I recently wrote an article for Forbes on Best Western Hotels and Resorts’ digital transformation efforts. For this article I interviewed its Chief Digital Officer Greg Adams and Chief Marketing Officer Dorothy Dowling.
There were two sides to this digital transformation story. The most visible: its customer-facing efforts, including virtual reality as part of an overhaul of its web presence. But behind the scenes, its digital transformation was even more significant.
This two-sided digital effort is a common pattern: flashy tech in the hands of customers, while dull, old back-office IT does the grunt work. However, in the case of Best Western, Adams was not about to let his department follow Gartner’s dangerous bimodal advice and let slow IT go slow. Instead, he began transforming the IT shop on his first day.
Read the entire article at http://apmblog.dynatrace.com/2016/08/16/best-western-scrappy-digital-transformation/.
Copyright © Intellyx LLC. Dynatrace is an Intellyx client. At the time of writing, none of the other organizations mentioned in this paper are Intellyx clients. Intellyx retains full editorial control over the content of this article.
