Digital transformation is an evolving reality, and organizations continue to make extensive investments in new digital technologies. The advances in computational capabilities forecasted by Gordon Moore over 50 years ago are the primary engine. Gordon’s prediction sparked innovation and development, and it laid a fertile foundation from which modern technology springs, including the broad rise of digitization and personalization.
The next phase of digital transformation is upon us as organizations and those that manage them work toward the seamless integration of technology, connecting the front, middle and back office systems to enhance the user and customer experience and increase operating performance. This vision of an empowered and interconnected future brings challenges and benefits for everyone, including associations and their members. Privacy and security are persistent and growing concerns. But, the benefits of smarter, ubiquitous technology, learning to anticipate association members’ needs, keeps us healthier, safer and more productive in the long run.
As organizations address the changing landscape, ideally, aligning to digital transformation accelerates their need to meet business requirements focused on results, innovation and improvement. To set up associations for future success, it’s time to ask:
- What is digital transformation?
- Are associations and organizations embracing it?
- Should they embrace it?
The meaning of digital transformation.
Digital transformation is the acceleration of business activities, processes, competencies and models to leverage the changes and opportunities of technologies and their impact in a strategic and prioritized way. For associations, it’s influenced and driven by technology innovation, member behavior and demand, and environmental factors, such as understanding how culture and society affect the adoption of technologies and the way members respond.
In turn, the culmination of those measures impacts the strategic choices associations make when automating processes for organizations and the people they strive to have relationships with, and the kinds of experiences they’re steering toward.
The benefits of digital transformation.
Association leaders are now applying technology to support digital transformation in the front, middle and back office operations to deliver a stronger connection between them and their members, while creating greater value.
There’s no escaping the latest industrial revolution, and digital transformation disrupts the way we attract, retain, provide value to and share content with the individuals we are seeking stronger relationships with. To rise above the disruption, a digital organization must embrace a core set of attributes to succeed.
- Agilely innovate. Thoughtfulness and flexibility are ways to invent and adapt. Take risks to capitalize on information and resources to inform the design of products and services to differentiate.
- Predict opportunities. Having data requires exploring new areas of innovation. Turn data into actionable insights.
- Transparency, trust. Brands must inspire trust with members and dictate perception. Maintain positive relationships and keep a secure organization to drive success.
- Personalized experiences. Lots of data means personalizing the way members interact with organizations. It allows for effective targeting and a customized experience that surprises and delights.
- Always on. Never go dark on members and deftly manage the right technology for the right experience, putting the right value in the right place at the right time. Dictate to the market. Force the competition to keep pace.
The synergy from digital transformation.
Ultimately, digital transformation for an organization leads to connection. When we digitally transform, we break down more than technological barriers. We also break down communication and data silos. Departments can easily access information and gain insights. With real-time updates, everyone across an organization is more productive.
This realization leads to acknowledging value in working with a well-connected suite of solutions which supports an association across its multiple digital transformation initiatives. Fewer vendors means less complexity, and, with a stronger partner, a complete understanding of an organization, its goals and operation.
The task of digital transformation can be daunting. But, it doesn’t have to be. Step back and look outside-in—who are you trying to have a relationship with, and what do you want them to think, feel and do? Prioritize the impacts which will add the greatest strategic value to your organizations, then build the plan to make it happen.
Jean-Paul (JP) Guilbault is the President of Community Brands
