1. 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
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.
The realignment
of, or new
The 2014 State of
DIGITAL
TRANSFORMATION
Based on a survey of
digital strategists
investment in, technology
and business models to more
effectively engage digital
customers at every
touchpoint in the
customer experience
lifecycle.
DIGITAL TRANSFORMATION
DOESN’T MEAN DIGITAL INVESTMENT ALONE.
IT DOES MEAN THINKING
“DIGITAL FIRST.”
THE DIGITAL TRANSFORMATION DIVIDE
A Notable Disconnect:
Digital strategists and executives are investing in digital transformation,
but without insight or purpose.
88%
But, only
25%
have mapped the digital customer journey
and have a clear understanding of new or
underperforming digital touchpoints
of companies
report undergoing
a digital
transformation
THE TOP
DIGITAL TRANSFORMATION
INITIATIVES Very
important
Somewhat
important
Improving processes that expedite changes to digital
properties, ie. website updates new mobile or social
platforms, etc 80% 19%
Updating our website and ecommerce programs for a
mobile world 71% 25%
Integrating all social, mobile, web, ecommerce, service
efforts and investments to deliver an integrated and
frictionless customer experience 70% 24%
Updating customer-facing technology systems 66% 29%
Further research into our customers’ digital touch points,
as there’s more to learn 63% 36%
Technology is part
of the solution but
focusing on it is also
part of the problem.
46%
only
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.
If this is about customer
experience, many businesses
are missing the customer
and the experience.
WHO’S LEADING
DIGITAL TRANSFORMATION?
Change doesn’t happen in silos. This is a partnership where all
groups should work together.
54%
CMO
42%
CEO
29% 15% 5%
CIO/CTO
CDO
(Chief Digital Officer)
CXO
(Chief Experience Officer)
THE TOP CHALLENGES FACING
DIGITAL TRANSFORMATION
Very
important
Somewhat
important
Changing company culture 63% 34%
Thinking beyond a “campaign mentality” in digital
strategy efforts 59% 32%
Cooperation between departments and team silos 56% 39%
Resources (people, technologies, expertise) and
budget allocation 56% 39%
Understanding behavior or impact of new
connected customer 53% 42%
Culture eats
strategy for
breakfast
63%
see changing
company culture
as a challenge
56%
find cross-department
collaboration
difficult
It takes a team
to change but
team dynamics
work against
working
together
Stop confusing
customer
experience
with hit and
run campaigns
59%
Think beyond
a “campaign
mentality”
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
Commerce
1
3
Formulation
2
Pre-
Commerce
TOP 5
BENEFITS OF
DIGITAL
TRANSFORMATION
63%
Improved
customer
satisfaction
(ie. NPS)
53%
Higher
traffic
46%
Greater
conversions
75%
Lift in
engagement
49%
Increased
lead gen/
sales
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 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
www.altimetergroup.com/digitaltransformation
4
Post-
Commerce
Evaluation Purchase
Experience
Loyalty
Advocate
Awareness
Consideration
Influence
Loop