In this series, we will uncover four key steps that every digital transformation project team needs to take in order to be successful.
In step 3, we’ll explore one of the most important choices you make during a digital transformation: how you prepare the business for change.
Change management during digital transformation
Mapping out a strategy for your digital products and services can ensure that once they’re launched in the market, there are processes in place to work through challenges and a roadmap to guide you through their evolution. But all of this is impossible without preparing your teams and aligning them to this strategy. Did you know that even businesses with great digital experiences can experience less than stellar ratings and reviews if their in-store or associate experience doesn’t match the digital one you’ve created? To set your company up for success, consider these best practices for change management:
Streamline operations and seek employee feedback
In preparation for a new digital experience, don’t forget to align your teams. Remember, your employees are also users of the digital experiences you create. They need to understand how this new element will impact their interactions with customers and they should be able to help troubleshoot issues. In addition, make sure that checking in with employees regularly throughout the development phase (pre-launch) is part of the go to market strategy. Their feedback and insights might surprise you, and ultimately this can help add layers to the experience that otherwise would have been missed.
Take a close look at your to-do list and refine until your true priorities emerge
Businesses around the world are being tasked to do more with less. Leaders need to decide what can be deprioritised to create more focus on initiatives that will have the most impact. Make a phased plan for which priorities you’ll tackle first and which can come at a later time, and the payoff will be much greater.
Stay true to your values
Every company has its own unique personality. Think about the value proposition that you offer customers. How is it different from the competition? You’ll want to consider how you’ll incorporate your brand message throughout the digital experience via design, with associates, and even in marketing and advertising. Now is the time to strengthen your brand promise and be really explicit about who you are – and who you are not. This helps tremendously when addressing change management for the business.
Remember that with technology, change is constant
As you engage in the planning process, think through how well your business is set up to enable quick and confident decision making. Plotting a course in large, complex organisations will take time. That’s ok. The more siloed an organisation, the longer it will take to bring digital transformation to life but you’ll want a game plan for how to make key decisions within the organisation and how to communicate those changes to make this process as smooth as possible. This is especially important when creating a digital program because change will be a constant in meeting customer needs as technology evolves. Ensure that you’re organised around the strategy and then work with your team in order to create true digital traction for success with your program and change management strategy.
Map out unknowns
As much as change is to be expected with technology, so is the unknown. There will be skills and knowledge that you aren’t even aware you need. Map out a plan for unknowns because they are natural. Many digital transformation teams struggle with these grey areas in the trenches, day in and day out. Working to identify unknowns can be helpful. And, while you and your client are in those trenches, things like market research, observations, and hunches, can be catalysts through the digital innovation process.
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