The DIGITAL TRANSFORMATION: THE PROJECT MANAGER AND THE IMPORTANCE OF COMMUNICATION

DIGITAL TRANSFORMATION: THE PROJECT MANAGER AND THE IMPORTANCE OF COMMUNICATION

Abstract

Objective of the study: To present the project manager's communication strategy with stakeholders to address problems of conflicts of interest and scope definition failure in a digital transformation project.
Relevance/originality: This technical report deals with a real digital transformation project and the negative implications of a poorly managed communication process. In line with the literature, it demonstrates aspects mentioned as relevant in the management of communication, conflicts, stakeholders and scope, noting their impacts in a project environment. The main contribution of this report is to provide a real experience of a digital transformation project and the difficulties that exist.
Methodology/approach: An explanatory research was carried out using a qualitative approach, based on the action research method. The aim was to understand a real case of a digital transformation project and report the researcher's observations and the intervention actions carried out in the context of the project.
Main results: the main results are: the importance of communication in the initial phases of the project with stakeholders to mitigate risks of conflicts and poorly defined scope; the use of communication as a conflict resolution technique and to attract project supporters; the need to establish bonds of trust between the project manager and other stakeholders; the observation regarding the need to correctly assess the organization's information technology environment to take appropriate actions in digital transformation projects.
Theoretical/methodological contributions: Several aspects were evaluated, the main theoretical contributions being the observation of the role of consultancies as accelerators of the digital transformation process, the relevance of the information technology area and resources and the need for involvement of business areas in this context . Other contributions are made by the observation of the relevance of communication and stakeholder management to eliminate risks from a poorly defined scope and to avoid or eliminate conflicts that are critical to the success of the digital transformation project.
Social/management contributions: Contributions to practice are made through the vision of a real performance by a project manager in a strategic, digital transformation project, inheriting problems and conflicts caused by a pre-project carried out improperly. There are several lessons, such as the importance of protagonism and seniority of project managers to take mature and objective actions. Interpersonal relationships, communication and management techniques were applied and can help organizations and managers in how to conduct actions to resolve conflicts.
Keywords: scope, communication, stakeholders, conflicts, digital transformation