{"id":5436,"date":"2014-04-19T17:42:59","date_gmt":"2014-04-19T17:42:59","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5436"},"modified":"2014-04-19T17:42:59","modified_gmt":"2014-04-19T17:42:59","slug":"digital-transformation-and-the-new-customer-experience","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2014\/04\/digital-transformation-and-the-new-customer-experience\/","title":{"rendered":"Digital Transformation and the New Customer Experience"},"content":{"rendered":"

\"Altimeter_Report_-_V16-2_pdf__page_2_of_63_\"<\/a><\/p>\n

We\u2019re under attack! Social, mobile, real-time, cloud, big data\u2026it\u2019s coming at us all at once! Rather than miss out, many brands are jumping from trend to trend as a way of staying relevant in an increasingly digital market.<\/p>\n

Facebook, Twitter, Youtube, Foursquare, Instagram, Pinterest\u2026we\u2019re covered. We have and had a strategy for a while now.<\/p>\n

Mobile. Yep, we\u2019ve got an app for that\u2026plus we\u2019ve got adaptive and responsive web design that makes old sites new again!<\/p>\n

Snapchat\u2026our brilliant strategy vanishes in 5,4,3,2,1.<\/p>\n

Jelly? We\u2019ve got the answer.<\/p>\n

Whisper, Secret\u2026shhh, don\u2019t tell anyone, but we\u2019re already marketing there.<\/p>\n

There\u2019s a difference though between marketing AT people in new channels and learning about their behavior, values, and expectations to optimize their digital experiences and introduce mutually-beneficial outcomes.<\/p>\n

Social, mobile, and real-time strategies are not enough. These disruptive technologies are merely just the beginning of a still shaping era of connected consumerism.<\/p>\n

Each in its own right is significant affecting how business is done. But customer behavior and expectations, and that of employees for that matter, continue to evolve. And, the list of disruptive technologies that\u2019s pushing business leaders and processes out of their respective comfort zones is far more exhaustive and constant.<\/p>\n

\"figure2\"<\/a><\/p>\n

When we stop chasing trends and fighting for technology and marketing strategies in the moment, we can appreciate that our view of technology and its aggregate impact on markets is far more massive that we initially realized.<\/p>\n

– Wearables
\n– Maker Movement
\n– Beacons
\n– Geolocation
\n– Internet of Things
\n– Sharing Economy
\n– Gamification
\n– Big Data
\n– Second Screen
\n– Virtual AR\/AI
\n– Payments<\/p>\n

Instead of reacting to technology trends at departmental levels, some progressive, brave and tireless strategists are investing in a more comprehensive campaign of digital transformation. The goal is to invest in informed models that help businesses recognize opportunities, overcome challenges, and make decisions to stay in step, if not ahead of digital customers. Beyond social, mobile, and real-time, digital transformation is in fact, the next big thing in customer experience and ultimately how business is done.<\/p>\n

Over the last year, my Altimeter Group colleague Jaimy Szymanski and I set out to learn how digital technologies are impacting customer behavior and in turn how businesses are responding. Through a series of interviews with digital strategists and executives at some of the world\u2019s leading brands, we specifically explored the role of how this new customer behavior along with the relentless onslaught of disruptive technology is influencing how organizations evolve.<\/p>\n

\"AltimeterReport-mock9_indd_-_Altimeter_Report_-_V14_pdf\"<\/a><\/p>\n

The result is our new report\u2026\u201dDigital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences.\u201d And, we\u2019re proud to announce that it is now officially available for immediate download here<\/a>!<\/p>\n

Defining Digital Transformation<\/h2>\n

Altimeter Group defines digital transformation as:<\/p>\n

The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle.<\/p><\/blockquote>\n

In our research, we learned that digital transformation represents the quest to understand how disruptive technology affects the overall customer experience. The investment in change is a direct result of businesses seeking to adapt to this onslaught of disruptive technologies as they affect customer and employee behavior. As technology becomes a permanent fixture in everyday life, organizations are faced with an increasing need to update legacy technology strategies and supporting methodologies to better reflect how the real world is evolving.<\/p>\n

The need to evolve is becoming increasingly obligatory.<\/p>\n

We do not tackle enterprise-wide digital transformation in this report. Instead, we conducted our research through the lens of customer experience to learn how companies are adapting to new consumerism. The way today\u2019s consumers use screens and what they expect to accomplish does not mirror traditional customers of the past; their values are shifting, and how they make decisions no longer aligns with a traditional funnel model. Expectations are reshaping engagement and, ultimately, the way their relationships with companies unfold. From social and mobile, to customer insights and journey mapping, to IT and training, digital transformation improves how businesses see their customers and create value throughout their lifecycle.<\/p>\n

In our research, we found that understanding the digital customer experience is one of the primary catalysts for businesses placing substantial investment in digital transformation. Change must begin with noting the considerable differences between traditional customer strategies and those required to engage and nurture relationships with digital customers. It creates a sense of urgency and affects not only the roles and objectives of marketing, social media, web, mobile, and customer service, but also their intentions and how these typically disparate groups work toward harmony. The result ultimately makes businesses relevant in a digital era while growing opportunities and profits, as well as scaling efficiently in the process.<\/p>\n

As companies begin to invest in digital transformation, they are realizing promising benefits.<\/p>\n

Benefits of Digital Transformation<\/h2>\n

Updated company vision<\/strong>
\nThe company vision is modernized and humanized, which earns support from digital customers.<\/p>\n

Thriving culture of innovation<\/strong>
\nThis effort creates buzz within the organization and inspires a company culture of innovation and the ability to innovate in product and service development.<\/p>\n

Improved customer journey<\/strong>
\nCustomers continue naturally every step of the their journey, which improves conversions and outcomes.<\/p>\n

Greater competitive advantage<\/strong>
\nBusinesses build competitive advantage that executives recognize.<\/p>\n

Increased internal collaboration<\/strong>
\nCollaboration significantly improves between business functions.<\/p>\n

Empowered workforce<\/strong>
\nLeadership and employees feel empowered through education.<\/p>\n

Improved efficiency<\/strong>
\nDecision-making and processes become more efficient across departments.<\/p>\n

Deeper data analysis<\/strong>
\nBetter understanding of what\/where data is across the organization, which translates into the ability to infer insights and deepen customer analysis to prove ROI.<\/p>\n

Increased customer conversions and loyalty<\/strong>
\nA true 360-degree, seamless customer experience contributes to increased conversions and customer loyalty.<\/p>\n

While digital transformation means different things to different people, its concept becomes a mantra for earning relevance and establishing leadership in a digital economy.<\/p>\n

Change begins with you\u2026<\/em><\/p>\n

Please take a moment to download the report now<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

We\u2019re under attack! Social, mobile, real-time, cloud, big data\u2026it\u2019s coming at us all at once! Rather than miss out, many brands are jumping from trend to trend as a way of staying relevant in an increasingly digital market. Facebook, Twitter, Youtube, Foursquare, Instagram, Pinterest\u2026we\u2019re covered. We have and had a strategy for a while now. … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,964],"tags":[],"class_list":["post-5436","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-briansolis"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5436"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5436\/revisions"}],"predecessor-version":[{"id":5439,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5436\/revisions\/5439"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}