Towards a successful digital transformation

In a recent publication on the digital revolution of the container industry, Boston Consulting Group argues that figitalization is imperative for carriers to enhance relationships with customers, reduce costs and pursue new revenue streams beyond traditional shipping services. But in order to be successful, a digital transformation agenda must be comprehensive, ranging from the strategic vision to the fundamental enablers.

To begin with, BCG suggests that defining a clear vision for the carrier’s digital identity is important for generating commitment to an organization-wide approach. However, to define a vision, the company should firstly identify how these digital technologies would address its business needs, from the initial shipping request through final delivery and repositioning of the empty container.

Further, companies should ‘scan’ the business environment for digital inspiration by monitoring digital trends along the entire transport value chain, while emphasizing on how other innovative companies have successfully adopted digital technologies.

Then, in order to set up a timeline for digital development, a carrier needs to assess its readiness to adopt digital.

However, adopting digital is a major challenge of a digital transformation, as the carriers need to address planning, operations, commercial activities, and support functions.

Introducing digital technologies into conventional working procedures is a complex undertaking that requires a bold, yet realistic, approach to change management. A carrier’s management should both consider how fast the organization can adapt and determine how to ensure that its adoption of digital is sustained.