The Challenge

The challenge of “Digital Transformation” is oftentimes less technical in nature, but more of a cultural change, as described by C. Christensen in his book “Innovator’s Dilemma”.

Christensen believes that it is technology that drives and disrupts culture – including consumer behavior and business – and not the other way around. It is about new tools offering new functionality, reliability, convenience and cost efficiencies, and opportunity for brands to embrace and harness new disruptive technologies with the capacity to create value for the business and the consumer.

Already today, most of our interactive experiences are already in the Cloud, to name a few; Amazon for shopping, our Contacts and Calendar, Facebook and LinkedIn for private and professional networking, Instagram and Snapchat to share experiences, Skype and Whatsapp to communicate and Über to get to places. All easily accessible through our Smartphones connected via Mobile Data and ever-more ubiquitous Wi-Fi. Behavioral science through Big Data Analytics is providing insights to Retail and Service Providers, allowing them to better align their offerings with what their customers have come to expect, it’s all of a sudden relevant, becomes an expected attribute.



For companies, ‘relevance’ is the magic word. The key to outperform the competition is offering the most relevant experience for your customer. But how can you make sure that you are present with the right message at the right time and place? Therefore, you have to get to grips with the entire customer journey. As a company you really have to get to know your customer on an individual level and use those insights to create a long-term relationship. Everything you do as a company has to be in the interest of the customer.



This customer-centricity relies on the quality and availability of customer and touch point data. As a company you have to be able to collect and make sense of customer data to create sustainable success. When it comes to data, many companies immediately think of deploying data science and technology. Of course this is very important, but once you know how to collect and process data, you still have to be able to seize the opportunities you get to really optimize customer experiences. Therefore, behavioral science is equally as important if you really want to offer your customers the relevance they demand.


External Innovation

Steve Jobs once said “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”

Innovation, or at least disruptive innovation – the kind that drives growth – requires vision, nerve and patience. Most brands are driven by quarterly results, improving existing processes, and rarely take the risk to think or tackle things differently.

Big brands typically have a team of folks that have evolved from Traditional to Digital Marketing, but typically require a big tick in the box from lots of consumers before they will commit to an innovation, so it begs the question - how innovative can that be?

Innovation typically comes from new entrants, the start-ups and the entrepreneurs, Celta Consult provides these corporations a low risk path to experiment with “Digital Transformation”, allowing them to test the market with digital communication and end-user experience. Although the aim is not to fail, “if you will fail, you want to fail fast”, true entrepreneur spirit.

There are clearly no limits as to what can be accomplished, the limitation lies within the challenge you pose to your business or to yourself.



"We have now been working with Celta Consult for 6 months, and considering this short timeframe we have made a lot of progress together in multiple fronts. We are very pleased at the work they have carried out, I highly recommend them as a preferred business partner."

Juan Melero, CEO, Optimi