Altimeter-2018-2019数字变革报告（英文）-2019.2-31页_2mb

Summary of "The State of Digital Transformation" (2018-2019 Edition)

Core Content

This report outlines the current state of digital transformation (DX) in enterprises, highlighting its evolution from a technology-centric initiative to a holistic business transformation. It emphasizes the growing importance of digital transformation as a strategic movement that impacts the entire organization, not just IT departments. The report includes insights from surveys and interviews, providing a comprehensive view of the trends, challenges, and priorities shaping DX in 2018.

Main Points

• Digital Transformation as a Strategic Movement: Digital transformation is now recognized as a key driver for business growth and competitiveness, impacting all areas of the enterprise. It's no longer confined to IT but involves cross-functional teams and leadership.
• Leadership and Ownership: CIOs are the most common owners or sponsors of digital transformation initiatives (28%), with CEOs increasingly taking a leadership role (23%). Boards are also emerging as sponsors (14%), signaling a shift in perception and support for DX.
• Cross-Functional Collaboration: Digital transformation committees and teams are becoming more formal and cross-functional, with a growing number of companies (51%) reporting the existence of a formal steering committee with executive support. These teams are essential for driving meaningful change across the enterprise.
• Focus on Customer and Employee Experience: While customer experience (CX) remains a top priority (54% short-term, 57% long-term), employee experience (EX) is also gaining traction. Organizations are increasingly investing in EX to foster innovation and agility.
• Technological and Operational Upgrades: Companies are prioritizing the development of agile IT infrastructure (45% short-term, 49% long-term) and modernizing their operational models to support innovation and competitiveness.
• Regulatory and Market Pressures: Regulatory standards like GDPR are becoming significant drivers for DX, alongside market pressures and growth opportunities. These factors are pushing organizations to modernize their practices and systems.

Key Drivers of Digital Transformation

• Exploring Growth Opportunities (51%) – The leading driver for DX in 2018.
• Increased Competitive Pressure (41%) – A major motivator as digital engagement becomes standard.
• Regulatory and Compliance Standards (38%) – Especially influenced by GDPR and data breach scandals.

Challenges in Digital Transformation

• Organizational Buy-In: Many companies still perceive DX as a cost center (28%), and data to prove ROI is scarce (29%).
• Cultural Resistance: Entrenched viewpoints and resistance to change (26%) remain significant barriers.
• Legal and Compliance Concerns: These are also a challenge, with 26% of companies citing them as an obstacle.
• Lack of Customer Research: 41% of companies are investing in DX without thorough customer research, indicating a gap in understanding customer behaviors and expectations.

Six Stages of Digital Transformation

1. Business as Usual: Organizations operate with traditional methods, not yet embracing digital change.
2. Present and Active: Experimentation begins, focusing on specific touchpoints and processes.
3. Formalized: Initiatives become more intentional and supported by executive leadership.
4. Strategic: Collaboration across departments becomes a strategic priority.
5. Converged: A dedicated team is formed to guide DX efforts aligned with business and customer goals.
6. Innovative and Adaptive: DX becomes a way of doing business, with a focus on continuous innovation and agility.

Areas of Focus for Digital Transformation

• Customer Touchpoints and Journeys (54% short-term, 57% long-term)
• Modernizing IT Infrastructure (51% short-term, 45% long-term)
• Marketing and Digital Capabilities (42% short-term, 45% long-term)
• Customer Service and CX (40% short-term, 39% long-term)

Executive Priorities for Digital Transformation

• New Training Programs (57%) – To update legacy skills and adapt to digital changes.
• Recruitment of Digital Talent (53%) – To support DX initiatives with the right expertise.
• Creating a Culture of Empowerment and Innovation (48%) – A significant increase from the previous year, indicating a shift in focus toward human-centric transformation.

Trends in Cross-Functional Teams

• Growing Committee Sizes: 48% of cross-functional teams have eight or more full-time employees, up 140% from 2017.
• Diverse Departmental Involvement: IT remains a dominant player (76%), but HR and sales/channels are becoming more involved, with HR participation up 300% and sales/channels up 115%.
• Decreased Marketing Involvement: Marketing's role in steering committees has decreased by 51%, likely due to its more specialized focus on CX and EX.

Conclusion

Digital transformation is maturing into an enterprise-wide movement, with a growing emphasis on collaboration, culture, and the integration of technology with human factors. While CX continues to be a primary focus, EX and innovation are becoming increasingly important. The report highlights the need for more strategic investment in DX, better cultural alignment, and the importance of data-driven decision-making to ensure long-term success and ROI.