It has been around ten years since businesses began engaging in what is known as digital transformation, yet beyond the rhetoric, its implementation faces numerous obstacles.
The fact that we confuse digital transformation with technology-driven transformation is not the least of these (The limits of technology-driven transformation), but contrary to popular belief, it is not solely the fault of operational teams, budget constraints, or technology itself.
In fact, the main obstacle sometimes, and often, lies with the executives themselves, who are confronted with questions that make them uncomfortable.
It is worth revisiting this issue...
When a company wants to start its digital transformation the first natural reflex is to question the customer experience at each touchpoint To focus...