[infographic] the 2014 state of digital transformation
DESCRIPTION
Digital transformation is a formal investment in new technology, business models, and supporting systems and processes to change the way companies sell, market, operate and scale in an increasingly digital economy. This infographic communicates the state of digital transformation in 2014. More data and research in the full report: The 2014 State of Digital Transformation by Brian Solis, available for download at: http://altimetergroup.com/2014/07/the-2014-state-of-digital-transformationTRANSCRIPT
The realignment
of, or new investment in, technology and business models to more
effectively engage digital customers at every touchpoint in the
customer experience lifecycle.
25%have mapped the digital customer journey and have a clear understanding of new or underperforming digital touchpoints
But, only
DIGITAL TRANSFORMATION IS BIG AND OFTEN MISUNDERSTOOD. Understand how people use technology first to inform your strategy and give your work a sense of purpose.
The 2014 State of
DIGITAL TRANSFORMATIONBased on a survey of digital strategists
Digital transformation represents the next stage of
business development. It will improve how
companies work inside and out. But, without
knowing how the customer - or, employee - is evolving,
digital transformation is just new technology operating under the
guise of change.
What is DIGITAL TRANSFORMATION?IT’S BIG... ENTERPRISE-WIDE
A Notable Disconnect:Digital strategists and executives are investing in digital transformation, but without insight or purpose.
88%of companies
report undergoing a digital
transformation
THE TOP DIGITAL TRANSFORMATIONINITIATIVES Very
importantSomewhat important
Updating our website and ecommerce programs for a mobile world 71% 25%
Updating customer-facing technology systems 66% 29%
Further research into our customers’ digital touch points, as there’s more to learn 63% 36%
Integrating all social, mobile, web, ecommerce, service efforts and investments to deliver an integrated and frictionless customer experience 70% 24%
Improving processes that expedite changes to digital properties, ie. website updates new mobile or social platforms, etc 80% 19%
WHO’S LEADING
DIGITAL TRANSFORMATION?Change doesn’t happen in silos. This is a partnership where all groups should work together.
As Altimeter Group studied digital transformation related to the digital customer experience, we found that, when companies explore digital transformation as a means to optimize customer engagement, they reap results.
DIGITAL TRANSFORMATION DOESN’T MEAN DIGITAL INVESTMENT ALONE.
IT DOES MEAN THINKING
“DIGITAL FIRST.”
THE DIGITAL TRANSFORMATION DIVIDE
Technology is part of the solution but focusing on it is also part of the problem.
46%
aim to overhaul customer service
to meet the expectations of digital
customers
80%of strategists surveyed report their
companies are investing in improving processes that expedite change to digital
properties such as websites, mobile, and social platforms.
only
If this is about customer experience, many businesses
are missing the customer and the experience.
54%CMO
42%
CEO29% 5%15%
CIO/CTO
CDO(Chief Digital Officer)
CXO(Chief Experience Officer)
Very important
Somewhat important
Thinking beyond a “campaign mentality” in digital strategy efforts 59% 32%
Resources (people, technologies, expertise) and budget allocation 56% 39%
Understanding behavior or impact of new connected customer 53% 42%
Cooperation between departments and team silos 56% 39%
Changing company culture 63% 34%
THE TOP CHALLENGES FACING DIGITAL TRANSFORMATION
Culture eats strategy for
breakfast
56%
find cross-
department collaboration
difficult
It takes a team to change but
team dynamics work against
working together
63%
see changing company culture as a challenge
Stop confusing customer experience with hit and run campaigns
51%
somewhat feel lack of data represents a challenge
Improving customer experiences starts with knowing the customer
CHANGE AGENTS MUST MAKE THE CASE TO EARN EXECUTIVE SUPPORT, AND THAT TAKES JOURNEY MAPPING AND DATA
53%
find understanding customer behavior an extremely significant
challenge
TOP 5 BENEFITS OF
DIGITAL TRANSFORMATION
63%
Improved customer
satisfaction(ie. NPS)
53%
Highertraffic
46%Greater
conversions
75%Lift in
engagement
49%
Increased lead gen/
sales
THE KEY TO DIGITAL TRANSFORMATION IS THAT IT’S NOT ALL ABOUT TECHNOLOGY
DIGITAL TRANSFORMATION COMES DOWN TO PEOPLE
NO MATTER HOW DIGITAL TRANSFORMATION IS PURSUED, BUSINESSES ARE CHANGING ALONG THE WAY
CHANGE HAS TO START SOMEWHERE
59%
Think beyond a “campaignmentality”
www.altimetergroup.com/digitaltransformation
1Formulation
2Pre-
Commerce
3Commerce
4Post-
Commerce
Evaluation Purchase
Experience
Loyalty
AdvocateAwareness
Consideration
Influence Loop