Intelligent CIO Africa Issue 70 - Page 75

FINAL WORD
The truth is that a solution like this is typical for treating a symptom . The more effective strategy is taking a deeper look at why so many customers want to cancel in the first place . And so , if the business focuses on this and fixes the appropriate steps in the value chain , it makes space for innovative solutions , and this is when digital transformation occurs .
Unfortunately , many businesses are in constant firefighting mode , reacting to crises when and where they happen by following the noise and then throwing resources at the problem . This is akin to sticking a band aid on a wound that is symptomatic of a deeper , serious issue .
Instead , businesses need to understand their problems , develop an understanding of their processes and the context within which these processes operate , determine the root cause of the problem , and finally , fix the process issues and implement a solution that will enable the target state .
Developing an understanding of processes
But how does a business develop a real understanding of its processes ? It starts with stepping back and understanding how you deliver value . You need to take an end-to-end view of the business to develop an understanding of the value chain to understand how value flows through each step to the end-user or customer .
Many businesses are in constant firefighting mode , reacting to crises when and where they happen by following the noise and then throwing resources at the problem .
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