A featured contribution from Leadership Perspectives, a curated forum for enterprise technology leaders, nominated by our subscribers and vetted by the CIOApplications Editorial Board.

Melissa & Doug

Delivering Effective Digital Transformations

As a CIO at Melissa and Doug, Mike Macrie oversees the technology across the corporation, both in the digital as well as back office areas. Previously, he worked at Subway and Land O'Lakes as a CIO, where he utilized a technology turnaround strategy to modernize and upgrade their entire digital footprint.

In light of your experience, how has the industry evolved at large when it comes to adopting digital transformation?

Before the digital transformation, there was just transformation that allowed every organization to succeed by utilizing the most cutting-edge technologies in the market. It has pushed a lot of the investment and the attention of businesses towards digital channels, along with the new needs of the customer to improve their mobile experiences. But what I see occurring now is a return to that holistic view of the customer experience which means combining both the front- and back-end technology to produce the most powerful customer experience. Therefore, I believe businesses have now realized the changes they must make to their business models and to some of their products to create those engaging digital transformations and digital experiences.

What are the challenges that the industry face during digital transformation, and how they should address them?

People are consistently the biggest challenge. It doesn't matter if it's a company or the IT department's readiness to adopt new technology; they are scared to invest in technology or a new channel that can have murky or unsure forecasts since it's so new.

As a leader, I believe it is important that CIOs, CTOs, and Chief Digital Officers collaborate with their peer groups to support the company's alignment around a vision and a plan, as well as make wise investments where they have the potential to significantly advance their business.

What are the strategies that you implement within your team or any project initiatives to provide a successful client experience?

First, develop a strategy and action plans that are utterly aligned with your business and peer's goals. You must invest a lot of time in learning about their day-to-day challenges, requirements, and priorities to achieve a better business outcome. After that, I'd work with my team internally to discuss the obstacles keeping us from fulfilling all of the demands and requirements that the business requires in order to succeed. We aim to operate under the principle that there are no restrictions other than financial ones. Thus, we always focus on ways to collaborate with modern technology and outside parties to make sure that if they agree to fund these initiatives, we can do things in a timely manner. It has been a successful strategy for me to first align around what the corporate priorities are and then second execute those plans to the advantage of the firm. It’s just the breaking of barriers that opens new doors, that opens new means of working.

We aim to operate under the principle that there are no restrictions other than financial ones


How do you see the digital transformation space evolving in the coming years?

I believe artificial intelligence has reached its lowest point of disillusionment. The combination of AI with a robotic automation approach will significantly improve and automate certain decisions, processes, and responsibilities in the digital transformation space. Therefore, these are the technologies that will have the largest influence over the upcoming years, and the businesses that adopt and embrace those capabilities will differentiate themselves from their rivals. These kinds of technology and investments are more enticing than ever, even when you consider the labor issues that we're all facing in the market.

Do you want to impart any piece of advice to your peers or upcoming professional?

I think the CIO and CTO's responsibility should always be challenging. More importantly, educate others on the latest technologies out there in the market to improve their daily lives, careers, and functions. Be exceptional at what it does, and stay ahead of the competition. Additionally, I believe that being an instructor within your organization plays an important role in its success

The articles from these contributors are based on their personal expertise and viewpoints, and do not necessarily reflect the opinions of their employers or affiliated organizations.