3/28/2023 0 Comments Brian solisWhile some organizations confuse Digital Transformation with increased technology spending and others are simply revisiting their original move to the Web, Altimeter did uncover some examples of Digital Transformation that were truly transformative. Digital Transformation calls for “a renewed focus on the entire customer experience,” according to the Altimeter report – the same priority companies had when they built their first Web sites. Back in 1999 the story was achieving a single view of the customer via multiple channels or touchpoints – just as it is now. First, these priorities are largely a rehash of the move to the Web in the late 1990s, and second, they are not particularly transformative. There are two essential problems with identifying such priorities for purported Digital Transformation initiatives. website updates new mobile or social platforms, etc.” was the most important part of their Digital Transformation efforts, and a full 96% also believed that “Integrating all social, mobile, web, ecommerce, service efforts and investments to deliver an integrated and frictionless customer experience” was equally important. That’s not really digital transformation.”Įven more broadly, virtually all survey respondents (99%) believed that “Improving processes that expedite changes to digital properties, i.e. Solis added that the companies he interviewed were “thinking they are changing but in reality they’re only investing in technology. Strategists, for example, “often equate the term ‘digital transformation’ with a shift in technology investment,” according to the report. In fact, different people had different misconceptions, sometimes based on their role. Rather, the realignment of business models presented the greatest challenge – the transformation part of Digital Transformation. The challenge with this definition wasn’t the investment in technology. Companies revealed this surprising level of ignorance in spite of Altimeter’s clear definition of Digital Transformation: “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.” Brian Solis added that companies needed to think of Digital Transformation as a “formal effort to renovate business vision, models, and investments for a new digital economy.” Yet, according to the report, “Even when explicitly defined, the term ‘digital transformation’ is still misunderstood.”
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