Unprecedented (Cultural) Change:
How Digital Transformation Can Improve Corporate Culture
It is true that many businesses had to digitalize their environment rapidly, and introduce changes faster to overcome the pandemic challenges and emerging market requirements. It’s been a necessity, but also a great opportunity to catch-up with the latest technology can offer, and build a truly innovative work environment. It’s also been a unique opportunity to initiate and accelerate cultural change, opening the way for the organization to instigate a mindset for sustainable growth.
Mihalis Bakouris
International Business Development Director, Entersoft
It’s been almost two and a half years since the global pandemic, which kick-started a series of changes in both the consumer behaviour and the way businesses operate. I can identify five key areas where we’ve seen rapid transformation:
a) consumers started using eCommerce more
b) consumers expanded their sourcing and shopping area, from local to remote or global
c) businesses were forced to exploit technology, in order to remain sustainable
d) businesses had to review their processes and introduce new ones that correspond to new ways of working
e) the workforce is more often now remote / on the move, than office-based
These changes happened very fast while in many cases, were not part of a well-thought strategic business plan but an immediate response to imminent challenges. However, all these changes require corresponding cultural changes, so they are well supported and remain aligned with the corporate strategy.
And this is where the tricky part is.
Many companies seek for cultural change to precede business and IT change, or at least happen simultaneously. With a global pandemic at their doorstep, businesses had to accelerate the adoption of new business models and technological upgrades, without having the time to prepare for, nor the resources to focus on the cultural transformation these changes would bear. The digital transformation had to precede cultural change. And this is a good thing, actually.
It is a good thing because, when it comes to human behaviour, technology is a major moulding and driving force. Just consider how many things we do differently nowadays, because technology is there and enables us to do so. From business transactions to interpersonal relationships, technology has created new norms in the way we operate, communicate, collaborate, learn, entertain, and interact.
An organization’s digital transformation can support cultural changes in multiple ways:
Enhance customer centricity.
When a company introduces systems and processes that prioritize customer experience, employees are more likely to engage with these processes, and customer centricity eventually becomes part of day-to-day business.
Improve responsiveness.
Having an ‘’always-on’’ approach to customer service can help improve not only customer experience, but also the company’s responsiveness to requests from business partners and customers, elevating business competitiveness, customer loyalty and repeat business.
Promote collaboration and teamwork.
Technologies can help create a more collaborative work environment while planting the seed for the workforce to become more open and adept to teamwork.
Increase accountability.
Smart technology can provide invaluable data and insight to business operations, helping nurture accountability and quality amongst the company’s departments and teams.
Advance sustainability and social responsibility.
An all-digital working environment that enables remote working, supports minimal commuting, eliminates print-outs, and automates operations, is a greener, more sustainable way of doing business.
