1.1 INTRODUCTION
In the current reality, companies that implement innovations and modern technological solutions, create internal IT teams and constantly acquire technological competence to respond to market needs faster gain a competitive advantage. Presently, it can be seen that not only organizational culture is important in the company, but also the so-called digital culture, which consists of better and definitely dynamic creation and improvement of technological solutions. The level of digitalization of the company translates into more efficient customer service and facilitates the work of employees. This means that not only employees of IT departments but also senior managers should be able to use and create even simpleābut also important for the functioning of the companyāapplications, IT tools, programs or, for example, reporting solutions. Digitization of manual processes and workflows is an extremely important foundation for the effectiveness of today's enterprises, and in the near future it will affect all spheres of this functioning. In particular, in industrial production the automation of a process is necessary today for the company to be able to keep up with current market trends and competition. It is inevitable this will change the approach to production, in which the use of computer machines, digitized information and automatons will be much more important than human muscles. This is a huge challenge and opportunity for manufacturing companies (Heinze et al., 2018, Reinartz et al., 2019). Digitalization thus brings the need to look for employees with specialized, often narrowed skills such as the ability to learn and manage digital machines and solve complex process problems. This type of qualification will be necessary among the staff for the company to be successful. When it comes to the sphere of customer service, the ability to communicate, build relationships and manage digital solutions will play the biggest role. In the sphere of management and administration of a company, its department or office, the key competences will include the ability to communicate effectively, think critically, possess and use analytical reasoning and practise the skills of effective persuasion.
1.3 DIGITIZATION, DIGITALIZATION AND DIGITAL TRANSFORMATION
The 3Ds (Digitization, Digitalization, and Digital Transformation) are often used incorrectly and interchangeably without proper understanding, especially when one talks about business. First of all, it should be clarified that initially, two decades ago, in the era of the so-called digital age, business used be performed in an analog way, i.e., all information and tasks were done and delivered physically until computers entered business performance. Since then, information has been converted into digital forms (bits and bytes) and business processes became to be digitized, i.e., operated by computers rather than manually (Bounfour, 2016, Vogelsang, 2010, BarNir et al., 2003). So the digitization in business made it faster and more efficient, and today it is hard to imagine an entity using just pen and paper for daily purposes.
Thanks to digitization, business could become digitalized. Digitalization of business should, in fact, be understood as incorporation of digital information and technology, and automation of business processes. Digitalization changes business models, their organization, structure and operations, by using electronic devices, systems, applications and instruments that engender, store or process digitized data. The appearance of computers and introduction of the World Wide Web fundamentally accelerated digitalization of business and changed industry, markets, production, trade and services, life of societies, actions of governments, communication, administration, cultural life and, in general, all aspects of public and private sectors (Collin et al., 2015, Berman and Marshall, 2014, Heinze et al., 2018, Patel & McCarthy, 2000, Roy, 2006, Ramanujam, 2009, Baker, 2014).
Digitization and digitalization are the first and second steps of simplifying business processes and making business performance more effective and satisfactory. These steps are taken within the company. The following step is digital transformationāa holistic transformation of business and its surroundings to focus on the culture and customer experiences. Digital transformation can be understood as a complex process of improving the way of thinking of an enterprise, thanks to which it will be able to create a modern, completely integrated, customer-oriented strategic business. To make this possible, it is crucial to prepare people for the digital transformation. Focusing on customer needs is an essential aspect of this transformation. Understanding the customer's intentions and providing the personalized experience by the company must occur at all times of contact. The data-driven operating model used in the enterprise allows better understanding of the company's condition and increases employee productivity by eliminating the manual business process, and thanks to this the enterprise functions more efficiently, faster and with more agility, ...
