Krystal Overmyer discussed Brian Solis’ latest research on digital transformation over at the Content Standard.
It’s undeniable that disruptive technologies have changed the way consumers interact with brands. Still, companies seem to fail to understand both what digital transformation is exactly and what it means for their brands.
According to Brian Solis, Principal Analyst at Altimeter Group, the concept of transforming digitally reflects the quest to understand disruptive technologies. Moreover, transformation implies a realignment or investment in business models that more effectively engage the digital consumer throughout their entire customer experience.
As a starting point, report author Solis suggests asking a simple question: How do your company’s digital customers differ from your traditional customers?
“From there, you learn about journeys, expectations, behaviors, and preferences,” he said in a blog post. “You start to see that the investments you make today are indeed showing signs of decay or irrelevance.”
Solis cautions that digital transformation isn’t just about investing in technology; companies also need to investigate consumer behavior at every stage of the customer life cycle. From there, companies should think about transformation with a holistic, digital-first mindset and should consider technology’s effect on consumer behavior itself.