NC Nov-Dec 2021

OPINION
RIDING THE TIDAL WAVE OF DIGITAL TRANSFORMATION
JAY ALEXANDER, CHIEF TECHNOLOGY OFFICER, KEYSIGHT TECHNOLOGIES OFFERS A GUIDE TO
GETTING TO GRIPS WITH DIGITAL TRANSFORMATION AND HYBRID WORKING
Over the past 18 months, many of us
have experienced significant
change, personally and
professionally. As we embark on the "new
normal" - or really the "next normal," because
it, too, will evolve - it's important to
internalise what has happened to the
technology-adoption cycle and the
associated customer expectations.
It starts with digital transformation, the
megatrend affecting virtually all parts of
today's economy. All things digital are the
essential enablers of the longstanding vision
of "everyone and everything, connected." This
enablement has been happening for a long
time, and in many cases has followed a
phased progression, starting with curious early
adopters willing to experiment, and continuing
with acceptance by the cautious mainstream.
But an interesting change to the pattern
occurred during the pandemic: previously
available technologies such as video chat
became ubiquitous. They're now a lifeline to
our families, friends, doctors, and more.
Another example: online ordering for delivery
or pick-up of food, medicine, office supplies,
and even hardware items for home repair, has
increasingly become part of our weekly
routines. Thus, the first effect of the pandemic
on technology evolution has been an
acceleration of the classic adoption cycle.
Broader, faster adoption of new technologies
is driving the second effect: no matter where
or how you engage with digital
transformation, customer expectations have
changed forever. Impatient demands for
instant access, constant availability, and zero
lag are getting stronger and gaining urgency.
These all fit inside the overarching goal of
delivering a great user experience.
MOVING FROM VALIDATION TO
ACCELERATION
This is all very challenging, to say the least,
but there is a positive aspect: the pandemic
experience has thoroughly validated the
core idea that, done wisely, digital
transformation leads to better outcomes for
businesses and customers.
Going forward, we have to assume people
and enterprises will continue to use hybrid
approaches for essentially all activity systems.
Why? Because an "online plus in-person"
hybrid is convenient, it helps to simplify the
process, and it offers the flexibility to address
dynamic or complex requirements. There is no
going back. The worldwide stress test brought
on by the pandemic has amplified the need to
accelerate our collective digital
transformation.
Surveys by Bloomberg, McKinsey, and others
show this is already happening: many or most
companies believe the pandemic has sped up
their digital transformation by three to seven
years. On average, the speed-up is on the
order of 5.3 years.
It can be tempting to simply throw the latest,
hottest new technology at the problem,
hoping that it will magically make everything
work better and keep customers happy.
However, this rarely produces the desired
outcomes and therefore ultimately slows
rather than accelerates the transformation.
A better way to tackle the acceleration
challenge starts with businesses gaining clarity
around individual business strategies in order
to more efficiently meet customer needs. With
a strong customer-centric strategy, clarity
includes three essential elements: a crisp
definition of a customer set, an imaginative
understanding of their unmet needs, and a
compelling offering that delivers real value to
those customers.
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