“The company of tomorrow will be digital, or it will not be”: MBS’s new Major Partner, GFI, shares its view on digital transformation with our students


On the 17th of May, Montpellier Business School welcomed the international digital service company GFI, represented by Ms Aurélie Vieren, School Relations Manager, for the signing of a Major Partnership agreement. MBS is the first Management Grande École to partner with GFI. The signing was followed by a lecture on digital transformation by Mr Christophe Dajon, who is CRM Manager of Marketing and Digital Transformation at GFI, and a graduate of MBS’s Executive MBA programme. Mr Dajon gave a fascinating talk on a subject that, now more than ever, is at the centre of strategic changes for companies in every sector. He gave concrete answers to the questions asked by students, who will be the managers and leaders of tomorrow.

One of the top ten digital companies, with 14,000 employees around the world, GFI supports businesses in their digital transformation. ‘Digital’ and ‘transformation’ are words that are often heard these days, and they immediately make sense to Mr Dajon’s audience, which belongs to Generation Y and Generation Z. But what do these terms really imply? And how does GFI position itself in this process? “Today, adapting to digital is no longer an option, it’s a requirement. Technological advances, along with the emergence of new players, are disrupting the way we access and use services, which is forcing every sector to modify its products in one way or another,” explains Mr Dajon. “Chatbots, big data, home automation, robotics, augmented reality: all these are technologies that can play a role in a company’s digital transformation.”

But adopting digital means adapting. So how are companies responding? “We see two strategies in response to the market: the defensive strategy of maintaining the company’s position and following digital tendencies, which is what traditional actors such as banks and insurers are doing; or the aggressive strategy of rethinking part of the company’s products to become a leader, as in the transportation and tourism sector, which is being forced to reinvent itself. Even though companies say that transformation is a priority, most sectors still perceive digital as a threat, and they still haven’t undergone a truly deep change. So they’re taking a tactical approach, rather than a strategic one. But that’s just a way to delay the transformation, because sooner or later these companies will have to adopt every aspect of the change: new business models, new products and client experiences, an internal digital culture, and improved operational efficiency through process digitalisation.”

GFI helps companies accelerate this transformation with various tools and services. From optimising the purchase tunnel to creating a cross-channel strategy, to optimising the customer path with a humanoid robot named Pepper, GFI works with absolutely any kind of company and imagines every possibility. “We work with firms in the fashion industry as well as dealerships and oil companies. If there’s one takeaway about the digital transformation, it’s that it spares no one.”

No doubt that’s the point the MBS students came away with after a riveting talk. Montpellier Business School thanks its new Major Partner for this speech and welcomes it to its Advisory Board and governance bodies.

More information at: www.gfi.world