IT 帮翻译工作组
捷创成2023年书虫会《数字化设计》
-- 捷创成2023年书虫会《数字化设计》 讲师：周金根 https://bangbok.cn/km/jcc-shops --
两种业务转型
These are exciting times for businesses, albeit stressful.
对企业来说，这是一个激动人心的时刻，尽管压力很大。
And the reason they're so exciting is because we are being bombarded with new technologies,
它们之所以如此令人兴奋，是因为我们正在被新技术轰炸
social, mobile, analytics, cloud, Internet of Things.
社交、移动、分析、云、物联网
I call these SMACIT
我称这些为 SMACIT
because it feels like we're being smacked around by the constant changes.
因为感觉就像我们被不断的变化打得四处乱窜
And those are the old technologies.
这些都是旧技术
Now we have artificial intelligence, biometrics, blockchain - they just keep coming.
现在我们有了人工智能、生物识别技术、区块链 - 它们不断涌现
And the reason we feel so smacked around
我们之所以感到如此沮丧
is because these new technologies are pretty much forcing two simultaneous,
是因为这些新技术几乎迫使两个同时进行
and very difficult, business transformations.
且非常困难的业务转型
I refer to these two transformations as becoming digitized and becoming digital.
我将这两种转型称为 digitized 和 digital
Let me explain.
让我解释
Digitization has been going on for about 20 years now.
Digitization 已经进行了大约 20 年
We've been putting in ERPs, CRMs, banking engines.
我们一直在使用 ERP、CRM、银行引擎
We've been trying to discipline our processes and even automate everything that can be automated.
我们一直在努力规范我们的流程，甚至自动化所有可以自动化的东西
This is about operational excellence.
这是关于卓越运营
It's about taking out cost, reducing risk, increasing predictability.
这是关于降低成本、降低风险、提高可预测性
But this means we have to take our transaction processes and our back office processes
但这意味着我们必须采用我们的交易流程和后台流程
and we have to discipline them.
并且我们必须对其进行约束
It's proven to be very hard.
事实证明这是非常困难的
And despite the fact we've been talking about it for over 20 years,
尽管我们已经讨论了 20 多年
our research shows that only about 14% of big, established companies have actually succeeded in digitizing.
但我们的研究表明，只有大约 14% 的成熟大公司真正成功地实现了 digitizing
Now the problem is, that's not even enough.
现在的问题是，这还不够
On top of that, we have to go digital.
最重要的是，我们必须走向 digital
And going digital means understanding the new customer value propositions that digital technologies make possible.
走向 digital 意味着了解数字技术使之成为可能的新客户价值主张
Uber is probably the easiest example to cite.
优步可能是最容易举出的例子
This is a company that understood that we all had gotten used to hiring rides.
这是一家公司，它知道我们都已经习惯了打车
We did this with taxis.
我们用出租车做到了这一点
But new technologies were making it possible to wrap that experience in a lot of information,
但是新技术使得将这种体验包含在大量信息中成为可能
so it wasn't just about hiring a ride,
所以这不仅仅是关于打车
it was about knowing when we would get there,
而是关于知道我们什么时候到达那里
who was going to pick us up,
谁来接我们
how much it would cost,
多少钱成本
about conveniently paying for it.
关于方便地支付它
It was an information-wrapped solution to our transportation needs.
这是满足我们交通需求的信息包装解决方案
And understanding that is at the core of becoming digital,
并理解这是 digital 的核心
捷创成2023年书虫会《数字化设计》
recognizing new customer value propositions.
认识到新的客户价值主张
I would argue that every business needs to understand what new technologies and much more information
我认为，每个企业都需要了解哪些新技术和更多信息
are making possible in terms of their customer value proposition.
正在为他们的客户价值主张提供可能
But even as they do that,
但即使他们这样做
they have to remember to digitize.
他们也必须记住要 digitize
Because they want to present an experience to customers that is omnichannel, seamless, delightful, customized.
因为他们想向客户呈现一种全渠道、无缝、愉悦、定制的体验
And that means two simultaneous business transformations.
这意味着两个同时进行的业务转型
To do that, strategy as always remains important.
为此，战略始终很重要
But just be clear that to succeed,
但要明确的是，要取得成功
you'll also have to design your company to simultaneously transform to be digitized and digital.
您还必须将您的公司设计为同时转型为 digitized 和 digital
That is why my colleagues, Cynthia Beath, Martin Mocker, and I have written a book called
这就是为什么我的同事 Cynthia Beath、Martin Mocker 和我写了一本书
"Designed For Digital: How to Architect Your Business For Sustained Success."
名为《数字化设计 - 如何构建持续成功的企业》
This book is published by MIT Press and I hope you'll check it out.
这本书由麻省理工学院出版社出版，我希望你能看看
捷创成2023年书虫会《数字化设计》