Investing in customer experience and building an infrastructure to support a customer-first approach is widely regarded as the next competitive advantage. In fact, customer experience is so important, that it represents one of the most effective catalysts for guiding businesses through meaningful digital transformation.
Digital transformation is one of the most important trends in business as it is driving change at every level. And it’s also one of those terms that means different things to different people. Over the years of studying the subject, I came to define it this way…
Digital transformation as the realignment of, or new investment in technology, business models, and processes to create new value for customers and employees and more effectively compete in an ever-changing digital economy.
According to The Global State of Customer Experience 2016, a report by Zarina de Ruiter, digital transformation was in fact one of the top priorities among executives around the world. The study focused gauged the views of global leaders – across all major industries – within customer experience, service, insight, digital and marketing, on the changes that will be defining the industry in 2016. In the survey, respondents were asked where they are today and what stage in their digital transformation they are planning to reach in 2016. The report found that half of the participating companies were situated in the early planning and implementation stages of digital transformation. The choices ranged from early planning and implementation to established, advanced and mature.
But what defines each stage of digital transformation and how do companies progress from left to right?
This is a question that I’ve long considered. Over the last several years, I set out to develop a maturity model that categorized business evolution around customer experience. I also set out to identify the attributes of each stage to help executives and change agents validate their work and also provide an informed path forward.
The maturity model is organized into six distinct stages:
Collectively, these phases serve as a digital maturity blueprint to guide purposeful and advantageous digital transformation.
I invite you to download the result of this work, “The Race Against Digital Darwinism: Six Stages of Digital Transformation.”
This report introduces each of the six stages as a self-contained phase, offering a narrative and a checklist to guide the journey. While presented in a linear format, our research shows that companies may span multiple stages at once depending on their goals, resources, and overlapping initiatives. Please use this framework to validate, benchmark, and map your company’s progress toward digital literacy and leadership.
Altimeter publishes the first complete maturity model for companies undergoing a digital transformation.
A new research brief from Brian Solis talks about how digital strategists can succeed by taking an “OPPOSITE” approach to business as usual.
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Brian Solis talks about marketing to Generation “C” at the Adobe Summit EMEA in London.
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I recently partnered with Genesys to explore the state and future of customer experience (CX).
Customer experience is meant to be evocative, not reactive, and the current state of call centers isn’t helping.
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These last few years have been an interesting ride. As fun as it has been, it is the next few years that will be the most telling and also transformative if all goes according to plan.
In a late 2013 study, Gallup found that only 13% of workers actually feel engaged at their jobs. What’s worse is that 63% of the workforce is not engaged at all.
When I published the first in a new series of reports exploring the state and future of Digital Transformation, it was almost the antithesis of a typical technology report.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
Last month, we published our report, The State of Social Business 2013, based on data and analysis from four years of Altimeter’s annual digital strategists’ survey. Today, we’re happy to release the data charts from that report, in a downloadable, easy to share PowerPoint presentation that you can take and inject in your own presentations.
By now you’ve more than heard about Yahoo’s massive $1.1 billion acquisition of Tumblr. The deal is done, another Internet entrepreneur and early employees become multimillionaires, Marissa Mayer’s Yahoo earns a new shot at digital relevance, and hundreds of millions of Tumblr users go about their Tumbling life as if it were just another day.
The potential for social influence is enormous on both sides of the equation. Services that rank and identify “influence” open the door to new opportunities for businesses to cultivate mutually beneficial relationships with digital tastemakers and authorities.