“The main difference between digitalisation and digital transformation is people.”
George Tsougkranis, SVP, business & operational transformation at Marcura
People often confuse digitalisation, automation, and digital transformation. They are actually separate concepts with discrete objectives. Digitalisation is a broad term that refers to the use of digital technology to transform business processes, products, and services. Automation, while it often relies on digitalisation, is the use of technology to streamline processes, increase efficiency, and enhance transparency and reporting capabilities. Digital transformation, on the other hand, is all-encompassing: it doesn’t just optimise processes, but integrates technology in those processes to create new value for customers and transform organisational culture.
The goal of digital transformation
“When we talk about digital transformation we are also talking about changing the mindset of people, the skillset of people, the way that they operate, the way that they do business. We’re talking about an end-to-end transformation in an entire industry, not just the system processes.”
George Tsougkranis, SVP, business & operational transformation at Marcura
According to Gartner, digital transformation involves making existing processes more efficient, unlocking new revenue streams and business models, and avoiding disruption. This is more than merely meeting customer expectations — digital transformation requires companies to completely rethink how they integrate technology, people, and processes. Unlike a single IT project, digital transformation encompasses multiple projects that, taken together, change every aspect of the organisation to become digital-first.
Deploying technology to alter business operations and decision-making is the core of digital transformation. This includes:
- updating or replacing legacy systems;
- shifting customer service to mobile or multiple channels;
- automating processes;
- integrating with third parties; and
- leveraging the Internet of Things (IoT) and data analytics.
Businesses can improve performance and reduce frustration by automating day-to-day workflows and digitising forms for employees and customers. Automation is a key enabler of digital transformation; however, to reap the full benefits of automation, any changes must align with a broader business strategy to deliver world-class customer service, increase efficiency and accuracy, and foster innovation.
How automation fits into digital transformation
“…most of us do not think about automation versus digitalisation…we just start doing whatever delivers value.”
George Tsougkranis, SVP, business & operational transformation at DA-Desk, Marcura.
While automation plays a role in digital transformation, it is not the final goal. Digital transformation aims to create a digital-first business that can survive and thrive in a rapidly changing landscape. To future-proof a business, the business must focus on broader objectives, apply technology to drive innovation, enhance customer experiences, and create new business models. Businesses that choose this path will lead the way, setting rather than following industry trends. A strategic approach aligning technology, people, and processes is essential to create a digital-first business that can evolve to meet changing customers and marketplace demands.
Planning a successful digital transformation
For a maritime business to compete in the modern world, digital transformation is unavoidable. However, businesses must consider and mitigate the risks and challenges that come with any new technology. Training, cybersecurity threats, implementation costs, and technological dependence can cause problems if not properly managed.
To stay competitive in the digital world, The Ocean Technologies Group (OTG) has embraced digitalisation and intelligent process automation (IPA). Through a partnership with SnapLogic, an IPA integration firm, OTG automated its data integration process. Using advanced AI-based technology, data flows between OTG’s platforms, making it easily accessible to all relevant stakeholders.
This automation enables the integration of new functions, such as advanced communication systems. This allows seamless data flow, improves accessibility, efficiency and accuracy, and enhances the customer experience.
Conclusion
In an era of rapid technological change, digital transformation is essential for maritime businesses. It surpasses mere technology adoption and requires a strategic approach that aligns technology, people, and processes. Through digital transformation, maritime businesses can unlock new opportunities, streamline operations, and stay ahead in an ever-changing industry.
Digital transformation is inevitable; however, to succeed, businesses must address challenges including training, cybersecurity, implementation costs, and technological dependence. By embracing digital transformation, maritime businesses can chart a course toward sustainable growth, innovation, and success in an increasingly digitised world.
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