Digital transformation is changing the face of modern business at an alarming pace. Yet whilst consumer desire for these services is only going to increase, many organisations have been slow to get with the program.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.
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. The age of the desktop – maybe even that of the laptop – is virtually over. So, if you aren’t planning for a proliferation of devices and a myriad of 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 gets started. The next five to ten years will bring changes on a scale even greater than anything we’ve seen so far: 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.