Opinion article for Jornal Económico: Digital Transformation: Critical success factors in a VUCA world

Posted by Gonçalo Chaves on 23 Aug, 2021 10:03 am

Nuno Couto, Alumnus of the Lisbon MBA and Digital Transformation Director @Worten wrote an article for Jornal Económico sharing his knowledge about Digital Transformation and the critical success factors in a VUCA world.

 

Technology for technology’s sake: a very tactical view

We forget that often the most challenging part is not the digital (or the technology), but the transformation. Focusing on a scalable IT architecture, an app or a chatbot, is a very tactical (and reductionist) vision of how to prepare the company for a VUCA (Volatile, Uncertain, Complex, Ambiguous) world, where the only certainty we have is that uncertainty is everywhere. It is therefore crucial to outline a digital transformation program at the strategic level, and equip it with several decisive components, complementary to technology.

 

Culture and people: the engine of transformation

A digital transformation program cannot be successful without ensuring an alignment and a sense of belonging among employees, a fluid, assertive, and inspiring communication at the various levels of the organization. On the other hand, taking advantage of the context of change for upskilling and reskilling is a must, boosting the levels of organizational motivation, while mitigating competition for talent in the market. No less important is employer branding: attracting new digital talent with a growth mindset and the ability to adapt is preparing for the future.

 

Processes: Customer and data must be at the center

The main goal of a transformation program has to be to maximize customer experience and value. It is therefore essential to put them at the center of all initiatives. This may involve (but is not limited to) using holistic human-centered service design techniques in the design of products and services, co-creating solutions with customers and continuously incorporating their feedback to meet their expectations across multiple digital and physical touch points.

 

Focus, transparency and expectation management: so often forgotten but so important

Besides culture, people, processes, methodologies and tools, in my view there are at least three other critical success factors often forgotten, especially in VUCA contexts: 1) Focus; 2) Expectations management; 3) Transparency.

 

Finally, it should be noted that unconditional sponsorship by top management, as well as solid governance that promotes agile (and digital) interactions and pragmatic strategy execution by value-oriented multidisciplinary teams, should also be cornerstones of an excellent digital transformation program in a VUCA context.

 

Read the full article in Portuguese here.

Source: Jornal Económico

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