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Today, customers are increasingly time-poor and in our busy day-to-day lives it is all about time efficiency. Customer experience is critical to remain in business and ahead of the competition. A customer expects personalized services and businesses to understand their needs, which can be provided based on a 360-degree view of customer insight through the latest technology.

COVID-19 has forced organizations to adopt technology, rapidly transforming their processes and attracting customers through new channels that do not compromise customer experience. This period has witnessed a huge shift in everyone's work culture. The mindset of senior leadership has had to adapt rapidly, compressing 10 years of change into 10 weeks. Let us look at some quotes from various businesses and their key drivers of digital transformation.

James Staten, VP Principal Analyst at Forrester Research and previously chief strategist and GM of Microsoft Azure

“You have to be prepared to be disrupted. CIOs can partner with marketing to help reposition IT as a digital transformation engine. You shouldn't be thinking about what applications you can migrate to the cloud. That isn't the path to lower costs and greater flexibility. Instead, you should be thinking about how your company can best leverage cloud platforms to enable new capabilities. Then create those new capabilities as enhancements to your existing applications. You must think differently as you approach cloud development. There's far more power in application design and configuration once you free yourself from assumed reliance on the infrastructure. The result is new degrees of freedom for developers – if you embrace the new model.”

Phil Scully, Group CIO, Costa Coffee

“It is highly likely that 2020 has pushed Digital Transformation all the way up the company agenda, and is now maybe even critical to business survival. Transformation needs to move beyond a website, mobile app, or technology to all areas and processes of an Enterprise, now delivering against this revised agenda at pace. Understanding these key drivers and setting principles from the outset for any program provides the best chance of transformational success and the step changes in process required. Technology change must move as an enabler in parallel to people and process for Digital Transformation to ultimately achieve a ‘digital mindset’ cultural change.”

All the digital conferences, keynotes, and articles that discuss the digital transformation with the right strategic partners and the critical drivers for the change have one common theme at the heart of their approach, which revolves around the customer. Digital transformation is all about customers, so let's talk about a few key drivers that are interconnected, as suggested by Nigel Fenwick (see Figure 1.1). You need to innovate and transform business models, transform experiences, transform the tech ecosystems, and transform operations.

FIGURE 1.1 Digital Transformation into Four Areas of Customer Focus

Source: Used with permission. Nigel Fenwick, VP, Principal Analyst, Forrester (2020) Accelerate Digital Transformation with the Right Strategic Partner (forrester.com).