Digital Experience

Are you rowing in a circle, or working together to deliver powerful digital experiences?

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Creating compelling, meaningful experiences is hard.  Sometimes it feels like IT and the line of business are working at cross-purposes or speaking different languages.  IT wants to create a secure, scalable platform that they can rely on and run cost-effectively.  The business is looking for tools they can use to quickly understand their audience and create compelling, consistent, content-rich experiences that they can control and modify themselves.

More often than not, there is a disconnect between IT and the business when it comes to deploying digital experiences, and that’s when you end up expending your energy rowing in circles and not making much forward progress.  In a December 2018 Forrester Consulting study, they found that while 61 percent of IT professionals believe their firm has a considerably/completely integrated digital experience strategy, only 48 percent of business professionals feel the same way.  The study, commissioned by IBM, also found that in many cases metrics for these groups are not aligned, which results in the mismatch of priorities and perceptions of success. This misalignment prevents companies from delivering world-class experiences.

Exceptional digital experience requires an integrated architecture of analytics, process, culture, technology, and content, as well as an ecosystem that supports customers, employees, and partners. This does not mean that IT or the business should give up its autonomy; they must instead find opportunities to align their goals, systems, and responsibilities for better results.

Start moving in unison today to move forward faster. Learn more about the challenges of creating exceptional digital experiences, and what the market leaders are doing to drive results. Register to read the Forrester Study1 today.

 

1 “Overconfident And UnderAligned: Digital Experience Transformation Is Harder Than You Thought, Forrester Consulting, December 2018”

 

WW Marketing Portfolio Manager, IBM Digital Experience

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