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Improving the Customer Experience Is Key to Digital Transformation

Investing in better online commerce platforms also a focus, study finds

October 17, 2017

Marketers talk a big game when it comes to prioritizing digital transformation, but executing innovative digital campaigns using siloed or outdated technology isn’t easy.

An August 2017 survey from research firm Altimeter asked digital transformation professionals in five countries (US, Canada, the UK, France and Germany) where they were focusing resources to implement digital transformation at their company. It found that almost half (46.6%) were investing in creating a seamless customer experience across all social, mobile, web and ecommerce efforts.

Leading Digital Transformation Initiatives at Their Company According to Digital Transformation Professionals Worldwide*, Aug 2017 (% of respondents)

Nearly the same percentage said they were investing in better ecommerce and mcommerce platforms and processes. And 43.0% of respondents were funneling resources to modernize IT infrastructure and technologies that underpin digital efforts to increase agility, flexibility, manageability and security.

A substantial number of respondents, 42.0%, also wanted to expand research efforts into better understanding the customer journey and digital touchpoints.

Obviously, most marketers have yet to complete a digital transformation of their business. But most at least understand the importance of such endeavors. According to research from Couchbase, almost 70% of US digital transformation leaders polled in June 2017 believe that improving the customer experience is a “very important” benefit of digital transformation.

—Maria Minsker

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