Which management for digital transformation?

More than ever, digital transformation is vital if a company is to adapt to evolution and consumer habits and needs. To be successful, any digital transition must be managed with rigour, attention to detail and agility. Digital transformation thus requires the implementation of an adapted management style.  

What are the challenges of digital transformation for a manager?

Whether it be a website redesign, the digitalisation of points of sale or the implementation of an omnichannel strategy, digital transformation is nowadays essential to maintain competitive advantage, improve business performance and facilitate internal team communication. Faced with these strategic challenges, the manager plays a central role in the smooth running of this change process. However, it is not uncommon for a digitalisation project to generate a certain amount of resistance to change on the part of employees, especially among those who are not digital natives or not used to using digital tools in their daily work. However, the commitment and support of teams are essential to any large-scale project. The manager's mission is to support employees in this transition, by mobilising them around a clear and strong common vision. He or she must therefore establish a true "digital culture" and gradually familiarise teams with the new connected tools and practices that have been put in place.  

Which management style should be adopted for a successful digital transformation?

There are many different management styles, and it is up to each manager to adopt the type of leadership that best suits the company's culture, the personality of its teams and the context. However, in the case of change management such as digital transformation, certain management styles can be particularly effective. Indeed, participative or collaborative management are the best suited to accompany teams throughout such a change. The manager must compassionately and empathetically listen to their team’s fears and concerns. They must also succeed in soliciting collective intelligence, and encourage a sense of innovation and initiative among employees. Above all, this requires a clear and reassuring discourse, enabling all team members to understand the importance of the digitalisation project, the stakes and objectives involved, and the benefits for the company, its employees and its customers. The manager will have to develop employee web skills, either using external instructors or during internal training sessions. Training will ensure the proper handling and understanding of the digital tools, digital solutions and technologies used (CRM tools, intranet platforms, project management tools, Big Data, information systems, agile method, cloud computing, automation tools, etc.). When piloting a digital strategy, it is also vital to establish close communication between employees, the project manager and the manager, and between the various departments in a company. Indeed, communication in silos and the pyramid model are far from suitable for a digital revolution. The marketing department and the sales department, for example, must work in tandem to enable the implementation of new digital strategies (inbound marketing, marketing automation, etc.) to boost sales performance. Lastly, team cohesion, mutual aid and the exchange of know-how are other fundamental elements to operate a digital transformation. Each step of the digital transformation must be shared with teams, in order to familiarise them with importance of digital and make them responsible for the digital challenges.  

The interim manager, an ally in the digital transformation

To successfully carry out a digital transformation, it can be highly strategic to call on the expertise of an external consultant such as an interim manager. This expert, operational as soon as they arrive in the company, will support you at each and every step of your transformation, whatever the objective: improving online visibility, digitalising processes, developing lead acquisition strategies, creating a new digital identity, strengthening company competitiveness, developing an e-commerce offer, etc. At WAYDEN, our network of 8,000 seasoned executives and managers (CFO, HRD, Sales Director, CFO, etc.) includes numerous digital and information systems experts with solid managerial skills. Given their know-how, interpersonal skills and many years of experience in leading digital projects, these experts in organisational management can help companies to manage teams and implement a strategic, effective transformation with tangible results.