Digitalization projects are difficult. It’s not about the technology. Yes technology plays a part but it is understanding how the potential technology can be applied and developed to shape the user experience, aka customer journey.
There is a temptation to jump in without any directional oversight which frames the anticipated customer journey. These plans, or roadmaps, are more than a project timetable; they consider how the user interacts with the technology as well as the required functionality. This forms the minimum viable product (MVP) – both aspects must be addressed. A common failing is to get lost in the technology, and ignore the user.
A better way? Perhaps?
A personal frustration is the lack of data points assessment. Cutting through and making sense of the various data points is key in producing a storyboard that delivers both efficiency and effectiveness. Who get’s data, what do they do with it, how is the decision reached, what is the data output are some of the questions that need to be asked and addressed. Understanding the customer journey involves a more holistic appreciation of the end to end process.
Similarly when the business fails to assess data quality, data remains ‘dirty’ and unstructured. It seems crazy that organizations believe that they can ignore these factors and succeed. For example, imagine a zero-touch accounts payable invoice goal where the supplier master data is just garbage and missing bank accounts.
Embedding this into the roadmap ensures alignment on a facts and data basis. Where there is mismatch on MVP, change the phasing or delay the project.
Quick win?
In some cases preparing solid foundations for digitization can take years. A good example was the ebook value chain: obtaining rights from authors and agents and setting up the electronic distribution business model were critical to enable the introduction of the ebook. This was not a quick win.
There is no clean start or stop: goal posts move, organizations grow and evolve, new functionality becomes available, customer demands alter – there is constant change. This is the digitalization journey.
There may be options for quick wins; depending on the context. In the main these will be determined by the quality of the digital foundations and how quickly they can be re-validated. These broader factors can become barriers if you fail to address.
Technology is an enabler. Central to the digital journey is the customer experience. These factors influence your critical path. Line up the planning sequences and eat that elephant in the room, one bite at a time!
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