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Word on the Future

October 2019 | ~ 3 min read

Welcome to the 13th edition of Word on the Future. Thank you for being here with us.
Keywords: digital transformation; customer experience (CX); engagement
  • Reader question: how do you actually talk to enterprise about digital transformation?
  • Digital transformation is about connecting people; digital tools can enhance these connections, but must never aim to replace them.
  • In its essence, digital transformation makes constant change as smooth as possible in the face of a continuously evolving digital landscape.

Why digital transformation is an evolution

Two weeks after we had sent out our previous edition, I received a message from a reader asking:
‘Noel, Bowie and a Spanish bank and WordPress, all of that sounds very poetic and entertaining. But how do you actually talk to enterprise about digital transformation?’
Thanks for the question, happy to dive in! First off, I say the exact same things to enterprise. I may or may not mention Bowie, but at its core, digital transformation is about connecting people: individuals within a team (to enhance collaboration), teams with each other across your organization (to enable experimentation), teams with your customers (to drive conversation), even customers with other customers (to build reputation). Digital tools can enhance these connections, but organizations are advised not to replace already existing, real-life connections with ‘cold’ digital substitutes for the veneer of efficiency.
You’ve probably heard that digital transformation is evolutionary: a continuous process rather than a time-boxed project. Hence, the technology you rely on must be open enough to tie in to established processes, workflows and existing first- or third-party tools. And it must also be resilient and flexible enough to grow with you, dynamically and gracefully, along your journey to customer-centricity and compelling customer experience.
So you need flexible tools and great content to authentically engage people in conversations. In that regard, managing content effectively across multiple touchpoints becomes paramount.
The true essence of digital transformation, however, might be found in facilitating the continuous evolution of these tools, in a way that isn’t disruptive or feels radical. It means to make constant change – in the face of a continuously evolving digital landscape – as smooth as possible inside your organization and enable frictionless processes to deliver better, more effective and bigger results.
P.S.: Got any thoughts or questions of your own on a topic we’ve discussed previously? I’d love to hear from you, just hit reply!
The Digital Transformation Conference 2019

Meet us: We’ll be speaking at The Digital Transformation Conference in London on November 21Get a 25% discount on your ticket using our coupon code HUMAN25.

Sign up for Agency Drinks at WordCamp US

Join us: In an agency? Are you attending WordCamp US in St. Louis? Come and join us for casual Agency Drinks on Thursday, October 31.

Forward to a friend

Until next time!

Noel Tock
Partner and CGO at Human Made
October 2019 contributions: Ana Silva, Ant Miller, Camila Villegas, Caspar Hübinger

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