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.
Charlene Li takes a look at what areas of digital transformation companies should invest in as the year begins.
Lessons from the digital disruption of the music industry.
A new survey from CMO Council and Pega Systems shows that data-driven customer engagement still has a long way to go.
Altimeter’s Susan Etlinger is a guest contributor to a new report from the World Economic Forum, prepared by the Global Agenda Council for Social Media.
The new areas of focus for Altimeter’s research team in the New Year.
Watch the recorded webinar and download the slides of Altimeter’s presentation of “The Customer Experience Cloud”
A new book by Altimeter’s Brian Solis underscores the importance of great design and empathy in creating lasting customer experiences.
A new Altimeter report gives companies a roadmap for unifying their teams and technologies around building a unified customer experience across all brand interactions.
Customer experience is no longer just the responsibility of marketing, martech must be used by the sales and service teams as well.
Brian Solis talks about marketing to Generation “C” at the Adobe Summit EMEA in London.
How to get your business noticed in a sea of content and media.
Oracle announces long-awaited web, data, and commerce integrations for its Marketing Cloud, highlighting its big ambitions for a unified offering of all its enterprise platforms.
I recently partnered with Genesys to explore the state and future of customer experience (CX).
Sprinklr is taking on the marketing cloud bigwigs with the release of its Content Lifecycle Management platform.
We answer all the questions we couldn’t get to during our webinar on the mobile-only customer experience.
Why it’s not enough to simple be present on every digital channel
The essential steps you need to take to start building your customers’ mobile experiences.
Consumers will soon demand mobile-only experiences from the brands that engage them. Our report identifies the steps companies can take to start thriving in this new reality.
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.
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.
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
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?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
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.
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.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
“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.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there.
This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
The End of Business As Usual explores each layer of the complex consumer revolution that is changing the future of business, media, and culture. As consumers further connect with one another, a vast and efficient information network takes shape and begins to steer experiences, decisions, and markets. It is nothing short of disruptive.
What’s a crises? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.
Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.