Rahim Gulamali in Digital Transformation, Transformational Leadership, Directors and Executives Group Digital & Business Transformation Lead • Altares - D&B Nov 8, 2019 · 2 min read · +900

Data Driven Transformation (3 minute read)


Data Driven Transformation (3 minute read)

Change nowadays, are implemented at the speed of light. Market conditions evolve with the change of generation, digital channels as well as technology. Data is the fuel which drives success or failure. It does not matter if you are a start-up, or an established company. Without data and the right analytics, failure is inevitable.

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As with any transformation, it’s important that whatever you change benefits your customer. Customers are looking for personalised user experience. This user experience should be your first priority. Customer attraction followed by customer advocacy will help your business grow. If the program does not deliver better user experience, the return will be disappointing. Start building outside-in insights by gathering data. Implement some simple tools you which do not cost much and you’re set to go. For instance use:

  • Customer Service Surveys
  • 3-6 and 9-month touchpoints (Subscription business)
  • Usage monitoring
  • Key customer board
  • Churn analysis
  • Segmentation analysis
  • Visit reports
  • Qualitative and quantitative assessments

My point? We often look at the best practices of other companies and then convert those best practices in an attempt to mimic their success. Their success is not yours. Do not get me wrong. We can learn from others. No need to reinvent the wheel, but you have to adapt it to fit your car.

In a lot of cases, we look at singularities. A lost deal. A bad review. A competitor launching a new function. However, what works for that specific case, may not work for you. Build the correct feedback structure to gain insight into the improvement areas for your business. Too expensive? What if I tell you, it doesn’t have to cost a lot to start building the data insights you need. Got your attention? Good…

Data fuels effective transformation

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With any program, it’s important that the results are tangible. Even when we focus on intangible results like feeling. Measuring progress in any program by building the right data insights fuels success. Often in transformations when asked: What does success mean? You hear personal statements, blurry results and unclear focus. Business cases or ROI studies are written to get a program approved. Based on individual cases and with a lack of a clear global view. We lost X customer because of the lack of X. Focussing on individual cases instead of trends. Taking a Six Sigma approach to understanding singularities in Data supports a more effective set up of your program deliverables. Based on trends and impact on the bigger picture.

Apply the DMAIC approach to ensure you focus on continuous improvement:

  • Define Phase
  • Measure Phase
  • Analyse Phase
  • Improve Phase
  • Control Phase

The DMAIC model is used in Six Sigma to define a process of continuous improvement. It uses and analyses data to measure the success of a program and adjust the approach accordingly to new data points. An idea is a good start, but at the end of the day, improvement should be the result.

Eliminate emotion

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Using the correct analytics enables you to measure the effect of the transformation more easily. The KPI’s defined for the program deliverables, the processes and departments linked to the transformation. The end to end design and alignment across teams. They gather trust to carry the transformation organisation-wide. Knowing there always is a bit of tension between departments as objectives differ, this is the best approach. Emotions play a huge part in the perception of what needs to be done. Data analytics allows you to take emotion out of the equation, and align the objectives of acoss departments. Don’t get me wrong. Selling and buying remain emotional choices. But within the emotional action, a wealth of data available to identify the trend and key area’s for improvement could make the difference.

Test and learn

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The competence to continuously analyse, gather feedback and adapt models enables a culture of continuous improvement. You can test and learn. Adapt and improve. An idea is great. But it does not mean that the idea will materialise. I heard some great idea’s which in the end were not viable or successful. Implementing the specific concept took too long, losing the agility to adapt when needed. With the right models in place you test and learn, adjust the objective and deliver success (or stop the project on time, at low cost when necessary).

We at D-N-A make your transformation tangible!

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We support you with purposeful transformation. Making results tangible and helping you implement an agile approach. We train and support your teams by showing them new ways to measure and succeed. The objective is not just to transform. It’s to achieve real results which ultimately benefit your customers.

Do you have an interesting case? Let us know. We are happy to support you in gaining the data insights you need to fuel your program.


About the author:
Diversity in operational and leadership roles in Product Management, Partner Management, Sales Management, Customer Experience Management, Professional Services, Transformation consulting and Program management have enabled me to build bridges between business and IT. Delivering Innovation, adoption, and structure of the new. Identifying, stimulating and leveraging corporate entrepreneurship across businesses to redefine and elevate customer's experiences. More about me you can find on my linked in page  https://www.linkedin.com/in/gulamali/ or visit https://duchainassociates.com/ for more perspectives.