A Purpose-Driven Digital Transformation Journey
Gwendolyn De Lara Kelley, First Vice President & Head Of Information Technology, Insular Life Assurance
Gwendolyn De Lara Kelley, First Vice President & Head Of Information Technology, Insular Life Assurance
As a First Vice President and Head of Information Technology at Insular Life Assurance Co., Ltd., I lead a team of IT professionals responsible for delivering secure, stable, efficient, scalable and resilient platforms that support the business solutions of the company. With over 20 years of experience in the financial services industry, I have a proven track record of crafting and implementing digital transformation initiatives for various companies in the Philippines and other countries in the Asia Pacific region. My core competencies include digital transformation, IT strategy, business process management, project management, business analysis and process improvement. I hold a CPA, PMP as well as FLMI certification and I have completed the CIO Leadership Program from the Asian Institute of Management in 2022. I am currently participating in the MAP x SGV Next Gen CEO program. I am passionate about innovation, customer experience and business value. I am honored to be recognized as one of the CIO75 SEA region by IDG for my contributions to the IT sector. My mission is to enable Insular Life to not only survive but thrive in the face of disruption, changing market demands, and evolving regulatory complexities.
Understanding Purpose-Driven Digital TransformationIn today’s seemingly volatile, uncertain, complex and unpredictable world, driven by a rapidly evolving digital landscape, more organizations are compelled beyond the goal of achieving financial success. A growing number of companies have imbibed the need to continuously innovate, combined with the pursuit of a deeper purpose. Digital Transformation has always been about making technology work for the success of an enterprise.
However, digital transformation, often misunderstood as merely upgrading technology or creating new gadgets, is fundamentally about aligning technological advancements with the core mission and values of an organization. A purpose-driven digital transformation journey, therefore, means building technology as a strategic imperative to achieve the goals of an entity, transforming the environment it operates in and building a pathway to sustainable success and societal impact.
At its core, purpose-driven digital transformation is about fully embedding an organization’s mission with its digital strategy. This approach ensures that all investments in technology and all work on innovation, contribute directly to the overarching goals of the entity, be it developing inclusive products, expanding market coverage, enhancing customer experience, improving operational efficiency or addressing broader global issues. This means that technology is not merely adopted because everyone else is doing it, but purposefully used to enhance the company’s ability to fulfill its purpose.
The Necessity of PurposeOrganizations with a clear sense of purpose are better positioned to navigate the complexities of digital transformation. Purpose acts as a compass, guiding decision-making and creating a culture of innovation, empathy and resilience. In an era where consumers, employees and stakeholders increasingly value authenticity and social responsibility, a clear purpose aligns every action to what matters for the company.
For instance, insurance companies have an inherent purpose of protecting individuals or entities from financial loss. Their digital transformation efforts, from expanding reach through e-commerce or creating innovative products to simplifying processes for better delivery of services are all aligned to their mission of reducing the impact of economic risks, giving people and businesses a greater chance to prosper.This alignment not only helps to strengthen loyalty but attracts customers and talent who share the same values.
Actions to Pursue a Purpose Driven Digital Transformation Articulate Purpose:It is essential to start with a clearly defined purpose. Leaders should communicate with clarity how digital initiatives align with the organization’s mission and values, thereby inspiring and engaging the workforce. This involves introspection and dialogue across all levels of the company to ensure that the mission is not just mere rhetoric but one that resonates with employees, customers partners and all stakeholders.
Align Culture: :Leadership must embody the entity’s purpose and champion the digital transformation journey. This requires fostering a culture that encourages innovation, agility and a willingness to embrace change. The purpose should be entrenched in the company’s day-to-day operations. When asked to justify a decision, purpose should be the top reason.
Integrate Purpose with Execution:The purpose as the ‘why’ of the digital transformation strategy must be manifest so execution could proceed with certainty. This involves evaluating how new technologies can enhance the organization’s ability to achieve its mission. For instance, if the purpose is to improve healthcare access, investments might focus on telemedicine, data analytics for patient care and use of IoT to aid diagnosis.
Invest Right:Selecting the right technologies aligning with the purpose is important. The possibilities include - adopting Generative AI and machine learning for personalized customer experiences, utilizing cloud computing for reducing IT footprint or implementing robotics solutions for efficient resource management. The key is to ensure that each technological investment clearly supports and connects to the organization’s mission.
Purpose-Driven Digital Transformation Is About Fully Embedding An Organization’s Mission With Its Digital Strategy
Successful digital transformation requires empowering employees and stakeholders with the tools, skills and mindset needed to leverage new technologies. Continuous learning and development programs, along with a culture of collaboration and innovation, are essential. Skilling, upskilling and reskilling programs are being employed by organizations as a way to ensure that the digital transformation journey is inclusive and no one gets left behind.
Evolve, Iterate:Digital transformation is an evolving process. As new technologies are introduced and new world & business problems arise, the details and approaches will have to adapt but the vision remains. The impact of digital initiatives should always be measured vis-a-vis the entity’s ability to achieve its mission and live its values. Iterative improvements should ensure that the transformation remains relevant and effective.
The Journey AheadA purpose-driven digital transformation is neither a onetime endeavor nor a way to pay lip service. It should be a sustained journey that leads to the achievement of the core mission. Embedding purpose at the heart of their digital strategies, organizations can foster innovation while creating lasting value that deliver positive outcomes for communities and societies. In an increasingly digital world, those who successfully align their technological advancements with their mission will not only thrive but lead the way towards a more sustainable and inclusive future.
Embracing a purpose-driven approach to digital transformation ensures that technology serves as a force for good, enhancing both organizational performance and the well-being of society. This is the ultimate promise of digital transformation: to change the way we do things and transform the world for the better.
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