PA digital transformation expert, Niels Helweg, has had a byline article published discussing how established companies can keep up with digital start-ups when digitally transforming a company and its culture.
According to Niels, digital companies are, by definition, customer-centric, fast and born with a digital infrastructure. They have creative powers, exciting visions and understand the need for rapid product iterations. In contrast, older and more mature companies are weighed down by routines, hierarchy and processes. But with a few simple steps, digital transformation may not be that difficult to implement.
Niels says: “The first step is to simplify both processes and products. Simplicity must be the governing thought. Becoming digital adds new business models, some will show value but will fade in the long term while others need some experimentation to get it right. Simplicity, data, being connected and newness are the defining words.”
The next thing, says Niels, is the importance to think through all projects and consider which will have an immediate impact on clients. Then there is data, and how companies need to change focus from administrating data to collecting and using data, through machine learning instead of manual segmentation analyses for instance. Last, and by no means least, it’s important to not waste too much time on merely labelling things.
Niels explains: “Once, the digital organisation is in place, it’s time to work together and stop fighting over the right to define all the new things you’re doing. Don’t label things, just do it. It takes experience to do this, and this is where mature companies have the advantage.”
Niels Helweg is digital transformation expert at PA Consulting Group