Welcome back to our ongoing series about digital transformation. In our previous article, we explored the diverse perspectives that surround the term "digital transformation" and dove into the concept of the connected digital ecosystem. Today, we're delving into the essential engine that drives this transformation: optimizing processes and pioneering automation.
Let’s take a step back in history, specifically the Industrial Revolution - the 19th-century digital transformation. Imagine if Henry Ford, instead of creating the automobile, built a mechanical horse, with four legs that are powered by an engine, with some special tweaks to accommodate specific requests. The idea seems ludicrous, doesn't it? That’s because the Industrial Revolution wasn’t about adding an engine to current technologies, it was about unlocking the potential of the new technology. Even more notable, what made it possible and scalable was the introduction of the assembly line to accelerate production. Similarly in your digital transformation, you must define a digital-first process, which is not always automating the same tasks your team does today.
That's because innovation is about moving forward, not replicating the past. Process optimization is what allows you to create a new way of working. Optimizing processes doesn't entail a simple plug-and-play approach with the latest tools. It involves revisiting existing workflows, identifying bottlenecks, and strategically implementing automation at the right points. Think of it as remodeling your workspace for better functionality.
To simplify and tie it to the connected ecosystem we talked about earlier, we will explore the content development process.
Traditionally, content is being developed specifically for the channel, email for a campaign, a brochure for distribution, a screen for a conference, and a website for information about the company. Often, all these are being operated in silos. The campaign team is operating separately from the web team leading to repeated work, message divergence, and mismatched publication schedule.
Automating each of these channel content and tactic development will improve operations within the channel, but it won’t address the overarching problems: it won’t break silos, work will still be replicated, and the divergent messages will still be automatically routed and electronically delivered.
If this sounds familiar, let me introduce you to journey planning. Starting with your key customer segments, define the messages that you want delivered, and plan out experiences across your channels. Your message, aka content, will go into your authoritative content source delivering your consistent message. Your atomic design system will deliver that consistent experience regardless of the channel.
“So, what has changed? We do that today,” you might say. Certain aspects of the process for each one of the channel silos would need to be abstracted and taken to a higher level. These aspects are mainly the content (messaging and the style guide/design systems). They will be the foundation for channel-specific tactic development.
We will also have to consider your review workflow. Shared content and design require global review before being released to channel consumption. After your channel consumes the content and design and puts together the tactic, your channel review is simpler. Less review means you can focus on the overall objective: does the message come through? Is the assembly of these design components invoking my customer the way you want them to?
As you can see, a new process for content creation and review is different when you think about it in a connected digital ecosystem as opposed to a singular channel. There are tools to help facilitate this process, mainly workflow engines, such as Workfront, and journey planning tools such as Marketo.
As we conclude this segment of our digital transformation exploration, we've learned that optimizing processes and pioneering automation form the backbone of progress. Just as an artist refines every brushstroke, you're refining processes to match the speed and demands of the digital era.
In our forthcoming installment, we'll plunge into the realm of personalized customer experiences. We'll uncover the art of crafting connections that resonate, extending far beyond the transaction. Until then, keep architecting the future of transformation!