Digitalization

Chance

The Importance of Digital Transformation

Digitalization involves the comprehensive transformation and integration of all business areas within a company – from production to sales, marketing, and customer service. The objective is to automate workflows, optimize the use of data, and enhance departmental collaboration to streamline processes and better address customer needs. By doing so, digitalization makes a critical contribution to achieving sustainable growth, responding quickly and agilely to market changes, and thus maintaining competitiveness while positioning the company for the future.

Morrow supports companies in identifying and fully realizing their unique digitalization potential to enhance customer experiences, thereby driving sustainable growth.

The Stages of Digitalization

Depending on a company’s starting point and objectives, a digitalization strategy comprises various stages tailored to its unique needs.

Successful digitalization simplifies workflows for employees while simultaneously enhancing the customer experience. To establish a solid foundation for a successful digital transformation, it is essential to develop a shared company-wide understanding of the fundamentals, including goals, ambitions, and potential application areas (e.g., process optimization). A common knowledge base promotes efficient and consistent digitalization while increasing employee acceptance and engagement—both critical factors for the sustainable success of digital initiatives. Based on this shared understanding of objectives and ambitions, digitalization potential can be identified and prioritized. Building on this, data management and infrastructure requirements are defined and implemented. These first three stages of digitalization lay the groundwork for leveraging specific technologies such as cloud platforms, artificial intelligence, or autonomous systems.

Application Areas

Digitalization can be applied and utilized across various areas to create added value. These application areas include, among others:

Process Automation

Automating repetitive and time-consuming tasks increases efficiency and reduces errors.

Digitalization of Products / Services

Digital products and services enable quick and agile adjustments to evolving customer needs and drive innovation processes.

Business Intelligence

The collection, analysis, and utilization of company data provide valuable insights into business performance, support informed decision-making, identify trends, and enable accurate forecasting.

Sales and Marketing

The use of digital marketing strategies, such as social media, SEO, or data-driven audience targeting, enables personalized customer engagement and campaigns, thereby increasing the effectiveness of activities.

Customer Experiences

The use of digital platforms and omnichannel approaches enables a seamless customer experience throughout the entire customer lifecycle. Chatbots, personalized communication, and self-service portals are just a few examples of how digitalization can enhance customer satisfaction and strengthen customer loyalty to the company.

Corporate Elements for Digital Transformation

The most promising application areas and forms of digitalization heavily depend on the individual company and industry. However, certain factors must be considered across industries and companies to successfully implement digital transformation. These aspects encompass strategic, cultural, technological, and organizational dimensions:

Clear Digitalization Vision

Development of a clear digitalization vision with concrete goals and their consistent anchoring in the corporate strategy.

Leadership and Top Management Engagement

Support and active role-modeling by management in actively embracing and utilizing digitalization.

Change Management

Fostering a corporate culture that enables innovation and views changes driven by digitalization as opportunities.

Employee Knowledge and Skills

Enhancing employees’ digitalization competencies through targeted training and development programs.

Data Governance

Systematic collection and management of data with clearly defined guidelines for its usage.

Customer Centricity

Aligning all digitalization measures with the needs and expectations of customers.

Agility and Flexibility

Enabling the organization to adapt quickly to changing market conditions.

Monitoring und Reporting

Definition of relevant KPIs for continuous monitoring and adjustment of digitalization measures.

Our approach

The Digital Scorecard

We have developed a digital scorecard to drive digitalization in the company in a targeted and strategic manner. This scorecard serves as a dynamic management tool that is not limited to a rigid model. Instead, it can be flexibly adapted to changing internal and external requirements. The model defines the key dimensions of digitalization and offers companies a structured methodology to record their current level of digitalization. This allows both fields of action and opportunities to be systematically identified, enabling targeted further development in the relevant areas. The digital scorecard thus supports companies in taking their digital transformation to a new level and reacting agilely to changes in the market environment.

Internal Requirements

Internal requirements for digitalization must be systematically and structurally captured to establish a solid foundation for digital transformation. It is crucial to consider the specific characteristics and structures of the company, as well as its available resources and strategic objectives. Every company is unique, meaning internal requirements can vary in nature and scope. Therefore, it is essential to clearly identify and define these requirements at the outset of any digitalization project.

External Requirements

External requirements for a company’s digitalization encompass all factors and conditions that impact the organization from the outside and influence its digital transformation. These requirements are often dynamic and may vary depending on market and competitive conditions, technological advancements, and societal trends. This includes analyzing specific market conditions, identifying competitors, and understanding customer needs, which are increasingly shaped by societal trends. Regulatory requirements, such as data protection laws, also play a crucial role. Each company must individually assess which external factors apply (varying by company and industry) and how they influence its digitalization efforts.

Core Dimensions

The core dimensions of digitalization within a company are derived from internal and external requirements and serve as analytical categories for systematically identifying digitalization potential. The specific characteristics of each dimension allow for an accurate assessment of the current level of digital maturity. The desired target state should not necessarily align with the highest level of digitalization but rather with the company’s strategy and specific needs. This approach enables targeted digitalization in areas that provide the greatest value. A thorough examination of the core dimensions ensures that the digitalization strategy is both ambitious and realistic, as well as implementable. By balancing resources, strategic objectives, and external requirements, this approach facilitates a sustainable digital transformation.

How we help

We support Swiss companies in unlocking their potential through digitalization, driving sustainable growth.

Depending on a company’s starting point, strategic objectives, resources, and dependencies, different areas need to be addressed. The digitalization process can thus be tailored to the company’s unique needs, aiming to unlock the greatest potential and gradually position the organization for the future.

Digitale Transformation

We support our clients from strategy development through change management to implementation, aligning their organizational structures and corporate culture holistically with digitalization. We ensure that the digital transformation is sustainable, seamless, and successful. Our approach combines in-depth strategic knowledge and technical expertise with a practical, hands-on methodology.

Example Case: Repositioning and Relaunch of the Website

Digitalization Strategy

We assist our clients in defining a tailored digitalization strategy. Together, we develop a customized roadmap that outlines the implementation of technical solutions, ensuring the achievement of strategic business objectives.

Example Case: Digitalization Strategy

Digital Business Models

We collaborate with our clients to develop digital business models and support their implementation. This involves defining the strategy for the digital business model and deriving the structural and technical implications. Finally, we translate the action steps into a roadmap and guide our clients through implementation up to the launch.

Example Case: Digital Risk Life Insurance

Digital Products and Services

We support our clients in the development and realization of digital products and services. This includes defining and analyzing the target audience, deriving (technical) requirements, and implementing them together. Throughout the process, we ensure that the product or service aligns with the overarching business objectives.

Example Case: Transforming Existing Services into Digital Offerings

Integration of Artificial Intelligence

We support Swiss companies in unlocking their full potential and enhancing profitability, efficiency, innovation, and customer experience through the use of Artificial Intelligence (AI). To achieve this, we collaborate with our spin-off, eighty-twenty. This valuable partnership allows us to leverage deep expertise in AI transformations and ensure the implementation of tailored solutions.

Example Case: AVA – The New (AI) Employee