That is one of the reasons why digital transformation is not a task for the IT departments. In some projects I have observed, a CMO was the one who was responsible for digitalization, and I believe this is a good idea. In truly customer-oriented organizations, people who know most about customers certainly should be involved in any significant decision-making. People from the IT departments see computers, clouds, servers, and software. People from the marketing department see customers with their pains, superstitions, desires, and needs.
It doesn't mean the team can forget cost reduction and operational efficiency. The bottom line is also important, and clients won't buy too expensive products, whatever attractive and valuable they are. But a company receives revenue first and only then turns it into profit. And there is no revenue if customers are dissatisfied.
I believe any strategy, including a digital one, should fulfill the expectations of five categories of stakeholders – customers, shareholders, employees, society, and critical partners. Net profit and operational efficiency growth suit the shareholder's interests, but other stakeholders, and customers, first of all, are not particularly interested in it. They see what's on the surface – interfaces, goods, services. And digital transformation should improve their experience.
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