As part of the Distinguished Marketing Practitioner Seminar Series, the Department of Marketing and Entrepreneurship of the University of Ghana Business School (UGBS), organised a seminar on 14th November 2019. The featured guest speaker was the Group Chief Marketing Officer of Databank Group, Mrs. Gillian Hammah, who spoke in a session dubbed “ The Strategies to Increase Product Adoption: The Necessity of Digital Transformation.”
Mrs. Hammah, in stressing the importance of digital transformation quoted George Westermann saying, “when digital transformation is done right, it’s like a caterpillar turning into a butterfly; but when done wrong, all you have is a fast-moving caterpillar.” She further explained Databank’s target for digital transformation, which involves creating a 24-hour business model that consolidates market leadership and significantly increases collective ownership.
The guest speaker then stressed on Databank’s focal areas, which encompass knowledge, digitization, virtualization, integration, innovation, customization, immediacy and globalization. These areas significantly help in achieving the best customer service. Moreover, she elaborated on key external and internal challenges that hinder Databank’s digital transformation. The internal challenges comprised of the resistance to change, over-reliance on paper-based documentation and one-off initiatives in separate units that do not have enterprise-wide impact. The external challenges also comprised of low investor confidence, the industry regulator being under-resourced, and the major issue of lack of understanding on the part of service providers in the industry.
The interaction ended with a question and answer session, with a vote of thanks delivered by Pearl Danquah, a Relationship Manager at Omni Bank. The event was facilitated by Professor Robert Ebo Hinson, the head of Department of Marketing and Entrepreneurship.
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