{"id":49716,"date":"2021-01-29T17:44:00","date_gmt":"2022-10-18T17:44:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49716"},"modified":"2022-10-30T22:10:16","modified_gmt":"2022-10-31T05:10:16","slug":"why-digital-transformation-is-more-than-a-buzzword","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/why-digital-transformation-is-more-than-a-buzzword\/","title":{"rendered":"Why Digital Transformation Is More Than a Buzzword"},"content":{"rendered":"\n<p>For some business leaders, the term \u2018digital transformation\u2019 may be bordering on becoming buzzwords. However, for many small and medium businesses across the globe, a digital-first approach to how they operate is a way of life. And those who invest in and embrace technology were able to react to the seismic disruption of 2020 quickly, effectively and efficiently.&nbsp;<\/p>\n\n\n\n<p>And it will be those <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/12\/dreamforce-to-you-2020--how-to-succeed-in-the-all-digital--work-.html\" target=\"_blank\" rel=\"noopener\">digitally advanced businesses<\/a> that are going to be able to handle any potential future volatility.<\/p>\n\n\n\n<p>For Koda Capital, explains Founder Andrew Rutherford, having a robust technological infrastructure that\u2019s continually developed and invested in has enabled the business to react and change direction quickly.&nbsp;<\/p>\n\n\n\n<p>\u201cWe already had a remote business continuity plan, which enabled up to 20 people to work remotely, but in late 2019 we\u2019d upgraded that to give everyone simultaneous access to all of our data file systems. We also consolidated and integrated our telecommunications and video conferencing services to communicate from any device or any location, seamlessly.<\/p>\n\n\n\n<p>\u201cHaving this in place, in addition to our cloud services, meant that, as soon as COVID-19 hit, we could take our laptops home and continue working remotely. So from that perspective, nothing had changed.\u201d&nbsp;<\/p>\n\n\n\n<p>Salesforce\u2019s latest <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2020-small-business-trends-report\/?d=7013y0000022JZ8AAM&amp;nc=7013y0000022JZDAA2\" target=\"_blank\" rel=\"noopener\">Small &amp; Medium Business Trends report<\/a>, which was compiled in the early days of the pandemic, showed that 46% of respondents believed technology influenced their organisation\u2019s ability to stay open and in business. It\u2019ll be interesting to see if that figure has changed when the next report is published \u2013 I\u2019d imagine it\u2019s safe to say it will have.&nbsp;<\/p>\n\n\n\n<p>While no-one could have precisely predicted what 2020 held, businesses can predict some form of disruption will come along at some point, and a proactive approach to preempting the impact of whatever may come along is a key quality for a resilient business.&nbsp;<\/p>\n\n\n\n<p>Sometimes, however, there are signs that you need to get ahead of the game. For Yvonne Timson, Chief Operating Officer at Community Vision \u2013 an organisation that provides disability and community care services in Perth \u2013 changes in funding, in addition to the scrutiny that came with the Royal Commissions, provided those prompts.&nbsp;<\/p>\n\n\n\n<p>\u201cWe needed to look at the business through what would be a normal business commercial lens to generate efficiencies,\u201d she says.&nbsp;<\/p>\n\n\n\n<p>\u201cOur systems and our technology was a logical place to start.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"changing-of-the-guard-the-importance-of-change-management\">Changing of the guard \u2013 the importance of change management<\/h2>\n\n\n\n<p>Community Vision began a significant digital transformation project, and a visible day-to-day impact was changing from rostering its 180-plus staff on paper to iPad.&nbsp;<\/p>\n\n\n\n<p>It was met with some resistance. &nbsp;<\/p>\n\n\n\n<p>\u201cThey\u2019ve gone from being confident and organising their own day to suddenly being directed to the work and the information,\u201d says Yvvone.&nbsp;<\/p>\n\n\n\n<p>\u201cThere was fear. You get the conspiracy theories from the staff that we\u2019re only doing it to check up on them, while some customers were wondering why we were using this technology to provide a personal care service \u2013&nbsp;in some people\u2019s minds, it doesn\u2019t automatically connect.&nbsp;<\/p>\n\n\n\n<p>\u201cOne thing I knew from previous change management, however, was the need for internal training \u2013 that training was how we built trust with the workforce. We trained them, took in their feedback and, once they saw the benefit to how they were working, the aptitude to change increased dramatically.\u201d&nbsp;<\/p>\n\n\n\n<p>Investment in training \u2013 from both financial and time perspectives \u2013 is critically important when planning a digital transformation project, and it can\u2019t be underestimated.&nbsp;<\/p>\n\n\n\n<p><script type=\"text\/javascript\" data-uuid=\"zDSnaEVj5A87ZSGSmVFR3E\"> window.SfdcWwwBase && window.SfdcWwwBase.videoComponent && window.SfdcWwwBase.videoComponent.updateChapter(document.scripts[document.scripts.length - 1].getAttribute(\"data-uuid\")); if(!window.vidyardEmbed){ window.videoUtils && window.videoUtils.loadScriptOnce(\"https:\/\/play.vidyard.com\/embed\/v4.js\", \"Vidyard\", true); } else { window.vidyardEmbed.api.renderDOMPlayers(); } <\/script><script> (function($) { \/\/ Add 'Configuration' global object with details of our Adobe Analytics instance window.Configuration = window.Configuration || {}; var rsid = (typeof Server !