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Customer Engagement Infrastructure and Operations

Successful Digital Strategies Provide Crucial Link Between Front End and Back End

New report from Capgemini finds that ‘digital masters’ use technologies to link customer experience and internal operations

One of the big roles that a strong digital transformation can have is that it can help large organizations finally get their back-end internal operations better in sync with how they meet customer demands. It sounds like a no-brainer, transformation or no, but according to a new report out from Capgemini Research Institute, most businesses first starting out on their digital journeys don’t do this very well.

In the 12th edition of its annual “Digital Transformation Review,” Capgemini found that 71 percent of digital masters use digital technology to link customer-facing and operational processes in new ways. Compare that with just 38 percent of average companies that do so and a miniscule 15 percent of “beginners.” Similarly, 73 percent of digital masters incorporate both customer experience priorities and internal operations into their digital transformation vision, compared with only 15 percent of beginners.

In order to achieve these objectives, the cream of the digital crop is focusing more on cultural changes than on technology, Capgemini says.

“Digital masters establish a digital culture in their organizations by focusing on data-driven decision making, experimentation, and customer-centricity, among others,” the researchers wrote. “Nearly two in three digital masters agree that customer-centricity is at the heart of everything they do, compared to just 11 percent of beginners.”

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