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New tools promising to streamline processes and reshape customer experiences launch every single day. Yet even as the digital transformation matures, many companies still struggle to connect systems, processes, and people in a way that actually delivers on that promise. 

Why? Because it’s not enough to simply invest in the right software. Companies have to rethink how work gets done and build actionable operating models, clear priorities, and smarter ways of working that turn tools into real outcomes.

Arnaud Desprez, CEO and founder of HexaGroup, recently hosted Nomah Zia on our Hex-Files podcast to discuss how B2B and B2C companies can build cohesive digital ecosystems, design high-performing teams, and deliver better customer experiences.

Nomah Zia is a Fractional Digital Experience and Technology Consultant at Shaw Industries, where she helps companies unlock their full digital transformation potential by aligning systems, structure, and strategy. 

Keep reading for Nomah’s practical tips on how speed, disciplined execution, and smart use of AI turn ideas into lasting results. (And check out the full podcast episode here.) 

“Companies confuse having tools with being digital.”

Many organizations launch a new CRM, stand up a CMS, and roll out collaboration platforms, but never define the operating model, governance, and measurement that make those tools actually move the needle.

A strong digital transformation strategy starts with defining intended results, not blindly investing in platforms. The core question isn’t, “What tools do we use?” but “How do our tools support the outcomes we want every single day?” Companies should ask themselves: 

  • How should customers feel when they interact with us?
  • How do our teams collaborate to deliver that experience?
  • Which metrics prove we’re making progress?

Without clear answers and cross-functional alignment, initiatives stall, budgets swell, timelines expand, and employees lose the common thread of why the work really matters. 

“This isn’t a tech problem. It’s an ecosystem problem.” 

A winning digital transformation strategy merges strategy, systems, and structure.

Step one is alignment. Every team should understand the customer journey and how their role supports it. When marketing, IT, product, and operations all have different goals or KPIs, even the most cutting-edge tools can’t compensate for that kind of disconnect. 

Technology only creates value when it’s intentionally wired into that ecosystem. CRMs, CMSs, automation platforms, and analytics tools should exist to:

  • Surface the right insights
  • Enable the right actions
  • Support a shared view of the customer

If platforms are just capturing data with no clear path to action, they’re underused and your ecosystem is fragmented. Requests bounce around, approvals drag, and projects slow down. 

But when the ecosystem is properly defined and cohesive, data turns into results faster. 

“A great customer experience is invisible.”

The most effective digital journeys give customers exactly what they need, when they need it. 

Nomah frames this through the “three Cs”: 

  • Content delivers value.
  • Context makes that value relevant.
  • Conversions show it worked.

Many organizations fall short because they treat these three as if they live in separate worlds. 

Beyond dashboards and reports, teams need to listen to the customers’ voice through interviews, feedback loops, and real behavior patterns. When you understand what people are actually trying to do, it becomes much easier to design experiences that earn trust and loyalty.

When customers feel seen and supported, they don’t just convert; they come back, and they bring others with them.

“Design digital teams that revolve around outcomes, not organizational charts.”

The best leaders design teams by asking: What results do we need to drive? Then they structure roles, responsibilities, and skills around the answer. 

Rather than hiring solely for rigid job descriptions, look for adaptability, curiosity, and a problem-solving mindset. Skills can be taught, but agility is difficult to manufacture.

The rise of AI has made continuous learning non-negotiable. Teams that treat experimentation as part of the job (rather than a side project) stay ahead of both competitors and customer expectations.

The sweet spot is balancing innovation with control: fast movement without chaos, and creativity without losing sight of the core strategy.

“The future of digital belongs to teams that move fast and stay aligned.”

The organizations that win aren’t the ones with the best ideas. They’re the ones who quickly turn ideas into live, testable experiences, then refine them based on data. 

A digital transformation strategy that takes months from concept to pilot risks missing the market entirely. 

Sometimes, the right move is to bring in external partners or agencies who live and breathe execution. This can help: 

  • Inject proven frameworks and best practices
  • Challenge slow internal processes
  • Keep momentum high when internal teams get bogged down

The key is to match the right model (internal, external, or hybrid) to your team's maturity and the complexity of the work.

In the AI era, speed also means smart experimentation. Leaders don’t need to bet everything on one big AI initiative. Instead, they should:

  • Start small with targeted pilots
  • Learn what works (and what doesn’t)
  • Scale only the use cases that prove real value

AI is not the digital transformation strategy; it’s an accelerator. Its real power shows up when it sits on top of clear goals, strong governance, and aligned teams.

Explore more tips for a successful digital transformation strategy

Catch the full conversation with Nomah Zia on The HEX-Files, HexaGroup’s energy marketing podcast for leaders who want their growth strategy to work in the real world.

Listen Now:

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