TECHNOLOGY

EVERYONE HAS JUMPED on the digital transformation bandwagon over the past few years – particularly those in the financial services ( FS ) sector . However , whilst there is an appetite for it , and significant investment allocated to it , the FS sector in particular is still struggling to harness the potential of this vogue approach . This is particularly true of the B2B organisations within the sector .

Digital transformation is actually relatively easy to instil into a business ’ culture , but far too many organisations – particularly within FS , are over-complicating it .

The key to success is taking a step back and getting to grips with exactly what digital transformation looks like for your business .

At the core should be the customer – and their experience of your business . Indeed , almost every B2B business looking to implement a digital transformation strategy is looking to create a better customer experience that either moves customers through the sales process faster and / or builds the relationship between the brand and its customers .

B2B organisations understand this . Indeed , Forrester ’ s 2015 report revealed that “ improving the experience of our customers ” was the number one priority across the board for B2B marketers , closely followed by growing revenues and reducing costs . The challenge seems to be implementing the processes that will drive these changes . This is unsurprising given the significantly longer sales cycles within B2B . The pace of change within organisations typically matches the sales cycle , meaning it takes longer for B2B organisations to implement transformational change . Therefore there is a clear need to act now to get the process of change started .

For me , the best option for any FS organisation is , quite simply , to put digital at the heart

16 April 2016