Digital transformation, a process that aligns business and IT to drive new value for customers, is not only about technology but also about bringing about change in how businesses operate and deliver value to customers. It’s also a cultural change that requires organisations to continually challenge the status quo, experiment, and get comfortable with failure.
In 2014, digital transformation became a mainstream idea, with 88% of businesses stating they were undergoing a digital transformation. However, only a quarter of these businesses had mapped the customer journey and only 12% had identified the digital touch points within this journey.
Companies are now recognising the need to focus on the customer experience, with 75% of companies surveyed stating that improving customer experience was their top objective. However, there was a significant gap between customer expectations and experiences.
To bridge this gap, businesses need to shift their focus from technology to people. They need to understand the customer journey and identify the digital touch points within this journey. This requires a shift in mindset from ‘we have always done it this way’ to ‘let’s try something new’.
In the future, the success of businesses will depend on their ability to adapt to the digital transformation, understand the customer journey, and deliver a seamless customer experience.
Go to source article: http://www.briansolis.com/2014/12/digital-transformation-year-review/