The digital world has changed the way we communicate, do business, buy products and entertain ourselves. Yet whilst consumer desire for these services is only going to increase, many organisations have been slow to get on board with digital transformation.
Although most have accepted that ‘this digital thing’ is here to stay, archaic reporting structures and silos within existing business practices often prevent joined-up thinking when it comes to the end-to-end customer experience.
As such, digital transformation projects are being implemented in a fragmented, piecemeal fashion, without a clear focus on the user experience — and in a way that often lets down the wider brand.
PLAN FOR TOMORROW, TODAY
You don’t have to be a digital transformation expert to know that mobile and device usage is pretty much ubiquitous. So if you aren’t planning for a proliferation of devices and different but integrated user experiences, chances are your plan is already redundant.
Any digital transformation plan focused solely on today’s patterns of user behaviour will be obsolete before it begins. The next five to ten years will bring changes on a scale even greater than anything we’ve seen so far: AI, big data, smart algorithms, personalisation, one-to-one marketing relationships and nanotech — all are set to revolutionise our lives in ways we’ve barely begun to understand.