CIO.com has an article titled, “Enterprise Collaboration Will Drive Digital Transformation“. Perhaps a more descriptive but longer title would be, “Digital Transformation Will Happen But Those Who Succeed Will Collaborate Across The Enterprise” It’s not the catchiest title of course. However, it highlights how to make any transformation successful. The author, Matt Kapko, notes
“The CIO is more important than ever before,” says Solis. Instead of working against a technology roadmap, CIOs are now focusing on organizational processes and objectives that matter more to different types of customers and employees.
Now this is in CIO Magazine so it’s from a CIO perspective. But the accompanying graphic from Alitimeter group tells you something
Who is the Executive Champion?
CMO’s and CEO’s are driving digital transformation more than CIO’s. That more than anything tells you that even though we are talking about digital transformation, it’s not just about the technology. Matt Kapko has it right when he says that technology has to be an enabler and that it needs to be aligned with a bigger mission.
I especially like the Sephora example in the article.
Companies like Sephora are making this transformation by grouping every employee that touches a digital customer into a single team. Social media, customer service, sales, support and other functions are now equally equipped, informed and capable of meeting various customer needs.
“It all started with this greater intent to recognize that the digital customer is different than solving any one of these problems alone. To the customer we’re one brand, so we should act like it internally,” explains Solis.
I think that nails it on the head and brings enterprise collaboration into focus. Enterprise Collaboration tools purport to break down silos and enable people across an organization find each other and get work done. When you say digital transformation and customer in one sentence then, like Sephora, you have to cut across multiple organizations.
Read the whole article for other interesting graphics and information.
