Research reveals obstacles for organisations in engaging next generation customers
Well over half of European firms believe their cloud strategy will fail to support digital transformation.
Rapidly changing customer needs and expectations are putting pressure on businesses to prioritise investment in digital transformation initiatives.
Nearly two-thirds (65 percent) of IT and business leaders across EMEA consider their organisations to be digital enterprises today. But just 43 percent are confident their cloud strategy supports their digital transformation and data management initiatives planned for the next 12-24 months.
Nearly three quarters (72 percent) believe a complete customer view is very important to differentiate an organisation and its customers’ digital expectations.
And 48 percent stated that digital enterprises are most often characterised by “agility”, while 43 percent cited the delivery of a “seamless and consistent omni-channel experience”.
Obstacles to digital transformation success
More than four in 10 respondents (41 percent) said the use of multiple technology platforms were the top barrier to becoming a digital enterprise. Data management issues further complicate matters.
A third pointed to the need to overcome siloed data, while 30 percent highlighted challenges with differing data formats standing in the way of creating a complete or single customer view.
Ben Morgan, director at Deloitte UK, said: “In today’s digital landscape it is critical that companies can provide a seamless, consistent and integrated customer experience. While IT and business leaders recognise that data management and analytics are a vital part of this, the findings of our survey show an overall lack of confidence in their companies’ digital strategies.”
He said: “In order for businesses to be able to quickly and efficiently select and process relevant information, they must prioritise investing in robust data management processes. This will allow for confident, analytical decision making and effective digital transformation.”
The Deloitte/Informatica research questioned 132 IT and business leaders across Europe.