Many enterprises understand the importance of digitally transforming in order to provide a seamless, personalized customer experience. However, delivering a memorable and exceptional customer experience isn’t a one and done. It involves more than just an easy-to-use, dynamic website. The best customer experience is one that occurs across the entire lifecycle — from unknown prospects to existing and highly profitable customers. Customer experience spans all channels from mobile to social to in-store promotions, and when executed effectively unifies a brand’s touch points into a cohesive, differentiated experience. However, delivering such experience requires companies to undergo a digital transformation. Perficient defines Digital Transformation as a holistic approach to modernizing every aspect of an organization. From strategy to operations, technology to culture, Digital Transformation requires businesses to rethink how they deliver value to their customers. Ok, so where do you start?
A recent survey from research firm Altimeter provides insights into where organizations are focusing their digital transformation efforts. Altimeter asked digital transformation professionals in the US, Canada, France, Germany and the UK where they were aligning resources to implement digital transformation at their company.
The study found nearly half of respondents were investing in integrating all social, mobile, web, commerce, service efforts to deliver a frictionless and omni-channel customer experience. It also uncovered that nearly half of respondents are investing in more efficient commerce platforms and modern processes and more than 40 percent are modernizing IT infrastructure and technologies to create a more agile, flexible, manageable and secure environment.
Most organizations have not undergone a digital transformation despite understanding the importance – after all, it is nearly impossible to deliver a differentiated customer experience when you are dealing with inefficient, outdated or siloed technology.