What are the issues at stake in the digital transformation of companies?

Digital transformation is a process that aims to integrate digital technologies into the overall strategies of a company. It is now a necessity: the Internet and its users are constantly evolving. At the time of the digital revolution, different technologies play an essential role in the business world. Each company must be able to modify its business model to include digital tools and remain competitive in the eyes of its customers. Implementing a digital transformation strategy also makes it possible to understand and respond to the new behaviours and practices that are emerging. In this new article, we tell you all about the process of digitalisation of companies.

Short course

Digital transformation: definition and issues

Digital transformation is a process that involves rethinking the entire organisation of the company to integrate new digital technologies into its activities. This transformation is part of a corporate strategy, which aims to optimise processes in order to increase performance. These include customer experience, fluidity and speed of processes. It is a profound renewal for the company, which must reinvent itself.
 

Understanding the challenges of the digital transformation for the company

The digital transformation of companies is no longer an option. Companies must now ask themselves how they will manage their teams when transforming internal processes. They need to review:

• The way they process, classify and sort data.
• The way they use and analyse the DATA.

Every company must also rethink its entire working methods. Tools, workstations (e.g. by adding connected objects), processes and the overall organisation must be reviewed in their entirety, and modified if necessary. It must also teach its employees to make full use of information and communication technologies (ICT) and digital media. Finally, all the company's staff must take into account the disappearance of spatial and temporal barriers and be able to master the cloud.
 

How can we support the digital transformation of companies?

Businesses need to mutate and digitise their services in order to achieve their digital transformation. Transformation does not happen overnight. Several pieces of knowledge must be integrated into the company for the transformation to be successful:

• Marketing: inbound marketing, automation, social selling... Any transformation project involves mastering the different players in the digital strategy.
• Commercially: customer relations must be improved and take into account the different levers for prospecting and customer loyalty. Customer relations are increasingly conducted remotely. The challenge is therefore to offer a personalised user experience even though there is no longer any physical interaction. B2B salespeople, for example, will have to gradually switch to digital prospecting.
• In terms of human relations: the company's HR must be able to attract, train and retain the talent essential to the smooth running of the company. Furthermore, digital tools are changing managerial practices and the exchange and reporting processes.

Short course

How to succeed in its digital transformation?

Motivating and coaching teams is essential in the digital transformation process. This is a major change, which can be disruptive for people who are not at all familiar with the digital world. The success of the process therefore depends on the way in which the teams are supported and managed. There are training courses in transformation management. These enable managers to pass on their knowledge in a pedagogical way and to accompany employees through change in a smooth way.

Thus, following a short training course to adopt a good management style makes it possible:

• To communicate the benefits of digital transformation.
• To establish a coherent digital transformation strategy.
• To support employees in their change management.
• To gain leadership and a clear vision of the changes to be made for the future of the company.

The State has set up a system that makes vocational training free of charge for companies with short-time workers. This enables them to receive training in digital transformation.

Example of a successful digital transformation strategy

La Redoute is a company that sets an example: it has succeeded perfectly in its digital transformation project by moving from a paper catalogue to a website. To put it in context, La Redoute has built its success by offering a paper catalogue containing a wide range of products (clothing, accessories, household linen, etc.). Over the last 5 years, it has boosted the digitalisation of its services. From mail order sales, the company has switched to internet sales. Its entire strategy is now focused on digital. In order to adapt to the fierce competition on the web, the company regularly updates its stocks to offer more and more novelties to its customers. It is also diversifying the way it communicates: the brand is present on social networks, uses online advertising, and is working on optimal search engine referencing.

This is an example of digital transformation: on the verge of closing in 2014, the company has given itself the means to turn things around and is now focusing on digital.

Many companies have also been very successful in their digital transformation by taking advantage of the new digital tools at their disposal. Air France, Société Générale, Tailor Corner and Aqua Déménagement are among them.

Short course