Digital Transformation Does Not Exist

The digital transformation and modernization of your company in the face of technological and digital innovation is an ordeal that many professionals and entrepreneurs go through. But what does it really consist of? Is there a recipe, a miracle France B2B List process for a successful digital transition? On the occasion of Inbound Marketing France 2019. An event of which we are a media partner. However, will be held on January 29 in Rennes,

Ilham Guggenheim, managing director at AKKA DS. However, will offer to draw the outlines of this digital transformation and analyze its impact on organizations during a conference. On the sidelines of this Keynote, Ilham Guggenheim answered our questions on the subject.

Digital Transformation Is a Term That Has Been Ubiquitous in Recent Years

We have been witnessing a “digital transformation mania” since 2015. This expression has become ubiquitous and overused. The term itself bothers me because it suggests that it is a transformation by / via digital. A company that implements a Chatbot didn’t transform. However, it put a band-aid on a wooden leg. I think digital transformation doesn’t exist, it’s about cultural transformation in a digital world.

Digital has profoundly changed the way we communicate, work, interact and live together. This is the fourth industrial revolution, the challenge for companies is to face this paradigm shift and adapt or even reinvent themselves. “Digital transformation” is a survival reflex for organizations to face this digital world.

Who Are the People Who Are Really Affected

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All stakeholders are also: employees, customers, partners, etc. I note that B2C companies have generally been faster in adopting the new codes of this digital world; probably driven by their consumers. A company that implements a Chatbot didn’t transform, it put a band-aid on a wooden leg.

I also note since 2017, the consideration of the key role of Human Resources in this process of change. The cultural transformation of companies presupposes a profound overhaul of rules, management style and processes within companies. How do you, for example, deliver a seamless customer experience if services continue to operate in silos?

 

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