Companies know they want to be digital businesses. They want to launch that next captivating mobile app, turn their data into smarter decisions, and use cloud services to be more responsive to shifting computing demands. But looking like a digital business is a lot easier than being one.
Many companies testing the digital business waters will be content to take baby steps that make them feel like a digital business but don't really accomplish much for their customers, warns Mark McDonald, managing director and digital business strategy lead at Accenture.
Being a digital business requires an outside-in view, where you ask: What do my customers need, and how can I use new technologies to do something for them that will eventually become revenue for me?
Companies that only "look and feel digital" view customers from the inside out and end up applying new technologies that make life easier for employees but don't do much to make customers happier.
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