.)
• Staff training/retraining/change management plans completed

Platform elements

• Data privacy strategy, flexibility, and compliance built into all systems (and extended into business ecosystem partner systems).
• Website built on a social-engine based content management system, complete with integrated blog and secure client area.
• Marketing automation system integrated with the web, complete with access control for digital resources, marketing nurture campaigns, and non-creepy tracking to build a profile for all web users.
• CRM system implemented and fully integrated.
• Unified customer service capability, though text, X/Twitter, website chatbots, email, etc.
• A secure portal for suppliers and partners.
• Integration, APIs, and data sharing in place
• Integrated Recruitment and HRIS systems.
• Data analytics plan in place to surface insights from the integrated data sources.
• eLearning (“LMS”) system in place.
• Mobile apps and location-based apps explored.

Marketing elements

• Awareness plan in place, including Search Engine Optimization, Pay-per-click ads, and integration with real-world marketing.
• Inbound marketing and content strategy in place.
• Social media strategy, including a plan to attract, build, and manage a community, advocacy, crisis management, and media relations.
• A virtual event strategy and capability (beyond Zoom meetings and webinars).
• Metrics and measurement
• Monitoring and optimization
• Integration with real-world messaging and initiatives.

While this list may appear overwhelming, a key point is that digital transformation is an organization-wide activity, and absolutely must extend beyond to ecosystem partners.

Too often, departmental initiatives have only resulted in disconnected systems and incremental change. The point of digital TRANSFORMATION, is, well, to transform. Which means that it is very difficult to do in a piecemeal way, without a vision and framework as a guide.

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