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Digital Transformation Projects Rank High in Importance to Marketing Leaders

Improving customer service is just one benefit, study finds

August 4, 2017

Marketers are at different stages of digital transformation. Some are just beginning the transformation process, while others are unsure of what it really involves. But according to a new study of US digital transformation leaders, many agree that digital innovation comes with many advantages.

The research from Couchbase, an open-source software company, found that improving customer experiences and increasing profitability of services and products are widely considered some of the important benefits of digital transformation.

Importance of Select Benefits of Digital Transformation Projects According to US Digital Transformation Leaders, June 2017 (% of respondents)

For example, more than nine in 10 respondents (95%) thought improving the customer experience was an at least somewhat important aspect of digital innovation, while nearly as many (89%) said the same about creating services and experiences that stand out from the competition.

In fact, a majority of respondents thought each of the digital transformation projects cited in the study was important.

According to Couchbase, many respondents felt that businesses that can’t keep up with digital innovation will survive less than five years before going out of business or being absorbed by a competitor. What’s more, 80% of respondents were already concerned that their own organization could be at risk of being surpassed by a rival.

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