VIEWPOINT
SELLING DIGITAL TRANSFORMATION GINA MASTANTUONO, CHIEF FINANCIAL OFFICER, SERVICENOW, ON WHY CFOS AND CIOS MUST COLLABORATE ON DIGITAL TRANSFORMATION
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igital transformation should be top of mind for every C-suite executive these days. Why? Because digitising manual processes can drive exponential increases in employee engagement, fierce customer loyalty, better scale, and of course, higher profitability. COVID-19 has only accelerated this trend. Before the pandemic, some companies got a head start on creating new, digital business models— Domino’s move to a technology-first pizza company, for example. Now, with traditional, physical business just barely emerging from shutdowns 36
CXO INSIGHT ME
OCTOBER 2020
in many parts of the world, these companies are leaning into their digital businesses to bounce back. Disney is another great example. They had to close parks and in-person experiences during the pandemic, but grew its Disney+ streaming business to 50 million subscribers as of early April. Done right, digital transformation can deliver great experiences for employees and customers. Lawless Research conducted a global study of 6,000 workers last year that proves this point. In the research, about 80% of employees in highly digitised companies said automation simplified work processes, enhanced efficiency, and boosted productivity. And 72%
of employees from highly automated companies said digital workflows improved customer satisfaction. Work after COVID While no one knows exactly what work will look like after the pandemic, I foresee a hybrid future where most companies will need to support customers and engage employees through both centralised and virtual work. Companies that are further along in their digital transformation will be better equipped to manage these evolving experiences. Digital workflows are the core of any digital transformation model. Let’s be honest, though. Digital transformation
