Digital Transformation

Digital transformation and the company culture

Companies clearly know these days that digital transformation affects their entire organization, including their communications and culture.

Traditional businesses built their company culture in a non-digital world. So it makes sense that that their culture would be out of sync with today’s digital universe.

To change your company culture, start with your employees. That means making some technical adjustments but, most importantly, opening up the lines of communication with your employees and customers. You need to reassure them. But it’s also important to explain the changes and provide support. Changing the company culture is a team effort that is not to be taken lightly.

Digital culture differs between born-digital and traditional companies

It goes without saying that digital technology is an integral part of the culture of born-digital companies. The work environment is collaborative and innovative.  Management is horizontal and open to experimentation. Such companies are always looking to improve and they do so by seeking customer feedback. They have the technical means to get that feedback and the flexibility to try new ideas.

On the flip side, traditional businesses are facing a completely different reality. Paper culture is still prevalent, namely due to legislative constraints, industry needs, and sometimes even legacy systems. Traditional businesses are not always able to adopt new technological solutions.

According to a study by Quocirca, 41% of employees surveyed said they still use paper because it’s what their co-workers prefer. In a 2015 Forrester survey, only 21% of executives said their company culture was conducive to digital transformation. This demonstrates that employees’ habits need to change.

3 tips for bringing your company culture in line with digital transformation

As with any change, digital transformation doesn’t happen overnight. Several steps are required at different levels of digital maturity. Here are three ways traditional businesses can get started:

  • Get an in-house dialogue going and establish a digital adoption strategy: 40% of respondents to a PwC survey identified the lack of a clear digital vision and the lack of management support as impediments to digital transformation. So it’s crucial to develop a plan of action for employees to become digitally savvy and to include it in the corporate business plan.
  • Train employees on new technologies and processes: It’s important to invest resources at this stage. Companies should not be afraid to use external partnerships, either to train employees or outsource skills.
  • Digitize tools and systems bit by bit: Technological change is inevitable, but that doesn’t mean you need to start from scratch. A number of solutions are available to traditional businesses to make the switch, without changing all of their systems and templates in one fell swoop.

At Objectif Lune, we recommend undertaking digital transformation at your own pace. That’s why we support you step by step, taking your circumstances into account—without necessarily changing all of your systems. Interested? Contact one of our advisors and ask for a free consultation.

7 differences betweent digital and traditional businesses