Outdated Tech Hinders DT
March 21, 2017
across industries recognize the need for digital transformation and
understand how inefficiencies in their digital strategy directly impact
their user experience. But gaps in organizational and technical
infrastructure make it difficult for businesses to adequately address
user needs across all digital channels.
Released today, the Executing Digital Transformation study, conducted by
PointSource, reveals that most organizations are already aware of their
shortcomings. After surveying 300 decision makers in marketing, IT and
operations, results indicate that businesses are struggling to make
decisions with end users in mind in the key areas of direction,
technology, experience and culture.
In fact, 42 percent of respondents say their organization’s digital
strategy lacks clearly defined business objectives with measurable key
performance indicators (KPIs), and nearly half (48 percent) report that
their organization’s digital strategy does not provide a clear
understanding of audiences.
“The Executing Digital Transformation study provides a much-needed
360-degree perspective of digital transformation for industry decision
makers, addressing the four key areas -- direction, experience, culture
and technology -- and how they work together to create a solid
organizational framework,” says Gregory Ng, VP of Digital Engagement,
“It’s within that structure that organizations are able to adapt and
truly meet users’ needs across a variety of channels and devices. But we
found that for many, the path to get there feels overwhelming. The
findings from the study provide practical insights that help
organizations take the first steps to pursue a successful digital
transformation and overcome common internal roadblocks.”
Key findings of the report include:
● Organizations lack direction and clearly-defined business objectives -
While organizations may be optimistic, they lack confidence in their
vision for the future. Less than half (44 percent) of survey respondents
say they are extremely confident in their organization’s ability to
achieve its vision for growth.
Organizations struggle to provide the right customer experience across
platforms - Organizations lack data and understanding of their key
audiences. One in five respondents (21 percent) feel their organization
does not do enough in-person research to understand its audiences.
● Organizations have disparate
cultures that create barriers for digital transformation - Departments
are often siloed and do not regularly collaborate with one another. Only
30 percent of respondents say departments within their organization
always come together to problem solve.
● Organizations are using outdated
technologies which hinder the customer experience - Existing systems
limit digital development. Eighty-four percent of respondent say their
organization has disparate legacy systems that impact the speed of
development of new digital experiences.
These four key areas of digital transformation consist of eight critical
components that must be addressed in order to meet external and internal
business needs and deliver a seamless user experience.
“Existing processes and even architectural decisions that have driven
organizational success in the past can feel culturally difficult to
change, but putting off these introspections will make it increasingly
difficult for organizations to thrive in our evolving digital
landscape,” said Stephanie Trunzo, COO and Chief Digital Officer at
PointSource, “The user experience is the key to business success, and
effectively engaging users requires not only an updated digital
strategy, but also support across the entire organization.”