Starting with a bit of context
Technological revolution 1960 onwards – brought in the focus on productivity enhancement and resulted in the big bang of ERPs, CRMs….
The digital revolution of 2010 onwards brought in the focus on customer experience, and we saw rise of Amazons, Ola, ubers, whatsapps…
Specific to India 2016 brought in demonetization, pulled the pin on grenade for fin tech.
To now
2020 brought in the lockdowns and suddenly everything is digital. Digital first is not a choice anymore, digital innovation is an imperative
The customer experience has been Amazon-ised. Customer is expecting every firm, doesn’t matter what they sell, to provide experience like Amazon. This is not limited to B2C, the expectations in the B2B space are also rising.
In fact, the decision makers also have experienced the same and would desire to provide similar service to customer.
This is where the trouble starts brewing – we are just users of a curated experience, yes technology plays a big role – however is that all?
Its like being inspired by a magician – even if I buy all his equipment, the clothes – can I do magic ….. well I wont be able to. It’s a complete ecosystem – the magician – his years of practice, assistants, lighting and of course equipment.
Its not just the technology – it’s the people too.
Moot point: Amazon is market place with customer experience DNA. It’s the DNA, which is pushing the people in the company to do better with technology. The culture is an output of a tactical steps taken to create and implement strategies over years to constantly drive towards the vision.
Here’s Amazon’s vision & mission
“We aim to be Earth's most customer centric company. Our mission is to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximise their success.”
So
Yes, digitalization is important, innovation using technology is important – what is even more important is – the people – the user and the executor both. The human at one end (customer) wants to use a system designed and serviced/created by human at the other end (employee)
When employees accept the digital shift, it certainly helps move the needle.
Managing this change is a leadership challenge.
Start with the vision, if required change it
Create shared need for change to customer first & digital first
Remove/soften the psychological barriers to change via trainings, talks …
Get the commitment
Align the processes (yes including marketing and sales)
Lead and monitor the change
George Westerman talks about the first law of digital transformation
Technology changes quickly, but organizations change much more slowly
Making organization change is leadership task, let's start.
Our e-discovery instrument – Organizational iNDEX, will give you a kick start. E-discovery is with compliments of my firm – EasyProblemSolving – where we exist to thrive innovation. Check out
more here & reach out to get this rolling in 48 hours for your organization.
Shishir is the co-founder of EasyProblemSolving, a firm with a mission to thrive innovation. He can be reached at shishir@easyprosol.com