Digital Innovation to Transform the Customer Experience

Abstract

Digital innovation is becoming a strategic priority for business and IT leaders in many companies. This article explores digital innovation at Six Flags Entertainment Corporation, the world's largest regional theme park company, with emphasis on the strategic leadership role of its Chief Information Officer (CIO). The article shows that digital innovation requires appropriate technology infrastructure, organization, leadership skills and a systematic process to evaluate existing and emerging technologies. Innovation ideas may come from many internal or external sources. Five digital initiatives illustrate how digital innovation can create new revenue streams and transform customer experience. Insights are provided on how to justify such initiatives and how to strike the right balance between a focus on innovation, while meeting the traditional operational needs. Overall, a focus on digital innovation is an opportunity for a strategic role of IT leaders, but that requires new skills and new education.