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Altimeter Group - The Eight Success Factors of Digital Transformation
Altimeter Group - The Eight Success Factors of Digital Transformation
Altimeter Group - The Eight Success Factors of Digital Transformation
Digital transformation is among the greatest catalysts for the evolution of business.
It is a movement that spans beyond the scope of new technologies and systems, while
also representing the modernization of business philosophy, purpose, competitiveness,
and models that shift with evolving audiences. As customers and employees change,
they do so at accelerated velocities that often outpace an organizations ability to
adapt. This exposes critical business functions and processes (marketing, sales,
services and innovation) to inevitable disruption inside and outside the company.
Over the years, Altimeter has consistently focused on an important slice of digital
transformation specific to the digital customer experience (DCX). We define digital
transformation through this lens as:
ORIENTATION:
PEOPLE:
Studying and
engaging your digital
customers will improve
not only the DCX, but also
the overall journey and
experience for
all audiences.
PROCESSES:
In this stage, new business models, organizational charts, and supporting processes, systems, and policies are written to
streamline digital transformation.
Change agents perform an audit of processes and policies to identify roadblocks. Models, processes, and policies are then
either amended or rewritten to support new direction and scale. In our research, we found that change agents drive
transformation to the point of scale, at which point governance work is required to standardize and manage new processes.
This work is eventually managed by a cross-functional workgroup supported by executive sponsors. Over time, the groups
collaboration and planning leads to the development of interim infrastructures to support pilots and the modification of
existing teams and departments.
New models are created to scale and continually enhance the journey and the digital customer experience. This agility
formalizes as each of the next steps unfold.
OBJECTIVES:
STRUCTURE:
ACCOUNTABLE
SUPPORTED
INFORMED
CONSULTED
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TECHNOLOGY:
EXECUTION:
Even the
smallest pilots
have the potential
to trigger big impacts,
moving companies along
the path of digital
transformation
maturity.
An OPPOSITE
approach is the beginning
of innovation.
METHODOLOGY
Over the past three years, Altimeter conducted a series of qualitative interviews with executives that informed this research,
among other reports. We interviewed digital strategists and executives at organizations undergoing digital transformation efforts
about their journey in adapting to the new digital customer experience.
This report includes input from 32 industry stakeholders from large organizations in the following industries: Academia,
Automotive, CPG, Energy, Financial Services, Food and Beverage, Healthcare and Pharmaceutical, Hospitality, Nonprofit,
Real Estate, Restaurant, Retail, Technology, and Telecommunications.
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ABOUT
BRIAN SOLIS
Brian Solis is a digital analyst, anthropologist, and also a futurist. Solis studies the effects of disruptive
technology on business and society. More so, he humanizes these impacts to help people see people
differently and understand what to do about it. He is an award-winning author and avid keynote
speaker who is globally recognized as one of the most prominent thought leaders in digital
transformation and innovation.
Brian has authored several best-selling books including Whats the Future of Business (WTF), The End
of Business as Usual and Engage!. His latest book X, explores the intersection of where business
meets design to create engaging and meaningful experiences.
JAIMY SZYMANSKI
Jaimy Szymanski is an industry analyst, focusing on how organizations adapt their digital strategies
and core business models to serve the new connected customer. She has authored multiple research
reports and artifacts on the topics of digital transformation, the autonomous world, consumer mobile,
customer experience, and the Internet of Things. Jaimy provides independent research and advisory
services to companies in varied industries that are affected by emerging technologies.
ABOUT ALTIMETER
Altimeter, a Prophet company, is a research and strategy consulting firm that helps companies understand
and take advantage of digital disruption. In 2015, Prophet acquired Altimeter Group to bring forward-thinking
digital research and strategy consulting together under one umbrella, and to help clients unlock the power
of digital transformation. Altimeter, founded in 2008 by best-selling author Charlene Li, focuses on research
in digital transformation, social business and governance, customer experience, big data, and content strategy.
Strategy Consulting. Altimeter creates strategies and plans to help companies act on business and
technology trends, including ethical and strategic data use and communications. Our team of analysts
and consultants work with global organizations on needs assessments, strategy roadmaps, and pragmatic
recommendations to address a range of strategic challenges and opportunities.
Education and Workshops. Engage an Altimeter speaker to help make the business case to executives
or arm practitioners with new knowledge and skills.
Advisory. Retain Altimeter for ongoing research-based advisory: conduct an ad-hoc session to address
an immediate challenge; or gain deeper access to research and strategy counsel.
To learn more about Altimeters offerings, contact sales@altimetergroup.com.
Altimeter, A Prophet Company
1 Bush Street
San Francisco, CA
94104
Tel: 415 699 7612
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