A Literature Review
FEATURED PAPER
By Ahmed Taha Abd Elhameed
Cairo, Egypt
Abstract
The digital transformation concept has become a significant business topic and also a strategic issue that offers the world and Egypt in specific a unique opportunity to transform several economic sectors such as financial services, retailing, healthcare, agriculture, and manufacturing while creating opportunities for individuals and organizations and impacting inclusive development and economic growth. Hence, digital transformation and its impact are gaining worldwide recognition and have been extensively investigated. The present work is aimed to review the existing literature on the digital transformation and customer centricity concepts in Egypt. The findings reveal that few articles have been published on Digital Transformation and its impact. However, the digital transformation and customer centricity in Egypt is yet to be given the proper research attention it deserves.
Key words: Digital Transformation, Customer centricity, Egypt
- Introduction
As a result of emergent of new technologies such as Artificial Intelligence (AI), blockchain, Internet of Things (IoT) the rules of business have changed (Rogers, 2016) and many organizations are changing due to the disruptive technologies and way of doing the business (Mahraz et al., 2019). The digital transformation concept has become a significant business topic and also a strategic issue that must be addressed in any organization (Mahraz et al., 2019). In the current digital age, the business environment is changing in a fast way and become more complex, volatile and uncertain than in the past, so the organizations need to develop a new business model(s) to be able to successfully manage the new characteristics of the business environment (Teichert., 2019).
Currently, there is no unique universal definition or the term digital transformation, one of the definitions of this term is that: Digital transformation is about using the emergent technology to enhance and develop the organization performance (Mhlungu et al., 2019).
Customer centricity is not a new term but it used by the organization to indicate the focus of the organization and the business process on satisfying the customer needs and putting the value creation for the customer in the heart of the organization operation and strategy (Hemel et al., 216).
This paper addresses the concept of the digital transformation and illustrates that digital transformation as a concept is much deeper than just performing a group of technological related projects and also focus on the importance of the customer centricity concept and a one of the main components of the digital business transformation journey in the organization.
Digital transformation is a way of enhancing the organization performance through the usage of the emergent technologies such as: Artificial intelligence, Blockchain and Big data (Mhlungu et al., 2019). This means implementing the digital transformation concept will be an opportunity not only for the private sector organizations but also for the whole country. For example, changing the way of doing the business and interacting with the customer could be seen as an opportunity for the consultation companies to provide its services by developing a new digital strategy, this will reflect on the productivity and profitability of the organization. Another example, the IT companies may benefit from digital transformation through enhancing and developing the current IT infrastructure, which will be an added value to the customer and also for the country as a whole. Finding a new way of doing the business and introducing new products and services will be an opportunity for the many organizations to increase its profit. Also, the digital transformation will enable the country (in this case Egypt) to enhance its ranking in the international indices related to digital transformation such as Digital Adoption Index and (DAI), DiGiX and Enabling Digitalization Index (EDI).
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How to cite this paper: Abd Elhameed, A. T. (2025). Digital Transformation and Customer Centricity in Egypt: A Literature Review; PM World Journal, Vol. XIV, Issue III, March. Available online at http://pmworldlibrary.net/wp-content/uploads/2025/03/pmwj150-Mar2025-Taha-Elhameed-Digital-Transformation-and-Customer-Centricity-in-Egypt.pdf
About the Author
Dr Ahmed Taha Abd Elhameed
Cairo, Egpyt
Dr. Ahmed Taha, PhD, PMP, PMI-RMP, PMI-ACP, CBAP, PMI PMO-CP, PRINCE 2, CBA, SFC is project management lecturer and consultant, he has more than 20 years of experience in the information technology field. He was awarded his PhD in project management at Swiss Management University in April 2017 and a second PhD in digital transformation in Nov 2024.
He has more than 18 years of experience as a lecturer and consultant in project management, business analysis, risk management, program management, portfolio management, ISO 21500, digital transformation, innovation management and change management. Also, he is working as lecturer of knowledge management, innovation management, risk management, project management, research methodologies in MBA and DBA programs.
In 2005 he was awarded a Diploma in project management from Cambridge University, in 2006 he a PMP certificate, in 2009 he certified ITIL v3 foundation level, in 2010 he certified PMOC from allPMO, in 2010 he certified PMI-RMP from PMI, in 2013 he was awarded CBAP certification from IIBA, in 2016 he won PRINCE2 foundation level certification and in 2019 he received a certificate in blockchain for business. In 2021 he was awarded a citizen developer business architect certificate (CDBA) from PMI.
In 1996 he graduated from Ain shams university, Faculty of engineering, communication and electronics dept. In 1997 he was awarded a diploma in software development from Information Technology Institute, in May 2000 he received a master degree in network management using artificial intelligent mobile agent to manage TCPIP-based network. In 2008 he was awarded his MBA degree specialized in International Business, from ESLSCA Business School, France.
Dr. Ahmed worked as a volunteer with PMI MENA Chapter from 2008 till 2013 and he was a board member of PMI MENA Chapter and the Program Director of the Chapter till July 2013; he was the PMIEF Liaison with PMI MENA Chapter from April 2012 till July 2013. He was a speaker in Hind-in-Hand 2012 event organized by PMI MENA Chapter and talked about how to use the project management to enhance the performance of the NGOs.
