Technology is evolving right before our eyes. The things we have taken for granted, like messaging, are now becoming central in how people converse with businesses. Tech companies like Amazon, Netflix, Airbnb, Uber, Tesla, and WhatsApp are shaking traditional enterprises to their core. But instead of waving the proverbial white flag, incumbents like Hilton, Comcast, Ford, and others should evolve. A new report by Altimeter Group principal analyst Brian Solis offers a path for becoming “agile, competitive, and innovative” in the changing business landscape.
“That’s the irony about digital transformation, it doesn’t work when in of itself technology is the solution. Technology has to be an enabler and that enabler needs to be aligned with a bigger mission. We already found that companies that lead digital transformation from a more human center actually bring people together in the organization faster and with greater results,” Solis says.
Solis’ definition of digital transformation noted above is from Altimeter Group’s first maturity model for digital transformation, co-authored by Jaimy Szymanski, and in his new report, “The Race Against Digital Darwinism: Six Stages of Digital Transformation,” and it differs from other technology-first approaches.
Solis notes that although digital transformation is one of the most important trends in business, shaping how companies work, market and innovate. Solis identifies the six stages of digital transformation and a maturity model that was developed using extensive collaboration with some of the world’s leading brands.
We live in a time of digital Darwinism, an era in which technology and its impact on business is constant, yet with varying but inevitable degrees of disruption. The evolution plays out differently in each industry and each organization. Digital Darwinism is enriched through changes in people (your customers, employees and stakeholders) and the resulting market advancement. As such, it’s less about the origin of the species and more about its fate.
Solis said that many conversations around digital transformation are focused on the IT side, and technology does play a big role, but there’s a human side of the story and it’s driven by the customer experience.
Digital transformation is driven by the digital customer.
contributed by: Brian Solis for WardsAuto Mobile is transforming the car shopping experience completely. Brands, manufacturers and dealerships need to redesign the customer experience to compete in this mobile/digital world. The automotive industry is undergoing one of the world’s most incredible transformations. From electric and self-driving cars to connected vehicles to manufacturers bypassing dealerships in favor of direct-to-consumer sales, the amount of change is staggering. One of the biggest areas of disruption, which is both a threat and an opportunity,…
As a digital analyst and anthropologist, I study disruptive technology’s effect on business and society. I call this “digital Darwinism.” It’s a modern-day take of creative destruction through the lens of disruptive technology.
The effect of digital Darwinism on Corporate America is real, and it’s enlivened though evolutionary changes in people (customers, employees, and business partners) — how they think, learn, and make decisions; what they expect, prefer, and value; how they influence and are influenced. The question is, at what pace or extent is a company tracking against digital Darwinism in its industry?
We are in a new era of customer experience. Do you know how customers interact with your brand? Do you know how they feel about your services? What they tell their friends? In his new book “X: The Experience When Business Meets Design,” Brian Solis gives readers the answers. If you think your creative marketing and customer service are good enough already, think again.
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“[Younger millennials and Generation Z] are not watching television, they’re not reading magazines the way that younger generations did before them,” Solis said. “Their idols are these online creators because their mobile phone is their television screen.”