With a majority of businesses undergoing a digital transformation this year, CIOs need to take a more active role to emerge successful, according to a new report from technology advisory firm Altimeter Group.
Altimeter's "2014 State of Digital Transformation" report defined digital transformation as "the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touch point in the customer experience lifecycle."
Some 88% of executives and digital strategists indicated that their company is undergoing a formal digital transformation effort this year, according to the report. But only one quarter said they mapped out the digital customer journey and have a clear understanding of new digital touch points.
"We had learned in other research that businesses small and large tend to suffer from shiny object syndrome, meaning they consider tech first and strategy second," said Brian Solis, principal analyst at Altimeter, in an interview. "We found that people are still investing in technology without looking at it long-term. They all can benefit from learning how digital customers are different, which will inspire and inform them of what their next steps should be."
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Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio