Adobe’s Jay Dettling, VP of Global Partners & Alliances Program, discusses how the customer journey begins with employees, as well as how data will fuel that transformation.
Digital transformation has become the defining challenge for business in the past decade. Put simply, it’s the process by which companies leverage digital technologies in everything they do—from product to sales to operations and marketing.
As technology continues to change the way people live their lives—both personally and professionally—businesses need to revamp how they operate and relate with internal and external stakeholders. This is a major undertaking and many companies continue to grapple with how to take their digital transformation beyond parity and build it into a true competitive advantage.
According to IDC, global spending on digital transformation efforts will reach a staggering $1.7 trillion by the end of this year—that’s about the same as the GDP for Canada in 2018, the 10th largest economy in the world—and digital transformation spending is up 42 percent from 2017. Yet, half of U.S. business leaders believe their companies are failing to implement digital transformation strategies and 22 percent think their digital transformation efforts are currently useless, according to a recent survey from Wipro Digital.
Too often, businesses leaders get fixated on the technology platform and data strategy they want to achieve first, giving less importance to the critical parallel steps of engaging employees inside the business and the customers who fuel it.
Source : Martech Advisor