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Digital Transformation ROI Survey From Wipro Digital


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“Digital transformation” has been a part of our lexicon for nearly six years. Yet, there’s hardly consensus on what it means. Maybe it’s time to recognize it served its purpose to galvanize business leaders around a needed change in their business to become more digital. But now, it may be holding CEOs back from fulfilling the potential of their digital agenda through a much wider and needed enterprise transformation.

Published in: Leadership & Management

Digital Transformation ROI Survey From Wipro Digital

  1. 1. © 2017 Wipro 1 A Crisis in Digital Transformation A survey of 400 US senior executives Alex Beal Global Head of Marketing June 1, 2017
  2. 2. © 2017 Wipro 2 My company is aligned on what “digital transformation” means While the vast majority of executives say the company is aligned, in practice, execution is a challenge. There are significant differences over the benefits, who’s driving, the return on investment and barriers. With these differences uncovered, there may be less alignment than on the surface. Surprisingly, 8% of CEOs disagree strongly (7 out of 86) 91% 3% Agree Disagree
  3. 3. © 2017 Wipro 3 My company no longer uses the term “digital transformation” but rather: “Digital transformation” is dead – only 6% of executives use the term. COOs and VPs are the most likely to use the term at just 13 and 12% It’s all about strategy and digitization (digitalization) now 58% 52% 37% 34% 30% 3% 6% Digital Strategy Digitization Business transformation Digital disruption Enterprise transformation None of the above My company still uses the term digital transformation
  4. 4. © 2017 Wipro 4 Which of the following has your company leveraged in order to digitize successfully over the past 12 months? Traditional SMAC is still an enabler of digitization efforts. The growing impact of IoT is more and more a part of digitization. Advanced capabilities such as AI and RPA are in an early adoption phase 74% 68% 65% 51% 51% 43% 31% 24% 1% 1% Big Data and Analytics Internet of Things (IoT) Cloud Social Media Mobile Team realignment Artificial Intelligence Robotic Process Automation (RPA) Other None of the above
  5. 5. © 2017 Wipro 5 What are the top drivers of your company’s digital transformation strategy? 0% 5% 10% 15% 20% 25% 30% 35% 40% Total CEO COO CFO CIO CTO CDO CSO CMO C. Exp C.Design VP Improve efficiency Modernize legacy IT Increase agility Access new market segments React to changing customer behavior Meet disruption from non-traditional competitors
  6. 6. © 2017 Wipro 6 Which of the following do you feel are the most commonly missed investments in your digital transformation strategy? Improving efficiency is the top driver (previous question) but it’s also cited as the most commonly missed investment. Executives need help in how to invest to improve efficiency. 42% 40% 37% 37% 34% 28% 27% Improve efficiency Modernize legacy IT Increase speed to market Increase agility Access new market segments Meet disruption from non-traditional competitors React to changing customer behavior
  7. 7. © 2017 Wipro 7 To what extent do you feel your company is executing successfully against its digital transformation strategy? Only 1 in 10 executives believe they are more than 75% successful in executing on their strategy. That’s the same as 9 out of 10 saying they get execution wrong at least 25% of the time. Moreover, 1/3 of CEOs and CFOs think execution is successful only half the time or less. That means there is a lot of wasted effort and executing on digital transformation strategy can be significantly improved. 0% 10% 20% 30% 40% 50% 60% 10% or less 11-25% 26-50% 51-75% More than 75% Total CEO COO CFO CIO CTO CDO CSO CMO C. Exp C.Design VP
  8. 8. © 2017 Wipro 8 Who are the key drivers of your company’s digital transformation? CTO and CEO battle it out for recognition of who drives across the executive suite However, CIOs think they lead (41%) and CDOs think they lead (42%) 29% 28% 24% 12% 3% 3% 2% 1% 1% CTO CEO CIO CDO CSO COO CMO CXO C. Design
  9. 9. © 2017 Wipro 9 What obstacles have prohibited your company from achieving its full digital potential? Executive suite is split on the many barriers. However, nearly half of CEOs (47%) and CIOs (49%) and over half of COOs (50%) and Chief Design Officers (75%) believe resistance to new ways of working is the top barrier. CFOs and Chief Security Officers are also overwhelmed by the complexity of digital (49 and 50%) Nearly half of CMOs (49%) site talent deficiency. 39% 39% 37% 35% 34% 31% 30% 29% 24% Resistance to introducing new ways of working Overwhelmed by complexity of digital Deficiency of digital talent Lack of a clear transformation strategy Lack of budget to support transformation efforts Risk-aversion from executive leadership Lack of alignment on expected outcomes for digital transformation Lack of alignment on what digital transformation means Company structure hasn’t changed to reflect digital imperatives
