Gartner Research

How to Approach Customer-Focused Digital Transformation

Published: 28 October 2013

ID: G00255326

Analyst(s): Richard Fouts

Summary

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

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