== 'undefined') ? Server.getAccount() : ''; $.extend(window.Configuration, { PUBLISHER: '8D6C67C25245AF020A490D4C@AdobeOrg', MCID: '8D6C67C25245AF020A490D4C@AdobeOrg', NAMESPACE: 'salesforce', CHANNEL: 'salesforce', RSID: rsid, TRACKING_SERVER: 'salesforce.sc.omtrdc.net', HEARTBEAT_TRACKING_SERVER: 'salesforce.hb.omtrdc.net', DEBUG: false }); }(jQuery)); \/\/ End of IIFE<\/script><\/p>\n\n\n\n<p>Another key ingredient for a successful digital transformation project is a culture that embraces a modern way of working. Technology can enable many things, but the mindset of the organisation has to be able to adapt and embrace those opportunities.&nbsp;<\/p>\n\n\n\n<p>For Koda Capital, says Andrew, the autonomy and self-determination needed to adapt to and thrive in change are ingrained in the way the business works and team culture.<\/p>\n\n\n\n<p>\u201cOur philosophy is that as long as you\u2019re meeting the needs of our clients and meeting our compliance obligations, we don\u2019t care how or when you\u2019re working. That really helped people go from working in a physically colocated office to a digitally enabled collaboration environment at home.\u201d<\/p>\n\n\n\n<p>\u201cOur philosophy is that as long as you\u2019re meeting the needs of our clients, we don\u2019t care how or when you\u2019re working. That really helped people go from working in a supervised office to a purely unsupervised environment at home.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"digital-transformation-more-than-just-buzzwords\">Digital transformation \u2013 more than just buzzwords<\/h2>\n\n\n\n<p>While some business leaders may think \u2018digital transformation\u2019 are just buzzwords, Andrew says it\u2019s a non-negotiable for organisations in all areas of business.&nbsp;<\/p>\n\n\n\n<p>\u201cIn all sectors, you\u2019re dealing with people who are digital natives. They expect the providers they\u2019re dealing with to be absolutely online and to offer very high levels of security, and very high levels of convenience.&nbsp;<\/p>\n\n\n\n<p>\u201cIn addition, the reality is if you haven\u2019t done that digital transformation, if you haven\u2019t moved online, if you still rely on email, you\u2019re exposed to the risk of cybercrime.\u201d&nbsp;<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2020-small-business-trends-report\/?d=7013y0000022JZ8AAM&amp;nc=7013y0000022JZDAA2\" target=\"_blank\" rel=\"noopener\">Salesforce Small &amp; Medium Business Trends report<\/a> revealed that 51% of businesses believe technology drives their <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2021\/01\/create-a-customer-centric-strategy.html\" target=\"_blank\" rel=\"noopener\">customer interactions<\/a> \u2013 and Andrew is certainly with the majority.&nbsp;<\/p>\n\n\n\n<p>\u201cFor us, there\u2019s a lot of intergenerational wealth transfer, so a lot of the 60-, 70-, 80-year-old clients we\u2019re dealing with today will pass things on in five, 10, 20 years to their 40- or 50-year-old children, or their 30-year-old grandchildren, and they all have a level of expectation around digital.&nbsp;<\/p>\n\n\n\n<p>\u201cIf we didn\u2019t have the technology we have, there\u2019s no way we\u2019d have as many clients as we do today.\u201d<\/p>\n\n\n<aside class=\"contextual-driver has-text-align-left\">\n\t<header>\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tFourth Edition: Small &amp; Medium Business Trends Report \t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p>Small &amp; Medium Business Trends Report in the new normal.<\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2020-small-business-trends-report\/?d=7013y0000022JZ8AAM&#038;nc=7013y0000022JZDAA2\" target=\"_blank\">\n\t\t\t\t<span>GET THE REPORT<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<p><b>Learn why more than 2,000 SMB leaders and owners across the globe are prioritising digital transformation.&nbsp;<a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2020-small-business-trends-report\/?d=7013y0000022JZ8AAM&amp;nc=7013y0000022JZDAA2\" target=\"_blank\" rel=\"noopener\">Download the Small &amp; Medium Business Trends report<\/a>.&nbsp;<\/b><\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/blog\/2021\/01\/create-a-customer-centric-strategy.html\" target=\"_blank\" rel=\"noopener\">Read how SMBs are putting customers at the centre of their business<\/a>&nbsp;in our first article for our SMB Trends series.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For some business leaders, the term \u2018digital transformation\u2019 may be bordering on becoming buzzwords. <\/p>\n","protected":false},"author":1,"featured_media":49718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"58b62c965d144714944721ca4164d133","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2482,2484,2462,2472],"sf_content_type":[],"coauthors":[2533],"class_list":["post-49716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-engagement","sf_topic-digital-transformation","sf_topic-research","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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