The ‘quest’ for creating and maintaining relevance in the competitive world is acting as a driving force of innovation and transformation. Recent research reveals that technology-as-business-driver is going to play a mission critical role in driving organizational transformation. Digital Transformation thus gets the priority in the strategic agenda of the organization towards creating a new paradigm in value delivery mechanism. Digitizing is no longer an option for but a must choice for futurising the organization to create competitiveness, sustainability and the growth. The strategic imperative of any futuristic organization is to achieve enduring customer relevance and sustainable customer value at scale through a customer-centric digital transformation. Whether companies perceive digitalization as a threat, a challenge or an opportunity, those that ignore it do so at their own peril. Author has used case analysis as a research method to analyze and zero in to the key objectives. Therefore author’s thought process is focused on presenting a research perspective along with practical ideas and steps towards information technology optimization and digital transformation to accelerate growth overcoming issues, challenges and critical problems with undiluted focus on FUTURIZATION. This article will ignite academic interest and debate in the area with a new outlook on strategic imperatives of organization for technology adoption and application and will foster further research on technology optimization, digitalization for organizational renewal, relevance and repositioning in the value equation of the industry growth curve.
Keywords: Customer value, Digital Transformation, Futurization ., Relevance, optimization
