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Doing Digital is Never Done: How to Stay Ahead in Online Marketing

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Phillip Willis
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A new Forrester Consulting report on digital CX has been getting lots of attention for its insights into how companies are doing digital, but ironically, that s an expression that neatly describes a key problem with how companies are making their changes and the most interesting finding from the report itself.

The report, commissioned by Accenture, is based on survey results from 702 online participants and a handful of in-depth interviews for qualitative understanding.

These participants are candid about how they feel they re competing on digital against their peers, how they think they re meeting consumer expectations, how digital is changing CX within the larger context of how it s changing the entire world.

Almost three-quarters of the survey respondents said they expect their digital transformations to be completed within the next four years.

Just 20 percent of the survey respondents said they believe their digital CX transformation is ongoing and comprehensive.

Scientist Natalie Petouhoff explains in an intriguing article that human brains are hardwired to experience flow in ways that minimize disruptions or barriers, or else they become impatient, easily frustrated and move on.

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Phillip Willis
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