How can Digital Leadership guide the Customer Journey? An Exploratory Study.

If organizations start to digitize, they must engage with a digital transformation. Therefore, an organization should have the right competencies to deal with a digital transformation. However, currently, it is not known which digital leadership competencies are needed to guide an organization with improving its customer journey as a digital transformation. Hence, this paper consists of an explorative study based on interviews with five experts to find out how digital leadership can guide the customer journey. The experts are employees within five different organizations. The interviews showed some interesting results. First of all, several competencies of digital leadership were mentioned by various experts. A lot of these competencies corresponded with each other. In the interviews, the following competencies of digital leadership were mentioned the most: Collaboration, Self-direction, Lifelong learning and Flexibility. Secondly, it seems that digital leadership influences the customer journey. Some of the competencies of digital leadership could be used to guide the customer journey. From the interviews with the experts, it appears that the digital leadership competence Information management plays an important role in enhancing the customer journey. [ABSTRACT FROM AUTHOR]