Dig­i­tal Trans­for­ma­tion — Ma­jor Chal­lenge and Op­por­tu­ni­ty

Not so long ago, the 9th Di­a­logum Cus­tomer Ex­pe­ri­ence Man­age­ment Sum­mit took place in Frank­furt. Top­ic of this year’s sum­mit was how the pro­gres­sion of the dig­i­tal trans­for­ma­tion has shaped a company’s cus­tomer man­age­ment as well as the cus­tomer ex­pe­ri­ence.

​The Cor­ven­dor team (Rein­er Rü­bel, Mar­ket­ing Ex­pert, Dr. Ste­fan Rüger, Pro­fes­sor of Mul­ti­me­dia and In­for­ma­tion Sys­tems and Achim Vet­ter, ex­pert for Buy­ing Cen­ters) had the chance to dis­cuss so­lu­tions and strate­gies for an ef­fec­tive dig­i­tal trans­for­ma­tion with 40 man­agers of ma­jor Ger­man and in­ter­na­tion­al com­pa­nies a work­shop.

Prof. Dr. Stefan Rüger beim Dialogum Customer Experience Management Summit 2018

Terms like Big Data, In­ter­net of Things (IoT), Ma­chine Learn­ing, Cloud Com­put­ing, Blockchain are terms most of us are fa­mil­iar with and are phe­nom­e­na that char­ac­ter­ize the so called “dig­i­tal­iza­tion”.

Achim Vetter beim Dialogum Customer Experience Management Summit 2018

Big Data and AI ap­plied to data which are gained by means of dig­i­tal mar­ket­ing are a good start. For or­ga­ni­za­tions to be suc­cess­ful in trans­form­ing to a dig­i­tal en­ter­prise, there is a need to in­tro­duce cul­tur­al changes and im­ple­ment new process­es”. Af­ter talk­ing to many com­pa­nies at the Di­a­logum Cus­tomer Ex­pe­ri­ence Man­age­ment Sum­mit and as­sess­ing cus­tomer needs, the Cor­ven­dor team takes this state­ment away as a key learn­ing.

​Out-of-date CMS sys­tems or the lack of an on­line pres­ence as well as the lack of e-com­merce plat­forms can pose a ma­jor risk to every busi­ness.

How­ev­er, dig­i­tal trans­for­ma­tion done right can cre­ate unique mar­ket op­por­tu­ni­ties and make busi­ness­es more prof­itable and ef­fi­cient. Real world ex­am­ples for suc­cess­ful dig­i­tal trans­for­ma­tions as well as the uti­liza­tion of new tech­nolo­gies to reach con­sumers can be found in many dif­fer­ent in­dus­tries.

With the fast-paced pro­gres­sion and im­ple­men­ta­tion of dig­i­tal tech­nol­o­gy in all ar­eas of hu­man so­ci­ety, man­agers these days are chal­lenged to fun­da­men­tal­ly al­ter most ar­eas of their busi­ness process­es to suc­cess­ful­ly de­liv­er their goods or ser­vice to the con­sumer.

Reiner Rübel beim Dialogum Customer Experience Management Summit 2018