Digital Transformation Model


The digital transformation framework developed by the Massachusetts Institute of Technology – MIT offers businesses a convenient transformation model. More than 5 billion people are online and using smartphones. The basis of the relationship we will establish with suppliers and customers is now the internet. There are now two new ways to know and understand the customer. Data-driven analytics segmentation and socially oriented recognition. Customers are now on social platforms like Facebook, Instagram, or LinkedIn. Therefore, it is necessary to enrich products and services digitally and to streamline the relationship with the customer with online technologies.




In the MIT model, the concepts of Customer Touch Point, Customer Jobs and Customer Experience come to the fore. These three basic concepts need to be defined for each business.

Customer Experience
Gains experience about the business in all phases from the first contact with a customer to the use of products and services and after-sales services. On the other hand, understanding the different experiences of customers helps to improve the business. Feedback forms, surveys, interviews are important parts of the customer experience.

Customer Touch Point
You can touch customers on social media, website, online maps, in help, in store, trade show, events, customer visits, call center, phone and e-mail. Remove all touch points, from initial contact with customers to after-sales service.

Customer Jobs
In the digital economy, suppliers and customers take more roles in business processes. Find out what work can be done by customers and what needs to be done for it. For example, banks make almost all banking transactions done by their customers on the internet branch.

Access
Employees, business partners, and customers must have uninterrupted, anytime access to the business or business information system from anywhere in the world. The only way to do this is to be 100% web-based.

Operational Processes
You should review all business processes to digitize and streamline workflows. You must redesign workflows if necessary and integrate employees, customers, suppliers and machines into the system in real time. You should aim for a more holistic structure than conventional ERP, HR, CRM systems.

Digital Business and Digitally Enriched Business
In the digital economy, traditional jobs can be enriched digitally. It is often unpredictable what will be done to digitally enrich traditional products and services. For example, a QR code added to the detergent may trigger a video, a video competition, a competition request. Whatever the job is, you must find creative ways of digitalization. In some cases, new digital products can be created. For example, an advertising company may produce design templates and sell templates on a digital platform.

Digital Globalization
Remember, the internet opens every business to global competition and creates the opportunity to do business all over the world. Every business must calculate what it should do to become global or how it will increase its resilience against global competition.

IT Consolidation
There is no digital transformation without a holistic information system, well-flowing business processes, analytical capabilities, and a data-centered thinking system.

Exercise
Create a model Digital Transformation Canvas by selecting an enterprise. Justify your suggestions. Finalize it by discussing it with at least three people whose opinions you trust.


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