Who Will Do Digital?

Digital is about people and relationships, a collaborative concept that adapts to feedback. In the digital world any person has the potential to be a producer as well as a consumer of content and services. Hence all stakeholder categories must be closely considered and involved in digital transformation.

Stakeholder Engagement And Learning

It is vital that the vast majority of stakeholders are engaged and invested in the success of digital transformation, as all of them will have roles to play and opportunities to add value.  Any one stakeholder or stakeholder group that falls behind can have a detrimental effect on the success for all stakeholders.

Not only will stakeholders likely have to learn new ways of working, but they will also contribute to the learning of others and of the transformation programme as a whole.  If nothing else, each stakeholder will bring unique experience and understanding of his or her own needs and strengths with respect to services.

Roles And Responsibilities

Digital relies on changes in behaviour and, to some extent, power structures. It involves changes to expectations of who will do what and who is responsible for what. This amount of change can be unsettling for stakeholders, leading to digital transformation not fully realising its benefits.

Helping stakeholders through this requires good digital leadership, meaning 'walking the talk' by applying digital principles to enhance existing good practice in leadership and change. A key aim should be to build stakeholder confidence in the 'fairness' of digital transformation.

Good User Experience

Digital transformation succeeds by proving its worth to its stakeholders. Take-up of digital services is encouraged by word-of-mouth recommendation - often online words, mouths and faces are best to demonstrate their owners' buy-in - from trusted peers. Thus creating a good user experience is essential.

The best way of creating good experiences for users and building up their trust is to listen to them. This must include both getting user representatives closely involved in service design, and building user feedback and analysis mechanisms into service delivery.

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