Digital Transformation and Uneven Performance
Digital transformation has reshaped how companies deliver services and engage customers. At PT PLN (Persero) UID North Sumatra, the adoption of digital platforms such as PLN Mobile has contributed to rising electricity sales, increasing from 2.65% in 2022 to 6.10% in 2024.
However, performance gains are not evenly distributed. Units operating in areas with strong digital infrastructure show better outcomes than those in regions with limited digital readiness. This gap highlights a key issue in digital transformation: technology alone does not guarantee improved performance.
Instead, organizational capability—how well digital tools are planned, managed, and executed—determines success.
Simple Approach to Complex Analysis
The study uses a quantitative survey design involving 113 respondents from 67 customer service units within PLN North Sumatra. Respondents include unit managers and customer service team leaders who are directly involved in daily operations.
Data were collected through online questionnaires and analyzed using statistical modeling techniques that allow researchers to examine relationships between variables and compare different groups.
Company performance is evaluated using three main indicators:
- sales growth
- customer service performance, including response and recovery time
- digital platform performance, such as user growth and transaction activity on PLN Mobile
This approach provides a comprehensive view of how digital strategies affect both operational and strategic outcomes.
Key Findings: Two Types of Digital Capability Matter
The research identifies two core components of digital marketing strategy:
- Managerial digital capability: strategic planning, decision-making, and resource allocation
- Operational digital capability: customer interaction, communication, and service execution
Both capabilities significantly improve company performance:
- Managerial capability shows a positive effect (β = 0.245; p = 0.023)
- Operational capability shows a stronger effect (β = 0.314; p = 0.013)
These findings indicate that strong leadership and effective execution must work together to maximize the benefits of digital transformation.
Sustainability Strategy: A Double-Edged Factor
One of the most notable findings is the role of sustainability strategy.
- Sustainability strengthens the impact of managerial capability (β = 0.266)
- Sustainability weakens the impact of operational capability (β = -0.327)
This means that integrating sustainability initiatives—such as renewable energy services or green programs—enhances strategic planning and long-term positioning.
However, at the operational level, sustainability can introduce additional complexity. It may require new procedures, customer education, and coordination efforts, which can reduce efficiency if not properly managed.
Different Strategies for Different Regions
The study also finds that the effectiveness of digital capabilities depends on local conditions:
- In areas with limited digital infrastructure, managerial capability plays a more critical role (β = 0.443)
- In areas with strong infrastructure, operational capability becomes the key driver of performance (β = 0.448)
This suggests that a one-size-fits-all digital strategy is ineffective. Companies must adapt their approach based on the level of digital readiness in each region.
Real-World Implications
The findings offer practical insights for public utilities, businesses, and policymakers:
- Digital transformation should focus on building both strategic and operational capabilities
- Sustainability initiatives must be aligned with operational readiness to avoid inefficiencies
- Regional differences in infrastructure must be considered when implementing digital strategies
As noted by Dini Conita of Universitas Negeri Padang, organizational performance depends not only on adopting digital tools but on how effectively those tools are integrated into strategy and daily operations.
These insights are particularly relevant for state-owned enterprises and service providers aiming to modernize operations while maintaining service quality and sustainability commitments.
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