Digital changes in the company require efficient and consistent corporate communication

Picture of Kathrin von Kaiz

Kathrin from Kaiz

January 26, 2018

Digital transformation is on everyone's lips. Digital transformation is happening everywhere. Companies are driven by the fear of being left behind in this digital transformation. Increasing competitive pressure and higher expectations from customers and employees are the main drivers. But what does digital transformation actually mean? Clarifying this question is of central importance - both internally and externally. After all, the success of the transformation process is directly dependent on corporate communication: without it, digital change will fail before it has even begun.

Digital transformation: opportunity and task for corporate communications

Transformation occurs in many areas - for example in biology, electrical engineering and medicine. The term always has something to do with transformation and change. It often implies a starting point and an end point - a process that begins at some point and ends at some point. And this is how many companies act in the case of digital transformation.

For the management, this often means above all introducing the necessary individual technical solutions. This is the end of the matter for the time being. However, the reality is different. The pace of innovation is getting faster and faster, with the development of new solutions and technologies often rendering existing ones obsolete. For some, the process takes longer, for others it is faster.

The digital transformation must be lived

As a result of these developments, there is no end to this transformation process - profound changes will take place both inside and outside companies. The effects of this will not be limited to companies, but will also change the entire structure of society and therefore the working situation of each individual.

This requires companies to have an agile and flexible corporate culture in order to be able to react adequately, dynamically and quickly to the changes. Digital transformation is therefore more than just renewing IT and introducing automated processes - it is a complete redesign and renewal of business models, an ongoing process that must be lived throughout the company. If this does not succeed, companies will find themselves back in the same situation in five to ten years' time - with the fear that they have once again missed the boat.

User centricity and transparent communication as drivers

When restructuring business models, it is important that employees and partners are involved in the design of processes from the outset. In addition, digital possibilities open up a whole new, expanded dimension in dealing with customers. New channels for communicating with customers open up the possibility of for open dialog. Although this new openness represents a challenge for many companies, it can make a significant contribution to good customer loyalty and allows companies to track the various stages of the customer journey. As a result, customers experience a new reality with "their" providers. For companies, customer orientation and user centricity are the key words. This is because the data that can be obtained from the customer journey is the most important asset for digitalization: it set the direction of travel.

Which direction the journey will take and what it will look like is uncertain. As everything is changing and new technical as well as emotional aspects are being added, there is hardly any experience from the past to fall back on. There are no showcases or best practices. Companies have to embark on their own search and be prepared to open themselves up to the new and unknown. There are no ready-made solutions, as the tasks of individual departments and people are constantly changing.

This is where corporate communication comes into play. Customer orientation, renewal processes and the introduction of new digital technologies require transparent and targeted communication on all sides.

Underestimated unit: digital transformation and corporate communication

Unfortunately, the importance of the role of corporate communications in the digital transformation is still underestimated. But how important a Strategic and open communication The internal and external challenges associated with digital changes in the company are demonstrated by numerous examples from companies. In many cases, employees only have a vague or even no idea of what the digital transformation means for them and their role in the company. Customers and business partners also hear about the changes in the company, but cannot really grasp the impact on them.

And this is precisely where the major challenge lies - but also the opportunity for corporate communication: the upcoming changes must be made transparent for employees as well as customers and partners. Open and clear communication to all sides should create space for discussion in order to strengthen the impact of the measures and change processes that have been introduced.

Employees should be encouraged to actively participate and possible resistance should be overcome. These new tasks are extremely important, because without them, the digital transformation in the company cannot be successfully completed. For this reason, it all too often fails in the early stages.

Communication is thus becoming the driver of digital transformation in companies.

Where the journey must go

It is not yet possible to predict exactly how corporate communications will change in the course of the transformation. The only thing that is certain is that many new and exciting tasks will have to be fulfilled. This is not only the result of the numerous new technical possibilities, but also has its origins in the necessary redefinition of relationships with internal and external target groups and the increasingly important emotions: it is moving away from the factual presentation of the company towards supporting change processes and ensuring positive relationships.

A very good example of the new tasks of corporate communications is the presentation of the "new" management methods: instead of hierarchical structures, instructions and waterfall methods, agility, iterations and Teamwork in demand. Swarm intelligence instead of silo thinking. Input from employees and customers is extremely valuable and must be encouraged.

This change in the Management style of a company will be necessary in order to meet the new challenges; and it must be reflected internally and externally by corporate communications. To support this, understandable and clearly visible role models should be created for all employees to show what the future must look like in the company. It is important that the communication measures permeate all levels of the company - and do not "get stuck" at management level.

But how can communication be realigned?

What is certain is that new methods that have been used in innovation departments for many years will also be in demand in corporate communications. Methods such as design thinking, Design SprintBusiness Model Canvas, hackathons and bar camps allow participants to explore uncharted territory through an experimental approach and creativity. Corporate communications should adopt these methods and thus enable both managers and employees to break away from existing ideas and explore new experimental paths together. This is the only way to develop a shared idea of the future while at the same time being able to react flexibly to as yet unknown changes.

Only if corporate communications succeeds in transforming itself will it be able to significantly drive forward the digital transformation in the company.

(Cover image: © REDPIXEL | fotolia.com)

About the author

Picture of Kathrin von Kaiz

Kathrin from Kaiz

Kathrin von Kaiz is a TCI partner and specialist when it comes to advising companies on digital transformation with regard to user centricity. Whether it's communication, service design or IT - the focus is always on the customer.

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