Digital technology has been transforming the brand experience for decades. Customers have adapted rapidly to this new landscape - in fact, they are outpacing most enterprises in the rate of change in their behaviour. By contrast, the continual emergence of new channels and the data they yield is often overwhelming brands’ efforts to deliver a consistent customer experience.
To customers, their data is a valued asset that should be leveraged for a personal engagement. To enterprises, customer data is frequently a challenge with uneven levels of integration, disconnected sources and fragmented processes.
This report presents the findings from a survey across 101 companies to identify their goals for digital transformation and data integration, together with the obstacles they encounter. It reflects the approach of clients (73.3% of the sample) and their business partners (26.7%). Where there is a commonality between these groups (such as core concepts and activities), their responses are presented in combined form. Where they differ (such as clients’ internal focus as opposed to their business partners’ external focus), they are shown separately.Based on the findings presented in this report, there are five key issues and recommendations that can be made to support more successful digital transformations.
Download this report by DataIQ and Tealium to explore: