How to Approach Customer-Focused Digital Transformation

Archived Published: 28 October 2013 ID: G00255326


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Approaching customer-focused digital transformation within traditional project structures doesn't work. CMOs should use this research to complement their customer knowledge when leading or participating in digital business transformation initiatives.

Table of Contents

  • Analysis
    • What Is a Customer-Focused Digital Transformation Initiative?
    • What Do These Initiatives Look Like?
    • How Are Such Initiatives Managed?
    • How to Approach Customer-Focused Digital Business Transformation
      • Keep Your Core Team Small
      • Revisit the Organization's Vision
      • Dissect the Customer Experience
      • Engage Cognitive and Behavioral Scientists
      • Approach the Old and New in Parallel
      • Get Inspiration Outside Your Industry
      • Apply Agile Marketing Principles
      • Address Gaps in Digital Leadership
      • Recruit Outside Help
    • Conclusions
  • Gartner Recommended Reading
© 2013 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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