{"id":23432,"date":"2018-06-28T15:41:56","date_gmt":"2018-06-28T14:41:56","guid":{"rendered":"https:\/\/digileaders.com\/?p=23432"},"modified":"2019-01-17T09:46:49","modified_gmt":"2019-01-17T09:46:49","slug":"digital-complementing-change-or-change-itself","status":"publish","type":"post","link":"https:\/\/digileaders.com\/digital-complementing-change-or-change-itself\/","title":{"rendered":"Digital: complementing change, or change itself?"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Is there a fixed definition of the word \u2018digital\u2019? When we think of digital, we usually do so with the general assumption that it means a set of technologies which change things: industries, products, people, services and marketplaces. But is it more than that? Could it be that inherent in digital is not just things that create change but actually change itself?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">As the old saying goes, change is inevitable, except from a vending machine. In current use, though, digital might be synonymous with the technology-enabled aspect of change, but that is still change nonetheless. Indeed, it could also be described as going beyond technological-related processes and as including the social and behavioural changes that either caused or result from that innovation. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">For some, digital might mean an entirely new way of doing business whilst others might say that it is even more than that, it is a frame of mind.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Does the definition even matter? Our view is that yes, it does, because in a commercial context it is important to define what digital means. Sharing a common definition of what we mean by digital enables all stakeholders to share the same vision and contribute to what both a business and the collective individuals within it are trying to achieve, even if there isn\u2019t a \u2018one size fits all\u2019 definition. You know what they say about what failing to plan means\u2026<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Making the commitment to \u2018digital\u2019 invariably comes with a business goal, whether that\u2019s increased efficiency, productivity and profit, cost reduction, greater product relevance, the creation of a brand or better customer service and retention. But it also must be part of a wider business strategy. Searching for a digital solution to a commercial problem is our first choice. It\u2019s not always the easiest choice, but we\u2019re up for the challenge. <span class=\"Apple-converted-space\">\u00a0 <\/span>It\u2019s been in our mission statement from the word go. If digital is a frame of mind then maybe we can describe it as embracing the potential <\/span><span class=\"s2\">for<\/span><span class=\"s1\"> change just as much as the potential <\/span><span class=\"s2\">of<\/span><span class=\"s1\"> change. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In our own business, digital is all around which means that change is all around \u2013 indeed we might also say that change is all around which means that digital is all around. For providers to the pensions marketplace, there are many challenges to meet. People are living longer and many of them won\u2019t have a large enough pension fund to fund their retirement in the way they hope. Final Salary (\u2018defined benefit\u2019) schemes are no longer the norm. And for the new generation of savers brought into pensions via auto enrolment, adopting a digital approach will make saving more relevant and easier to access. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u2018Millennials\u2019 and those fresh to saving are already plugged into the digital world. As such, they will expect faster access to accurate, data-driven information, lower administrative costs, more agile risk management and the quicker delivery of relevant customer-specific services. Indeed that \u2018relevance\u2019 is often seen as the currency of the digital age.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">For the customer in our industry, digital brings that better experience as well as the potential for lower costs. A seamless, better, personalised and end-to-end experience at all touchpoints of the customer journey comes allied to the opportunity for more choice, more knowledge and ultimately more control of their own destiny in a shifting regulatory and financial landscape. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In turn, the analytics, intelligence and reports then produced from this activity can give the business meaningful \u2018real-time\u2019 snapshots of these customer needs, interactions and behaviour. In a virtuous circle, these can help deliver the best possible experience to customers in the future, as well as delivering powerful business insights to support tomorrow\u2019s development, marketing and sales activity.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">A key aspect of what digital brings to the pension industry is what it brings to many other market sectors across the board: efficiency and scale. Realising both requires a commitment to understanding and evaluating how developments in the marketplace may bring with them threats or opportunity. Delivering both value and growth has become closely attuned to how customers behave and what they expect. Markets don\u2019t stand still. Crucially, though, all of that can effectively be labelled \u2018good business management\u2019, not just under \u2018digital\u2019, further illustrating the similarity of digital and change.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">We have always thought that one of the keys to embracing digital successfully is to understand the fundamental tenet that, just like change, digital is continually evolving and never-ending: it is not a process with a defined end. An integral part of success in any business environment is the commitment to experimentation and planning for future development. In a digital context, that\u2019s probably the first step on the way to creating the next Amazon, the next Uber, the next Google. If the words \u2018change\u2019 and \u2018digital\u2019 really are almost interchangeable, consider the words of Winston Churchill: \u201cTo improve is to change; to be perfect is to change often.\u201d<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/digileaders.com\/insights\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-21547\" src=\"https:\/\/digileaders.com\/wp-content\/uploads\/2018\/01\/Button-colour-green-2.png\" alt=\"More Thought Leadership\" width=\"356\" height=\"74\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is there a fixed definition of the word \u2018digital\u2019? When we think of digital, we usually do so with the general assumption that it means a set of technologies which change things: industries, products, people, services and marketplaces. But is it more than that? Could [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":23448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-23432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-innovation","topic-fintech","topic-transformation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital: complementing change, or change itself? | Digital Leaders<\/title>\n<meta name=\"description\" content=\"Is there a fixed definition of the word \u2018digital\u2019? 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