The most challenging aspect of digital transformation isn’t the technology. It is effectively managing change and getting people to embrace it.
Part One: Creating a culture of Digital Transformation
In order for a transformation to work, businesses need a call-to-action for team members to get onboard. It’s critical that everyone buys in to the process. The good news, according to a study by MIT Sloan/Deloitte is that employees across all age groups want to work for businesses that are deeply committed to digital progress. How to get started?
1) Communication is key
No transformation can be successful without communication. Have an ongoing discussion with employees and invite them to share what they’d like to see in terms of digital improvements.
“An open dialogue should start from the top and involve every level of employee”, says Daniel Newman, CEO of Broadsuite Media Group and a thought leader in Digital Transformation. “Even after the transformation process is underway, c-suite executives must keep lines of communication open, constantly asking employees for feedback, all the while showing employees that they’re also committed to offering their own feedback and showing employees that they are also adapting to the implemented digital changes. In the initial stages of change, company-wide communication is of utmost importance.”
2) Digital Transformation Training
Digital transformation involves new skills sets that can be difficult for some team members to grasp, so it is important to offer training. Do an internal audit of your organization to determine what kind of training you’ll need. Some companies choose immersive programs—others opt for flexible online classes.
A more, shall we say “seasoned” workforce can benefit from trainings through partnerships and mentorships, “Match a millennial with a baby boomer and have the millennials walk the boomers through the learning process,” suggests Nick Candito, CEO of Progressly, “This will not only make the training affordable but help to break down the inter-generational silos that tend to form in today’s offices.”
3) Allow Experimentation
Encourage a culture in which people receive encouragement even when they make mistakes surrounding innovation. Digital transformation should create an atmosphere of experimentation, and you need to back this if you really want to see your employees embrace it. But have defined processes and checklists in place to help your team get back on track when mistakes happen.
“A big part of creating a culture of experimentation is teaching your teams how to celebrate failure,” says Newman of Broadsuite. “Not every idea will play out as intended, and as long as it only affects a testing environment, that failure becomes teachable data.” Newman also recommends taking the time to develop a comprehensive testing environment to encourage risk-taking without the looming shadow of business-crushing failure.
4) Focus on the benefits
Your employees want to learn about the changes digital transformation will bring to your organization. Show them how the new technologies you’re adopting will benefit them and the company, and how it will simplify their work. Give specific examples of how the process will improve the way they do their jobs — making their work easier, better, faster, or more fulfilling.
A customer relationship management (CRM) system is a perfect example of a digital tool that makes an employees job easier. As a central repository for storing and managing data, a CRM is able to provide employees with a single point of reference that is easy to access and simple to navigate. Certain roles, such as customer service representatives, can benefit greatly from this functionality, as they are able to locate the information they need, immediately, to answer customer inquiries.
When employees have the tools they need and are appropriately trained on how to utilize those tools, everyone benefits — because when employees feel empowered, customers are provided with the highest level of service and this translates into recurring revenue for your business.
Coming next: Digital Transformation and Transforming the Customer Experience
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