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Infographic the 2014 state of digital transformation altimeter group
next stage of
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.
of, or new
The 2014 State of
Based on a survey of
investment in, technology
and business models to more
effectively engage digital
customers at every
touchpoint in the
DOESN’T MEAN DIGITAL INVESTMENT ALONE.
IT DOES MEAN THINKING
THE DIGITAL TRANSFORMATION DIVIDE
A Notable Disconnect:
Digital strategists and executives are investing in digital transformation,
but without insight or purpose.
have mapped the digital customer journey
and have a clear understanding of new or
underperforming digital touchpoints
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.
aim to overhaul
to meet the
expectations of digital
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.
Change doesn’t happen in silos. This is a partnership where all
groups should work together.
29% 15% 5%
(Chief Digital Officer)
(Chief Experience Officer)
THE TOP CHALLENGES FACING
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%
as a challenge
It takes a team
to change but
with hit and
lack of data
CHANGE AGENTS MUST MAKE THE
CASE TO EARN EXECUTIVE SUPPORT,
AND THAT TAKES JOURNEY MAPPING
customer behavior an
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
IS THAT IT’S NOT
COMES DOWN TO
HAS TO START SOMEWHERE