Building Better Businesses with Digital Transformation

by · March 16, 2015

Simone Eliantonio

Simone Eliantonio

Digital transformation has become a core element for all businesses and organizations seeking to promote team engagement and improve consumer experience.

On March 10, Simone Eliantonio, Digital Incubation Center’s (DIC) mentor and the Head of Innovation and Strategic Projects at Vodafone Qatar, shared key insights on digital transformation and its impact on business operations and the customer experience.

Eliantonio was speaking at the first of a series of information sessions being run by the DIC the performance and outreach of enterprises.  Far from being a concept reserved for Fortune 500 companies, it is a universally applicable innovative approach that can be utilized by companies of varying sizes and across sectors.

The discussion emphasized the symbiotic relationship of sustainable growth in Qatar and digital transformation. This interdependence means that digital transformation can be used to boost sustainable economic growth and support entrepreneurship.

Digital transformation is a transformative concept with real application, rather than a vague phenomenon.  Eliantonio illustrated this point with case studies of businesses that have benefited from digital transformation, including candle companies, shoe stores and many other small and medium-sized businesses. It was evident that digital transformation is only as transformative as we choose to make it.  The public must strive and harness its power.

One example of a transformative digital tool is Facebook and its ability to provide targeted advertising tailored for specific demographics. In addition, Facebook provides insights into the products and services advertised, data on audience engagement with the advertising, as well as an understanding of whether the product or service advertised is successful or not.  Through the example of Facebook, in the long term, we see that digital transformation is actually creating a customer experience. This is the first pillar of digital transformation. It allows companies to match products to individual customer needs.

The second pillar is digital operations. Through the efficient use of digital tools the bottom line can be directly affected. Eliantonio’s shoe store case study showed how a sales person could, by being able to store and view all data on a tablet, utilize his or her time to assist more customers and generate more revenue for the company. In this sort of business, being able to respond to a customer query within seconds, instead of minutes, can make a big difference.

The final pillar is the business model where digital transformation can have a significant effect.  Google and Facebook are two companies that have clearly succeeded in their business models, having both found a way to provide services free of charge by using customer data as the product.

The three pillars of customer experience, digital operations, and business model serve as overarching umbrellas covering the many areas that digital transformation affects.  Digital is not a “one-size-fits-all” solution; rather, it requires close and detailed analysis of the business or organization so that a digital solution can be tailored appropriately. The DIC information session on digital transformation shed light on concepts affecting each and every person in a multitude of ways, either as customer/consumer or as an owner/manager. It is no longer a question of if digital is relevant but rather how it can be utilized.

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