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Altimeter Report Refines ‘Digital Transformation’ Definition, with Brian Solis in CMO

Altimeter Group

As quoted in CMO:

Investing in digital technologies--such as social media, mobile, big data, and the cloud--is all well and good. But doing so does not mean a company is in the midst of a “digital transformation,” according to a new Altimeter Group report...

Altimeter defines digital transformation as the alignment of, or new investment in, technology and business models to more effectively engage digital customers at every touch point in the customer experience life cycle. According to Brian Solis, principal analyst at Altimeter, companies need to undergo a digital transformation to make it in today’s world.

“Employees are getting younger, and the way they want to work and learn is different,” Solis told in an exclusive interview. “Customers have changed, too. The way they go through the discovery process and the way they make decisions are different. The technology is different. A lot of what businesses have done to date has been based on legacy: legacy technology, methodologies and processes. And all the while businesses got further away from people. What’s happening is all this technology and advancements--social mobile, wearables, what have you--are making people matter again.”

Read the rest of this article on CMO.