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The digital transformation framework developed by Massachusetts Institute of Technology – MIT offers a convenient transformation model for businesses. More than 5 billion people are online and using smartphones. The internet now forms the basis of our relationship with suppliers and customers. There are now two new ways to know and understand the customer. Data-driven analytical segmentation and socially focused recognition. Customers are now on social platforms like Facebook, Instagram or LinkedIn. Therefore, it is necessary to digitally enrich products and services and 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 - Customer Experience
A customer acquires experiences about the business at all stages, from the first contact to the use of products and services and after-sales services. On the other hand, understanding customers' different experiences helps improve the business. Feedback forms, surveys, interviews are important parts of the customer experience.

Customer Touch Point
You can touch customers on social media, on the website, on online maps, at help, in the store, at fairs, at events, during customer visits, in the call center, on the phone and by e-mail. Remove all touch points from the first contact with customers to after-sales services.

Customer Jobs
In the digital economy, suppliers and customers take more roles in business processes. Figure out which jobs can be done by customers and what needs to be done for this. For example, banks have their customers perform almost all their banking transactions on the internet branch.

Access
Employees, business partners and customers must be able to access the business or business information system from anywhere in the world, without interruption, at any time. The only way to do this is to be 100% web-based.

Operational Processes
You should review all business processes to digitize them and make workflows error-free and fast. You must redesign workflows if necessary and make employees, customers, suppliers and machines part of the system in real time. You should aim for a holistic structure, more than conventional ERP, HR, CRM systems.

Digital Business and Digitally Enriched Jobs
In the digital economy, traditional jobs can be digitally enriched. It is often unpredictable what will be done to digitally enrich traditional products and services. For example, a QR code added to detergent can trigger a video, a video contest, or a contest request. Regardless of the work done, you must find creative ways to digitalize. In some cases, new digital products can be created. For example, an advertising company can produce design templates and sell them 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 consider what it should do to go global or how to increase its resilience against global competition.

IT Consolidation
Digital transformation cannot happen without a holistic information system, properly flowing business processes, analytical capabilities, and a data-centered thinking system.

Exercise
Create a sample Digital Transformation Canvas by choosing a business. Justify your suggestions. Finalize it by discussing it with at least three people whose opinions you trust.

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