March 8, 2017
In our last blog post, we introduced our latest study, Executing Digital Transformation: Four Key Areas Essential to Organizational Success in a New Era. We’re dedicated to improving organizations’ digital experiences and operations. Running a successful digital organization doesn’t have to be stressful, and we’re here to make sure it isn’t.
Our research shows that many organizations are their own worst enemy when it comes to replacing outdated digital practices with solutions engineered with 21st century needs in mind. While many organizations rely on legacy solutions and processes, these technologies and the strategies that guide them are incapable of meeting consumers’ expectations for superior digital experiences today.
Common areas of struggle in digital transformation include:
Goal setting and tracking: Less than half (44 percent) of respondents have two- to five-year goals that are measurable and give direction, and 39 percent of respondents have one-year goals that are measurable and give direction.
What’s at stake? Without consistent goal setting or digital solutions that enable reporting, organizations cannot leverage strategic planning and analytics to develop a strategy that combines clear, trackable business objectives with real end-user desires.
Audience understanding: One in five respondents (21 percent) feel their organization does not do enough in-person research to understand its audiences, and only a third (32 percent) of respondents are extremely confident that their data reporting leads to a greater understanding of their users.
What’s at stake? Organizations that fail to understand key audience segments cannot create and support end-user experiences across all touchpoints that engage consumers and develop long-term brand loyalty.
Company collaboration: Just 30 percent of respondents say departments across their organization always come together to problem solve.
What’s at stake? Teamwork and cross-departmental cooperation optimizes internal processes; without this mindset, organizations create barriers for aligning all employees around digital solutions, collaboration and a supportive culture.
Technology investments: Eighty-one percent of respondents are currently unsatisfied with one or more of the systems their organization relies on.
What’s at stake? In the absence of digital-ready solutions, organizations risk using outdated systems that cannot match the user experience earned by newer technologies with scalable architectures and the flexibility to improve long term.
These findings are just the beginning of why organizations need to get on board with digital transformation now. Outdated technologies and processes make everyone’s experience – developers, content authors, end users, etc. – more clunky and dramatically limit how businesses can grow across all channels and devices.
So, what’s really at stake when organizations are unable to improve their digital experiences and operations? The confidence that your organization will be successful one year from today, three years from today, and beyond.
Executing digital transformation may feel like a scary undertaking, but it will always be the right one. The PointSource digital transformation framework includes four key areas – direction, experience, culture and technology – which, together, provide a top-to-bottom foundation that every organization can use to improve its end-user experience. This framework is not static, but rather it’s a flexible resource capable of meeting the specific needs of any business. True digital transformation requires context and crafting the right solutions start with understanding your organization’s pain points and goals.
Download the full Executing Digital Transformation study to learn more about common digital-transformation struggles and strategies to overcome them!