Higher Education Digital Transformation

Transformación Digital en las Universidades.
Andrés Prado
Universidad de Castilla-La Mancha
andres.prado@uclm.es
Higher Education
Digital Transformation
Andrés Prado

Andrés Prado
Index
DIGITAL TRANSFORMATION NINE BLOCKS FOR DIGITAL
TRANSFORMATION
DIGITAL STRATEGY HIGHER EDUCATION DIGITAL
TRANSFORMATION
FRAMEWORKS

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Digital
Transformation

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Digitization vs. Digitalization
• “Digitization is the process of changing from analog to digital form,
also known as digital enablement. Said another
way, digitization takes an analog process and changes it to a digital
form without any different-in-kind changes to the process itself.”
• “Digitalization is the use of digital technologies to change a business
model and provide new revenue and value-producing opportunities;
it is the process of moving to a digital business.”
(Gartner)

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Digital
Transformation
• Digital transformation can refer to anything
from IT modernization (for example, cloud
computing), to digital optimization, to the
invention of new digital business models. The
term is widely used in public-sector
organizations to refer to modest initiatives
such as putting services online or legacy
modernization. Thus, the term is more like
“digitization” than “digital business
transformation.”
(Gartner)

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Digital Transformation.
Multifaceted Phenomenon
• Digital transformation is multifaceted phenomenon with different
implications for different companies:
• Is about adopting new technologies
• Is about using social media to engage with users
• Is about a completely new way of doing Business
(Tekic, 2019)

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Digital Transformation.
• “Digital transformation is the use of technology to radically improve
performance or reach of enterprises.”
• “Executives are digitally transforming three key areas of their
enterprises: customer experience, operational processes and
business models. And each of these three pillars has three different
elements that are changing. These nine elements form a set of
building blocks for digital transformation”
(MIT, CapGemini 2011)

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Building Blocks
for Digital
Transformation
MIT Framework

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Transforming 3 Key Areas
Customer Experience
Operational Process
Business Models

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Digital
Transformation
“Building blocks
for Digital
Transformation
”
(MIT, CapGemini 2011)

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“Building blocks for Digital Transformation”
• Analytics-based segmentation
• Socially-informed knowledge
Customer Understandig
• Digitally-enhanced selling
• Predictive marketing
• Streamlined customer processes
Top Line Growth
• Customer service
• Cross-channel coherence
• Self service
Customer touch points
•Performance improvement
•New features
Process Digitalization
•Working anywhere anytime
•Broader and faster communication
•Community knowledge sharing
Worker Enablement
•Operational transparency
•Data-driven decision-making
Performance Management
•Product/service augmentation
•Transitioning physical to digital
•Digital wrappers
Digtal-modified Business
•Digital products
•Reshaping organizational
boundaries
New Digital Business
•Enterprise Integration
•Redistribution decision authority
•Shared digital services
Digital Globalization
Customer Experience Operational Process Business Model

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Customer
Experience
Customer Understanding

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Customer
Experience
Customer
Journey
Mapping

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Customer
Journey
Alumni
Fuente https://kmegkelly.com/applicationtracking

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Customer and
Engagement
Co-creators
Promoters
Supporters
Transactors

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Net
Promoter
Score

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Reputation and quality of experience are the top predictors of an alumnus becoming a promoter.
Hanover Research, 2022

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https://www.mckinsey.com/business-functions/organization/our-insights/the-people-power-of-transformations

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Transforming
Business
Model

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What is a Business Model?
“A business model articulates the logic and provides data and other
evidence that demonstrates how a business creates and delivers value
to customers. It also outlines the architecture of revenues, costs and
profits associated with the business enterprise delivering that value.”
Teece, David J. (2010)

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https://bstrategyhub.com/50-types-of-business-models-the-best-examples-of-companies-using-it/

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https://www.research.hsbc.com/C/1/1/320/JqtlBzN

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A Digital
Transformation
Framework

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Envision the
digital
future
Invest in digital
skills and initiatives
Lead the
change from
the top

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Envision the digital future
Identify and diagnose strategic assets
Sales Force
Products
Content
Partnership
network
Customer
knowledge
Point of Sales
and Distribution
channel
Product
Innovation
Brand Culture

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2021. The new elements of Digital Transformation
Digital Capabilities
https://sloanreview.mit.edu/article/the-new-elements-of-digital-transformation/
20
21

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Digital
Strategy

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Envision the digital future
Create a transformative vision
• “Successful digital transformation comes from envisioning new ways
that digital technology improves performance and customer
satisfaction, not just trying to find a use for the new technologies”

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From align IT
and
Business…

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…Towards
a Digital
Strategy
Digital Strategy

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Higher
Education
Digital
Transformation

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Holon IQ.
Higher
Education
Digital
Capability
Framework
https://www.digitalcapability.org/

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https://www.digitalcapability.org/

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JSIC (UK)
Framework for
Digital
Transformation
in HE

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UE. JRC.
DigCompOrg

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Crue-TIC
TIC360

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Crue-TIC
TIC360
https://tic.crue.org/wp-content/uploads/2016/03/transformacion-digital-univ.pdf

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Crue-TIC
Spanish Higher
Education
Capability Map
https://publications.opengroup.org/y220

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Crue-TIC
Spanish Higher
Education
Capability Map

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Bibliografía
• Tekic, Z.; Koroteev, D. “From disruptive digital to proudly analog: A holistic tipology of digital transformation strategies”. Business Horizons, 2019.
https://doi.org/10.1016/j.bushor.2019.07.002
• Westermann, G.; Calméjane, C.; Bonnet, D.; Ferraris, P.; McAfee, A. “Digital transformation: a roadmap for billion-dollar organizations”. MIT Center for
Digital Business and Capgemini Consulting, 2011.
https://www.capgemini.com/resources/digital-transformation-a-roadmap-for-billiondollar-organizations/
• Westermann, G.; Bonnet, D.; McAfee, A. “The Nine Elements of Digital Transformation”. MIT Sloan, 2014.
https://sloanreview.mit.edu/article/the-nine-elements-of-digital-transformation/
• Bonnet, D.; Westermann, G.; “The new elements of digital transformation”. MIT Sloan Management Review, 2021.
https://www.capgemini.com/resources/digital-transformation-a-roadmap-for-billiondollar-organizations/
• Simons, R. “Choosing the right customer”. Harvard Business Review, 2014.
https://hbr.org/2014/03/choosing-the-right-customer
• Reichheld, F. “The one number you need to grow”. Harvard Business Review, 2003.
https://hbr.org/2003/12/the-one-number-you-need-to-grow
• Ghosh, A. “NPS: The Most Important Metric Your Higher Education Competitors Aren’t Using. Hanover Research, 2022.
https://www.hanoverresearch.com/insights-blog/metric-your-higher-education-competitors-arent-using
• Kampylis, P., Punie, Y. and Devine, J., “Promoting Effective Digital-Age Learning: A European Framework for Digitally-Competent Educational
Organisations”. UE JRC, 2015.
https://publications.jrc.ec.europa.eu/repository/handle/JRC98209
• Ariño Ll. A., González J.C,; “Spanish Higher Education Enterprise Architecture Initiative and Capability Map”. The Open Group, 2022
https://publications.opengroup.org/y220

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