Digital denial documented

LAN631 Digital denial documented

Global software company, Progress, has undertaken a survey to assess organisations’ approach towards and progress with digital transformation. It finds a significant percentage of them in ‘digital denial’.

Progress surveyed some 700 C-Level/VP decision makers,heads of marketing, digital and IT, developers, IT architects, directors, engineers and line of business managers from around the globe. Fifteen percent were in Australia.

Eighty six percent of respondents said they might have two years to make inroads with digital transformation before they begin to suffer from financial or competitive threats.

However this does not quite tally with two other reported findings of the survey: 55 percent said they might have a year or less, and 59 percent were worried they may be too late already.

There also does not seem to be widespread recognition that digital transformation needs to be driven from the top.The survey report notes: “It is also widely recognised that this transformation is much more than technology alone. It is a transformation of an entire organisation to become more agile and deliver compelling customer experiences.  Although this includes customer facing apps and websites, it is a top to bottom rethink of what it means to operate in a digital world, requiring changes to the way an organisation operates—inside and out.”

However only 49 percent of respondents picked the CEO as the key advocate for digital transformation and 72 percent considered IT as the more likely decision makers and budget holders for digital initiatives.

“The unclear delineation between the CIO, CMO and new CDO begs the question of ownership: Who owns this strategy? Who pays for it?  Who measures it? What exactly are the priorities?” the report commented.

Worse was the extent of conflict between belief and action revealed by the survey: “For every thought leader that understands the need to be digital, there is a subset that live in varying states of denial” the report said. “Of those surveyed, 96 percent of organisations see digital transformation as critical or important, yet 48 percent of those say that it is not a top priority.”

The report concludes: “The state of anxiety about embarking on digital transformation continues to grow, with some fearing it may already be too late. … Digital technologies have already radically transformed every facet of business. … Businesses must move toward a digital strategy that will benefit the customer experience and engagement, improve efficiency and increase organisational excellence or inevitably become a distant memory.”

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