HX: Human experience for sustainable digital transformation.

Digital transformation: a human opportunity above all else

Digital transformation represents a tremendous opportunity to optimize a company's business and profitability, or sometimes a necessity to remain competitive in the market. However, this transition is above all a human one, much more than a simple technological, logistical, or structural evolution.

Integrating the human factor: the key to success

The success of this transformation depends on the company's ability to include the human factor in this change. This is a two-level transformation:

• Internal (Employee or Ex-Employee Experience) : All employees are affected, starting with managers. It would be wrong to think that only digital teams are involved.

• External (Customer Experience or CX) : The customer is at the center of strategic decisions. The company must align with their expectations and develop a user-centric vision, rather than focusing solely on its products or services.

HX=EX+CX(UX)

EX: A digital transformation driven by employees

Digital transformation impacts all areas of the company (marketing, legal, finance, production, etc.) and requires strong buy-in from the management team. A clear, shared vision must be communicated to all employees to:

1. Ensure buy-in : Transparent communication about the issues, impacts and roles of each person encourages engagement and limits natural resistance to change.

2. Prepare teams : By planning suitable training plans, each employee can understand the changes in their job.

3. Boost collaboration : Collaborative tools (Slack, Teams, Jira, etc.) and Agile management methods can improve working conditions, productivity, and responsiveness to market changes. However, it's essential to maintain time for reflection to maintain a balance between productivity and creativity.

A practical example: organizing informal exchanges, such as "Kitchen Meetings," where employees can ask questions or make suggestions in a relaxed setting. This type of initiative promotes transparency and strengthens the sense of belonging.

CX: A customer-centric transformation

In the digital world, the customer is at the center of everything. Digital tools allow us to better understand consumer expectations and adapt products or services accordingly. Data collected during customer interactions (first-party data) becomes a valuable resource for:

• Optimize user experience : By analyzing customer needs, companies can offer more relevant products and improve their marketing campaigns.

• Personalize the offer : By anticipating expectations, it is possible to create a close relationship with the consumer.

An emblematic case: Starbucks, which collects customer suggestions via a dedicated platform and integrates them into its innovations (pre-ordering app, customization options, etc.). This strategy has allowed them to improve customer engagement and create a new source of revenue thanks to their prepaid app.

Conclusion: Investing in people for a successful transformation

Digital transformation offers a unique opportunity for businesses to evolve. But for it to be sustainable, the human factor must remain at the heart of this transition.

By valuing their employees and listening to their customers, companies can build relationships of trust, retain their talent, and convert their customers into brand ambassadors. This will enable them to embrace a sustainable development model where innovation is based on a shared and inclusive vision.