Digital Transformation Defined
Many leaders are unclear what digital transformation means. Following are some considered definitions.
MITSloan
The use of technology to radically improve the performance or reach of enterprises.
Altimeter
The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.
Verdino & Co
Digital transformation closes the gap between what digital customers already expect and what analog businesses actually deliver.
The important point is that digital transformation is a whole-of-organisation project. It requires re-mapping the customer journey and reorienting the organisation to optimise their digital experience. It also requires an agile, experimental approach to change. It is not a project that can be simply delegated to marketing or IT. It requires top-level commitment and a strong leadership team.
