By this point you’ve probably heard the term digital transformation.
Perhaps you’ve even tried to formulate a picture of what the term really means and if there is a there there.
For a while I couldn’t quite put a finger on the practical implications of digital transformation. It was difficult cutting through all of the hype, breathless excitement, and hand waving to understand what it actually meant for organizations.
It finally occurred to me to think of digital transformation as applying technology to allow your customers to engage directly with your business processes in order to improve their experience. In other words, using your website and mobile apps to let your customers interact directly with your organization in ways they haven’t been able to before.
Now that we’ve got that cleared up, what does that mean for product people? I’d argue that product people play a significant role in digital transformation because successful digital efforts require an understanding of the customer and their needs. This is product management.
So here are some resources that explore product management’s place in digital transformations, including an exploration of product management techniques you can use to help with your digital transformation.
How do you improve business processes as part of a digital transformation?
When you work in an internal product setting, you’ll often get the opportunity to revisit existing business processes and look for ways to make them more effective. This usually involves finding ways to improve the interactions your customers have with those processes and automating some or all of the process. In this post I describe how you can use techniques I’ve described previously to improve business processes in a way that adds value to your customers and streamlines the business process for your organization.
Agile software development and the delivery of digital services
The April 2019 edition of Open Access Government focuses on agile and digital transformation. I wrote a piece exploring the importance of agile software development for providing digital services. That piece explains that because you are create services for your customers and are not sure if they will use them, you are operating in an uncertain environment. In order to deal with that uncertainty, you need to operate in an Agile fashion.
Why Digital Transformation Requires Product Management
Martin Eriksson explains that digital transformation isn’t an IT project stuck in a cost centre or in an innovation lab. It has to reflect the existing company brand, values, and people while also refocusing the business on building continuous processes for discovering new ways to solve customer problems and deliver value.
Product management in digital transformation: What’s different?
In CIO Magazine, Isaac Sacolick explains that digital transformation programs require product managers to have skills and experience across several key disciplines. Your first step: recognizing the strategic importance of the product management function.
Why Digital Transformation Starts With Product Management
Brian de Haaff points out “that when you strip away all the hype and buzz around digital transformation, you discover that the goal is not really new technology. It is about transforming the entire customer experience using new technology as a tool to improve it. I think most major change initiatives like this are broader in scope, which is why I prefer the term enterprise transformation.” He also points out that because successful transformations require a holistic approach that considers every aspect of the customer journey, product management is the perfect champion for enterprise transformations.
The Rising Importance Of Product Managers In A Digital Transformation
As the world moves further towards digital, your products and services are moving faster than ever. The same is true for changes in customer buying habits and the ever-moving world of technology. Your organization needs people with the right skills and capabilities to respond to this rate of change. Emily de Vale of Emergn explains that product managers may just be those people with the right skills.