  10. 10. © 2017 Wipro 10 While more of the C- Suite believes Operations to have benefited the most from digital transformation, more CEOs believe IT has benefited most (27%) Given reports of IT spend moving more towards the CMO, it’s notable that Marketing has not benefited more. Which departments have benefited the most from your company’s digital transformation? 26% 21% 15% 13% 10% 7% 6% 3% Operations IT Product Development Marketing Sales Finance Procurement HR
  11. 11. © 2017 Wipro 11 What percentage of the money spent on digital projects by your company over the past 12 months has been wasted? There is a lot of money wasted on digital projects, with only 1/3 of executives believing they are getting close to 100% of their ROI. COOs are the most bullish (54% believe less than 10% of investment is wasted). While not a big number, it’s surprising any executive (2% or a total of 8 out of our sample) say that 100% of their investment is wasted (3 CEOs, 1 CIO, 1 CXO, 3 VPs) 34% 40% 11% 7% 7% 2% less than 10% 10-24% 25-49% 50-74% 75-99% 100%
  12. 12. © 2017 Wipro 12 How much money has your company invested in digital projects over the past 12 months? COOs, CFOs, CIOs and CXOs are the “big spenders with more of them believing spend between $1-5 million. Nearly half of CMOs (43%) believe spend is under $500k. 9% of CEOs report spend over $10 million 2% 31% 22% 29% 13% 5% Less than $100k $100-499K $500-999k $1-4.9 million $5-9.9 million Over $10 million
  13. 13. © 2017 Wipro 13 40% 47% 11% 3% Agree strongly Agree somewhat Neither agree or disagree Disagree somewhat Results from our digital transformation efforts have differentiated my company from competitors? Despite poor execution, barriers and other challenges, executives largely still believe their efforts increase differentiation
  14. 14. © 2017 Wipro 14 36% 45% 14% 4% 2% Agree strongly Agree somewhat Neither agree or disagree Disagree somewhat Disagree strongly Partaking in my company’s digital transformation strategy has directly benefited my career Digital transformation is good for careers!
  15. 15. © 2017 Wipro 15 39% 46% 12% 3% Agree strongly Agree somewhat Neither agree or disagree Disagree somewhat My company is meeting our customer’s digital expectations 85% of executives believe they are meeting their customer’s digital expectations! Given the barriers identified in Q9 and that companies haven’t changed the way their work, we may question if customer expectations are being met.
  16. 16. © 2017 Wipro 16 • With almost 1 in 5 executives agreeing with this statement, digital transformation projects would seem to be on “thin ice”. • Even worse, 29% of CEOs agree, making it even more important for CEOs to be on board with these projects early. • Clearly there is a need for better ROI on these projects in the form of: o seeing benefits sooner o leading to outcomes benefiting efficiency and agility • Creating better executive-suite alignment around the goals, who is the driver and addressing the barriers will help companies reach their digital future faster. I secretly think that most digital transformation projects in my company are a waste of time 9% 10% 22% 30% 30% Agree strongly Agree somewhat Neither agree or disagree Disagree somewhat Disagree strongly
  17. 17. © 2017 Wipro 17 Methodology In May 2017, Wipro Digital surveyed 400 executives in the US about digital transformation efforts in their companies. • Online survey • 400 senior-level executives • Companies with more than 100 employees • Executive titles surveyed: o Chief Executive Officer (CEO) o Chief Operating Officer (COO) o Chief Financial Officer (CFO) o Chief Information Officer (CIO) o Chief Technology Officer (CTO) o Chief Digtal Officer (CDO) o Chief Security Officer (CSO) o Chief Marketing Officer (CMO) o Chief Experience Officer (CXO) o Chief Design Officer o VP
  18. 18. © 2017 Wipro 18 About Wipro Digital Wipro Digital, the digital unit of Wipro Ltd., is an innovation-led, digital and enterprise transformation partner built for today’s digital challenges. We focus on new ways of working and the things that matter - the insights, the interactions, the integrations, and innovations that make extraordinary things happen for brands, businesses and their customers. Together with our colleagues at Designit and across all Wipro, we dream and deliver human-shaped experiences at the intersection of strategy, design and technology. @WiproDigital
  19. 19. © 2017 Wipro 19 Alex Beal Global Head of Marketing in/alexbeal beal_a