This article is based on Alejandro De Zunzunegui's lecture which you can watch in full HERE. In ENAE Media, the school's digital repository, you can find more webinars by experts in this and other subjects. The speaker of this talk is the author of ‘’Digital Transformation for Managers‘’ and is part of the project Programa Generación Digital Pymes (GDP), which explores the keys to achieve a successful digital transformation and how to make the most of the opportunities offered by this inevitable process for which everyone must prepare.

Digital transformation and its importance

Today, we live in an age where technology is advancing by leaps and bounds and having a significant impact on every aspect of our lives. From how we communicate to how we purchase products or services, everything is influenced by the digital age. Organisations that fail to adapt to this environment risk becoming obsolete and missing out on key business opportunities.

Digital transformation is not a single event, but a continuous process that involves profound changes in all aspects of an organisation. To carry out this process effectively, it is essential to consider several factors:
 

• Needs and objectives analysis.

Before starting any digital transformation process, it is essential to understand the needs and objectives of the organisation. This involves conducting a detailed analysis of the areas requiring improvement and setting clear and achievable goals.
 

• Process redesign

Digital transformation is not just about implementing technology, but about redesigning existing processes to make them more efficient and aligned with user needs. This involves identifying weaknesses and potential opportunities for improvement in processes and making the necessary changes.
 

• Implementing appropriate technology

Once the need for technology implementation has been identified, it is important to select the right tools that will help the organisation achieve its objectives. This requires a thorough evaluation of the different options available in the market and choosing those that best suit the specific needs of the organisation.

Benefits of digital transformation

Digital transformation has the potential to generate numerous benefits for organisations that implement it effectively. Some of these are listed below:
 

• Customer value generation.

By focusing on user needs and redesigning processes to meet those demands, organisations can generate greater value for their customers. This involves offering personalised products and services, facilitating interaction through digital channels and providing a more seamless and convenient shopping experience.
 

• Increasing operational efficiency

Digital transformation can also help organisations improve the efficiency of their internal processes. By automating repetitive tasks and streamlining workflow, operational costs can be reduced and staff productivity increased.
 

• Increased competitiveness

Organisations that adapt to the digital age are more competitive in the marketplace. By offering innovative products and services, providing an exceptional user experience and being present in relevant digital channels, organisations can stand out from the competition and attract new customers.

• Improved decision making

Digital transformation also generates a wealth of data that can be used to make more informed decisions. With the help of appropriate analytical tools, organisations can gain key insights into the performance of their processes and use them to optimise their operations and strategies.

In short, digital transformation is an essential process for all organisations in the digital age. Through it, companies can create value for their customers, improve their operational efficiency and increase their competitiveness in the market. It is not just about implementing technology, but about redesigning existing processes with user needs in mind. Organisations that do not address this process risk being left behind. 
 

Keys to successful digital transformation

Digital transformation has become a necessity for businesses in the digital age. In order to achieve a successful change, it is essential to take into account a series of keys that will allow companies to make the most of the opportunities offered by the digital environment. The following are the most important keys to success in digital transformation:
 

• CEO leadership

Key in any digital transformation process. The CEO must be the main driver and supporter of the transformation process, establishing a clear vision and motivating the entire team to achieve the proposed objectives. In addition, the CEO must be willing to take risks and make bold decisions to drive innovation and adaptation to change.
 

• Change in the way we work

Digital transformation implies a change in the way companies work. It is necessary to abandon traditional methods and adopt agile methodologies that allow companies to adapt quickly and efficiently to the digital environment. These methodologies promote collaboration, flexibility and constant experimentation, allowing companies to keep up with technological changes and customer demands.
 

• Optimising the user experience

User experience has become a determining factor in the success of any company in the digital environment. It is important for companies to optimise the user experience across all touch points, from the website to mobile applications. This includes ease of use, loading speed, intuitive design and personalisation of content and services offered.
 

• Targeted adaptation to new technologies

In the digital environment there are constantly new technologies and tools available. However, not all of them are relevant for all companies. It is important for organisations to carefully analyse and select the technologies that suit their specific needs and that really deliver value. This involves assessing ROI, internal capabilities and market expectations before adopting new technologies.
 

• Transparency and multidisciplinary teamwork

Digital transformation requires a culture of transparency and collaboration. It is important for companies to encourage open communication, knowledge sharing and collaboration between different departments. Furthermore, the education of multidisciplinary teams, involving people with different skills and expertise, can foster creativity, innovation and more efficient problem solving.
 

• Changing governance models

Traditional governance models can be impediments to digital transformation. There is a need for companies to adopt more agile and flexible governance models that enable faster and more efficient decision-making. This includes decentralising power, delegating responsibilities and promoting collaboration and autonomy at all levels of the organisation.
 

• Harnessing data and information management

In the digital age, data is one of the most valuable business resources. It is essential that organisations are able to collect, store and analyse data effectively to obtain relevant information and make strategic decisions. This means having the tools and knowledge to manage data securely and in compliance with privacy regulations.
 

Benefits for SMEs

Small and medium-sized enterprises (SMEs) have the opportunity to benefit greatly from digital transformation. By adopting digital technologies and processes, they can improve their efficiency, reach new markets and compete on a level playing field with large companies. Digital transformation gives them the opportunity to grow and expand, generating a positive impact on their profitability and long-term sustainability.

One of the main advantages of digital transformation for SMEs is improved operational efficiency. By using digital tools and systems, companies can automate tasks, streamline processes and reduce errors. This not only saves time and resources, but also improves the quality of products and services offered. In addition, the digitisation of processes enables real-time data collection and analysis, providing companies with valuable information for strategic decision-making.
 

Another important benefit of digital transformation is the possibility to reach new markets. Through the Internet and social media, SMEs can expand their reach and reach customers in different geographical locations. This allows them to overcome physical barriers and compete with larger companies. In addition, online sales and e-commerce provide the opportunity to open new sales channels and diversify revenue streams. 

Through the implementation of inventory management and logistics systems, companies can reduce costs and improve efficiency in their supply chain. In addition, the ability to track products in real time allows for greater visibility and control throughout the distribution process.