Last week, Team Appointedd had the pleasure of attending the 2019 Digital Transformation Conference, where some of Scotland’s most recognised businesses came together to discuss what digital trends are gaining traction (and sticking) in the world of digital transformation.

We were captivated from the moment we arrived, engaging with businesses who are in the midst of transformation projects as well as hearing from digital experts from iProspect, Schuh, Data Understood, and Brand Scotland, just to name a few.

Amidst the buzz, there were two key themes which stood out for Team Appointedd; the need to harness data and turn it into impactful actions as well as the importance of defining goals and addressing failures to achieve successful implementation during digital projects.

Data driven actions

Digital transformation is no longer just about the product, but about the customer and how quickly businesses can capture data (about the customer, product and location) and transform that data into insights, and then those insights into actions.

Inez Hogarth from Data Understood shared some really interesting insights into how data can benefit businesses during digital transformation. Hogarth focused on McLaren (best known as a Formula One constructor) and their strategy to simply take photos during a pitstop, analyse the photos in order to identify issues and take action accordingly. As a result, Mclaren reduced their pitstop time from 4 seconds to 1.2 seconds, ultimately delivering a near-perfect result.

McLaren identified what the end-customer (in this case, the driver) really needed – more time on the track. It’s vital for businesses to collect and use data to elevate their customer experience, making their journey more engaging and profitable.

Keys to success

Setting a goal is key to success, not just during digital transformation but in every aspect of a business. It fuels ambitions, holds us accountable and gives us inspiration as we aim for things we didn’t think were possible 1, 5 or 10 years ago.

Esther Stringer from Border Crossing UX highlighted three clear goals that every business should aim for during digital transformation; Increase operational efficiency, boost customer engagement through unique experiences, and meet regulation and compliance.

We understand that digital transformation can be costly and hard to implement in a business-as-usual industry. But like any new project, to succeed you will need to learn from your setbacks and failures. Stringer touched on the four main reasons why transformation projects fail:

  • Too many assumptions: Find out what are you trying to achieve and why? What do your customers and stakeholders want? How can you deliver that? Remember to hypothesise, develop, and test.
  • Too fast: cutting corners by not validating assumptions, not testing, and ignoring compliance = failure.
  • Too slow: prioritise digital transformation otherwise you’ll lose momentum and risk making your business obsolete. If you don’t provide your customers with what they want, when they want, they will go elsewhere.
  • Too much: change doesn’t have to happen all at once. Prioritise based on the wants/needs of your customers

Digital platforms

DXP (Digital Experience Platform) – although it’s a relatively new industry term, it’s being used by businesses who are in the midst of digital transformation. DXP is a “…integrated set of technologies, based on a common platform, that provides a broad range of audiences with consistent, secure, and personalized access to information and applications across many digital touchpoints”.

DXP looks like hosting and infrastructure > CRM > CMS > presentation. All surrounded by e-commerce, analytics, marketing automation, social media, video, and personalisation.

Online booking and scheduling technology ticks many, if not all of these boxes (not to blow our own trumpet), transforming the online-to-offline customer journey, introducing efficiencies and creating a more personalised customer experience. There’s an array of tech solutions, so do your research and discover what will best deliver an omnichannel, customer-centric experience for your business.

Above all, your digital transformation must fit the customer experience, and an infrastructure must be chosen to enhance the customer journey rather than dictating it. To futureproof your business, make use of the best tools the market, enhance your customer journey and offer a connected, omnichannel experience that provides your business with more profitable customer engagements.


Published on 6 March 2019