March 2, 2017
Executing digital transformation can feel like a giant game of chess. With so many moving pieces in an environment that’s continuously changing, it’s not surprising that organizations often struggle to improve their digital experiences.
But it doesn’t have to be this way.
We’ve made it our mission to help overcome the hurdles most common to successful digital transformation. Chess masters have their strategies and we have ours — eight critical components that make up the four key areas of direction, experience, culture and technology.
Every organization has unique digital needs, which is why there’s no single roadmap to full-scale digital transformation. Rather, the four key areas outlined above serve as a blueprint for companies looking to replace outdated legacy systems and operations with more capable versions.
To better understand the roadblocks making it difficult for organizations to do just that, we conducted the Executing Digital Transformation study, which surveyed 300 decision makers in marketing, IT and operations professionals about their digital solutions and strategy. Although respondents recognize the value of improved digital offerings and experiences, many report pain points across all four areas of our digital transformation framework.
Some key findings from the Executing Digital Transformation study include:
- Organizations are not confident in their visions for the future: Less than half (44 percent) of respondents are extremely confident in their organization’s ability to achieve its vision for growth, and 4 percent are not confident at all.
- Unifying cross-channel digital experiences is a weak point for organizations: Only half (51 percent) of respondents say their organization addresses specific user needs across all platforms.
- Department leaders compete for resources and budget: Three-fourths (76 percent) of respondents say their department competes with other departments in their organization for resources and/or budget.
- Demand for change outpaces technological capabilities: Eighty-four percent of respondents say their organization has disparate legacy systems that impact the speed of development of new digital experiences.
These barriers are just the tip of the iceberg. To be successful, companies must reimagine their internal processes and technologies to better meet the needs of digital users. Today’s consumers expect omnichannel capabilities that outdated legacy digital solutions and strategies simply cannot provide.
Thankfully, using the steps identified in our digital transformation framework, organizations can develop a roadmap capable of making iterative upgrades now, and that is also scalable to address future digital needs. The four areas — direction, experience, culture and technology — collaboratively afford organizations the precision and flexibility to improve their digital experiences in the way that is best for them.
To learn more about common digital transformation struggles and strategies to overcome them, as well as the unique pain points for companies within the insurance, retail and supply chain verticals, download the full Executing Digital Transformation study.