Welcome!

News Feed Item

Altimeter Group Releases New Study on the State of Digital Transformation

New 2014 Data Identifies Key Trends & Shows How Companies Are Investing in Digital Customer Experience

SAN MATEO, CA -- (Marketwired) -- 07/21/14 -- Altimeter Group, today announced its latest research, The 2014 State of Digital Transformation, by Brian Solis, with Jaimy Szymanski and Rebecca Lieb. The new report is a follow-up to Altimeter's pioneering research, Digital Transformation: Why and How Companies Are Investing in New Business Models to Lead Digital Customer Experiences, which illustrated that digital customers differ in behavior from traditional customers, and showed how leading-edge organizations are orienting around the digital customer experience (DCX).

"We surveyed digital strategists from top global companies and brands, and uncovered a surprisingly human story: digital transformation is a significant movement where daring business leaders venture into tomorrow's markets today," said Solis, principal analyst at Altimeter Group. "It isn't an initiative owned by a particular role or department in the organization; instead, it is a cross-enterprise realignment of resources to unify and enhance the digital customer experience at every touch point in order to be competitive in today's era of connected markets."

Respondents cited several potential benefits from digital transformation initiatives, including a lift in customer engagement (75%), improved customer satisfaction (63%), greater digital traffic (53%) and increased lead generation and sales (49%). However, numerous challenges to digital transformation were also captured, including company culture (63%), the need to think beyond a campaign mentality (59%), the need to ensure cross-functional collaboration (56%), a lack of resources (56%), a lack of understanding of digital customer behavior (53%) and the need to secure executive support for digital transformation (42%).

Altimeter's research reveals that digital transformation is still widely misunderstood, but that corporations and brands are taking it seriously:

  • 88% of companies say they are undergoing digital transformation, yet only 25% have mapped out the digital customer journey
  • 17% of digital leaders are now in the process of studying the digital customer journey
  • 42% of strategists report that while they have not yet researched the customer journey, they are investing in new digital channels
  • The mandate to lead digital transformation is often driven by the CMO, CEO, and CIO (54%, 42%, and 29% respectively)

Digital transformation doesn't mean digital investment alone, it means thinking "digital first."
Many are already thinking digital first and are in the process of upgrading systems and processes to meet digital transformation challenges head on. Altimeter's study uncovered the most important digital transformation initiatives inside companies today:

  • Improving processes that expedite changes to digital properties, such as website updates, new mobile or social platforms, etc. (80%)
  • Updating website and ecommerce programs for a mobile world (71%)
  • Integrating social, mobile, web, ecommerce, service efforts and investments to deliver an integrated and frictionless customer experience (70%)
  • Updating customer-facing technology systems (66%)
  • Further research into customer digital touch points (63%)
  • Overhauling customer service to meet the expectations of digital customers (46%)

More About Altimeter's New Report and Related Webinar
Available now for download, this report is available for free under Altimeter Group's open research model. Chief executives, digital strategists and marketing, sales and customer experience leaders, will want to attend the related webinar being held on Wednesday, September 17, 2014 to review key research findings and ask questions of Brian Solis. For more information about Altimeter Group's related services, visit http://www.altimetergroup.com/digitaltransformation.

About Altimeter Group
Founded in 2008 by Charlene Li, Altimeter Group helps companies understand and act on digital transformation. The company provides independent research and strategy consulting services to help business leaders thrive in the face of change. Clients include 9 of the Dow Jones 30 and 16 of the Fortune 100. Altimeter Group was named by Fast Company as one of the "Five Most Creative Small Businesses." The firm is headquartered at in San Mateo, Calif., with offices on the East Coast. For more information, visit http://www.altimetergroup.com.

CONTACT:

Heather Meeker Haas
Email Contact

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, discussed the best practices that will ensure a successful smart city journey.
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, contrasted how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He showed how the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He also demoed building immutable pipelines in the cloud ...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Choosing the right cloud for your workloads is a balancing act that can cost your organization time, money and aggravation - unless you get it right the first time. Economics, speed, performance, accessibility, administrative needs and security all play a vital role in dictating your approach to the cloud. Without knowing the right questions to ask, you could wind up paying for capacity you'll never need or underestimating the resources required to run your applications.
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or failed can often provide more in the way of key lessons learned. In his session at @ThingsExpo, Peter Vanderminden, Principal Industry Analyst for IoT & Digital Supply Chain to Flatiron Strategies, will focus on how IoT depl...
The pace of innovation, vendor lock-in, production sustainability, cost-effectiveness, and managing risk… In his session at 18th Cloud Expo, Dan Choquette, Founder of RackN, discussed how CIOs are challenged finding the balance of finding the right tools, technology and operational model that serves the business the best. He also discussed how clouds, open source software and infrastructure solutions have benefits but also drawbacks and how workload and operational portability between vendors an...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...
"Tintri was started in 2008 with the express purpose of building a storage appliance that is ideal for virtualized environments. We support a lot of different hypervisor platforms from VMware to OpenStack to Hyper-V," explained Dan Florea, Director of Product Management at Tintri, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, explained the best practices of continuous testing at high scale, which is rele...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.