In today’s ‘Age of the Customer’, technologies and economic forces provide customers with growing control of their interactions with businesses and organizations. To serve these customers in an increasingly digital and global economy, Accenture has identified the key challenges and the critical skills that businesses must acquire to transform into digitally mature organizations.
In this commissioned study from Forrester Consulting, we tested hypotheses that businesses and organizations are confused by “digital transformation”, with most lacking the skills required to become truly digital organizations.
Browse the key findings and recommendations from the study below.
Download the study [PDF] for detailed graphs, findings, and analyses from nearly 400 organizations spanning the US, Canada, United Kingdom, Germany, France, China, India, Japan, Brazil, and Mexico.
Digital Transformation Webinar
Watch the recorded webinar with guest Martin Gill, VP and Principal Analyst, Forrester Consulting. See more Accenture Interactive videos on our YouTube channel
About the research
In May 2015, Accenture Interactive commissioned Forrester Consulting to evaluate digital transformation among enterprises. To explore this trend, Forrester tested hypotheses that firms are confused about what constitutes digital transformation (and who should drive it), and that many firms don’t have the required skills to transform into digitally mature organizations.
Forrester conducted an online survey of 396 organizations from across the US, Canada, the UK, Germany, France, China, India, Japan, Brazil, and Mexico to evaluate their digital and customer experience strategies. Further, Forrester conducted five phone interviews with respondents of the same profile to gather additional in-depth insights. Survey participants included director-level or higher decision-makers with responsibility for customer experience strategy and/or digital initiatives. Respondents were offered a small incentive as a thank you for time spent on the survey. The study began in May 2015 and was completed in June 2015.
The Customer Experience Is At The Heart Of Digital Transformation
Customers are in control of their interactions with businesses in the digital age. Attracting, winning, and retaining customers requires a concerted effort across the entire organization, with profitability, ROI, and customer satisfaction as key measurements of their progress.
Download the infographic [PDF]
of businesses surveyed now look to digital to help them sell profitably and…
of businesses assess the impact of digital in relation to customer experience
Businesses Are On The Path To Digital Transformation, But Have A Ways To Go
Digital transformation is not a one-time initiative. To digitally transform is to foster a culture of constant evolution and cross-functional collaboration. While most businesses are actively working to develop their digital capabilities, they are far from achieving digital mastery.
of businesses plan to improve the 'online customer experience' in the coming year, but only...
of organizations are ‘completely ready’ to execute digital strategies operationally
Third-party Solution Providers Plug The Gaps And Manage The Drive For Transformation
Most businesses leverage the resources and expertise of third-party solution providers and partners for at least some components of their digital strategy. As digital transformation pervades all areas of the business, however, short-term providers often become ongoing strategic partners.
of firms are using third-party providers for at least one component of their digital transformation, with..
utilizing third-party performance analytics and reporting solution providers, the highest of any functional component
Advocate Digital Transformation And The Customer Experience At An Executive Level
Digital transformation requires company-wide buy-in, with strong collaboration and evangelism from leadership - no one person alone can make it happen. Company culture and education on digital transformation are also key, and a vital part of the plan.
Download the infographic [PDF]
Execute Change Within The Context Of An End Vision
Having a clear vision for the end state is critical to success, even if the vision is a moving target. Standardizing on a core set of technologies that the business can build around is a great way to accelerate change and keep the organization connected.
Be Willing To Take Risks And Learn From Mistakes
Companies and organizations must be willing to take risks and learn from mistakes. Through Agile processes, businesses should adopt the spirit of digital transformation with reasonable risks, streamlined processes, and relationships with third-party solution providers to implement new capabilities over time.
Find Partners Whose Capabilities Complement Your Own
Even digitally mature companies will have new gaps in capabilities as the technology continues to evolve. Enlisting third-party solution providers - those who understand your broader strategies, strengths, and internal capabilities - is often cheaper and faster than building those capabilities internally.
Download the full study from Forrester Consulting and Accenture Digital
Download the Companion Infographic
Digital Transformation In The Age Of The Customer
Business, organizations, and even entire industries are undergoing massive change due to global digital transformation. In the “Age of the Customer,” in which technology and economic forces have put customers in control of their interactions with businesses, companies are actively working to transform their organization, processes, and technology in pursuit of a more effective digital business and a more satisfying customer experience. While companies have made good progress, especially over the last five years, they still have a lot of room for continued development of their digital capabilities.
For detailed analyses and survey results, download the complete Forrester study commissioned by Accenture Interactive [PDF, 410 KB], or download the companion infographic [PDF, 223 KB].
Director at a US-based insurance enterprise
Europe, Africa & Latin America, Accenture Interactive,
and Global Digital Commerce Lead