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Digital Transformation

Digital Transformation

Digital Transformation

Our vision on digital transformation: organisations evolve in phases – from the first digital steps to the full integration of technology and data into strategy and culture – with AI becoming an increasingly defining force..

Phase 1

Business goal

Digitally in silo

This phase is for companies starting to build their digital capabilities.

  • Setting up and organizing new business and revenue models; the profit is to come mainly from traditional business operations 
  • Separate digital strategy 
  • Using digital technology to better serve the customer and build the associated digital capabilities 
  • Successfully combine business processes with digital technology 
  • Developing an appetite for data 
  • There is no need to make a profit yet 

AI use is mostly informal – through tools like ChatGPT or simple automation, driven by curiosity and experimentation, not yet centrally steered.

Leadership

Builder

The leadership most suited for success in this phase is characterized by:

  • Focus on achieving first results 
  • Forerunner with knowledge, experience and best practices; has bruises 
  • Already has P&L / broad business responsibility, to the fundamentals well 
  • Is curious, not afraid of failure, can deal with uncertainty, reflectively dares to ask for feedback, dares to take risks 
  • Data-savvy 
  • Someone separate from the organization with a fresh outlook and no attachment to old structures / payment models etc.
  • Sees AI as an early spark for digital projects, fuelled by curiosity

Phase 2

Business goal

Omnichannel

This phase is aimed at companies that are integrating online and offline, and operate from an omnichannel perspective.

  • Tune and use all channels for an optimal customer experience 
  • Acquired digital capabilities also become anchored in the existing business 
  • From separate digital strategy to integrated business strategy that includes digital / online 
  • Organization design – data (deployments), brand and performance (separated or cross-channel) KPIs aligned (from only digital to broad business results)
  • Integrated customer journey with correct attribution models

AI shifts from scattered initiatives to more structured use – with governance, ethics and an initial AI roadmap introduced.

Leadership

Connector

The leadership most suited for success in this phase is characterized by:

  • Bridge-builder 
  • Evangelist & change agent – creating urgency to keep moving and the business 
  • Someone who goes through walls 
  • Outside-in thinker, putting the customer first and using data 
  • Power of execution (think big, act small) 
  • Test & Learn – you can make mistakes 
  • Commitment to agility and multidisciplinary 
  • Stakeholder management – between evangelist and urgency is relevance, ambassadors breeding / recognizing and deploying
  • Able to clearly translate AI into tangible value and build broad support.

Phase 3

Business goal

Customer centric & data driven

This phase is for companies anchoring digital in all layers of the company and who operate completely  data driven and customer-centric.

  • There is one integrated digital / omnichannel business operation 
  • Completely data-driven and customer- centric 
  • Furthermore, looking beyond your own company at the ecosystem of which one is part 
  • Creating a culture in which agility, test & learn and innovation is anchored
  • Digital is anchored in all layers of the company 
  • Contacts with the outside world are mutual and direct

AI becomes strategic – embedded in decisions, products and culture, with teams and governance ensuring lasting impact.

Leadership

Facilitator

The leadership most suited for success in this phase is characterized by:

  • Servant leadership – facilitation, direction giving, non-hierarchical, based on trust 
  • Inventing yourself and the organisation over and over again, wanting to keep learning – leadership with question marks instead of exclamation marks 
  • Fully agile and multidisciplinary, creating a network organisation 
  • Extreme degree of outside-in thinking and focus on innovation – continuously measuring and adjusting everything 
  • Ensuring agility of the organisation and digital transformation from all over ecosystem companies
  • Steering AI’s strategic use with a focus on ethics, impact and long‑term value.

HUMANIZING DIGITAL TRANSFORMATION AND GROWTH.

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