At most organizations, marketing has been the visionary and champion for digital strategy, projects and investment. But, digital is changing more than how we buy and consume—it’s changing the way we work, play, and live. It’s time to take digital beyond marketing.
As digital technology continues to mature and evolve, we can apply digital capabilities—social, mobile, cloud, and big data—across the organization to improve profit, reduce costs, and make both customer and employee happier. At a minimum, an enterprise-wide digital strategy will help you leverage current and planned digital investments across all functions.
So, expand the guest list at the next Digital Strategy meeting. Bring Sales, Service, HR, Legal and Finance to the discussion.
Digital Transformation: Beyond Marketing
At most organizations, marketing has been the visionary and champion for digital strategy, projects and investment.
But, digital is changing more than how we buy and consume—it’s changing the way we work, play, and live. It’s time to take digital beyond marketing. Read more »
Customer Service: Lead Player in Customer Experience
Customer service was a fairly fast adopter of digital tools for engaging with customers. However, customers are choosing their own tools and channels to communicate. They’re tweeting complaints and asking questions, Facebooking their friends about how to use your product, and Yelping that you’re not meeting their expectations. Further, they actually expect you to know they’re on those non-company channels and respond. Read more»
With today’s technology, in-person sales meetings are no longer a necessity. Digital is second nature to customers who have been raised on social media and virtual communication. By recognizing that sales can take place just as effectively (if not more so) without the burden of in-person meetings, enterprises can expand their customer base while shrinking travel expenditures. Read more »
Everyone’s in Research & Development
Most digital strategies and initiatives are focused on the go-to-market strategy and benefit marketing, sales and service, but research and development is a perfect example of the value of extending digital capabilities into other strategic areas. Read more »
Legal Team: Digital Strategies Beyond Document Management
At first glance, Legal seems perhaps the last functions to apply digital. The tools and capabilities that improve operations in other units can also be used by Legal, although we believe Big Data analytics will provide the greatest value as these teams mature their adoption of digital. Read more »
Finance
While finance has many technology tools, including advanced analytics tools, the team has been slow to adopt digital trends and concepts.
Human Resources: Key to the Organization’s Digital Success
Every “moment of truth” in a digital customer experience involves people. To execute on a digital strategy, you need a digital organization and culture, and HR is key in transforming the enterprise. HR has explosive potential to bring digital capabilities in house and drive business improvements—far beyond using LinkedIn for recruiting. Read more »
A Harmonized Enterprise Digital Strategy
Organizations cannot relate to customers in digital channels through traditional corporate silos — digital channels are too transparent and customers will not tolerate uncoordinated, uninformed touches from various internal departments. Therefore, your digital strategy must align with your larger business objectives. To be truly comprehensive, it must reinforce your short- and long-term goals, as well as the mission of each business unit. Read more »
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