Digital Transformation - A Lot of Noise About Very Concrete Challenges

Digitalisation affects every area of life and is changing people's communication habits and usage behaviour. As connectivity increases, so do expectations and requirements for digital communication. Users expect not only high-quality content and creative design, but also service with genuine added value and accessibility across all devices.

Companies now also face these high expectations. They are confronted with the challenge of not losing touch with connected customers. And more and more companies seem to be rising to this challenge: they are using their online presence as their primary communication platform and expanding it as their leading service or sales channel. They are responding to the growing number of touchpoints and investing in digital projects.

On top of that, digital orientation sets new internal developments in motion: a structural, personnel and cultural reorganisation is taking place that brings internal and external needs into alignment. Not only editorial, sales and marketing departments but all areas of a company are actively working on the company's new identity.

As one of the world's leading manufacturers of construction machinery and domestic appliances, the Liebherr Group recognised the need to pursue strategic digitalisation. Through the step-by-step implementation of a continuous relaunch, an international umbrella brand portal was developed with a central CMS (FirstSpirit) and integrated division pages. This makes the brand, products and values consistently experienceable worldwide. By technically connecting a new, central PIM database, all product information was seamlessly integrated into the website.

IT systems are continuously developed and new technologies deployed. Content management systems (CMS) are becoming central instruments through which content and products can be managed across a wide range of channels. At the same time, existing systems and databases, such as product information systems, are being connected to CMS platforms. The approach to creating content is also changing as a result of digital transformation: content is tailored equally to the company and to customer needs.

All these changes are based on a clearly defined corporate strategy. After all, digital transformation follows strategic goals that ultimately lead to a transformation of all business processes. Liebherr, a company steeped in tradition, has developed just such an effective strategy.

At the same time, targeted content marketing and innovative storytelling enable a target-group-specific approach to new and existing customers and optimise search engine relevance. The connection to a central CRM database enables targeted contact and long-term customer retention. With the new website, Liebherr has even managed to exceed user expectations.

Liebherr's success clearly shows that an effective strategy leads to successful customer retention and acquisition. Companies must ultimately hold their own in the newly opened competition and build a stable position in the digital market. Successful transformation is hard work and an ongoing process that must be given constant, top-level attention. The digital company of tomorrow builds on its strengths and continually creates new ones. It adapts to the fast pace of the digital age and sees digital transformation as an opportunity to create an innovative corporate culture and tap into new sales markets.