More than three quarters of companies don’t have right resources to inform digital strategy

More than three quarters of companies don’t have right resources to inform digital strategy
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Do you believe that your business has the right resources to understand where it should be going with its digital strategy? A new report conducted by Forrester Consulting suggests that more than three quarters (78%) of organisations don’t.

The respondents said they did not believe that their organisations had the digital performance analytics capabilities required in order to inform digital strategy – both now and in the future.

Although those surveyed for the report realised the relevance and importance of customer experience in what they were doing, and put it at the heart of their digital strategies, the lack of a comprehensive monitoring and analytics process is hampering such efforts, risking a poor customer experience as a result.

The study, commissioned by digital business optimisation specialists Keynote surveyed 200 line of business and IT professionals across businesses with 1,000 plus employees in North American and Europe in order to understand their view on their digital transformation strategies.

The results, in Mind the Gap: a Study of Digital Strategy and Alignment Between Business and IT, found that for most (54%) improving the quality and performance of customer experience was the most important factor to them as they looked to improve the success of their digital initiatives over the next 18 months.

“The digital transformation mandate is now well known. However, as the study from Forrester reinforces, the success of digital initiatives is wholly dependent on the customer experience,” said Aaron Rudger, director of product marketing, Keynote. “Without equal visibility into digital performance, for both IT and line of business, organisations will struggle to meet customer expectations in the new digital norm, and risk losing business to competitors who can.”

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