According to a recent report from the Altimeter Group, 88 percent of organizations are undergoing some type of digital transformation. But what does that mean exactly? According to the Altimeter Group it means “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”

Why are companies actively pushing this digital transformation? Because doing so improves the customer experience which increases customer loyalty and helps turn your customers into brand ambassadors and it enables new business models that weren’t possible before. It’s a worthwhile goal but it’s much easier said than done.

Part of the challenge in driving this digital transformation is that, if you don’t have the right technology, it can be difficult. But while investing in process automation or marketing technologies are good tactics, they are only the initial steps that are needed to make the digital transformation come to fruition. To be truly engaged with customers means that companies must align their internal structure and processes with customer needs and interests. It’s not enough to understand the customer journey, have technology and implement new processes. But all of it needs to be integrated to work together. And this integration effort is also one of the biggest challenges since it can involve connecting dozens of systems and disparate silos of information from multiple departments that all need to play nicely together. Needless to say, this type of integration can be an uphill battle.

In order to be truly engaged with customers, companies should utilize Web CMS technology that serves as the hub for delivering content to multiple touchpoints including the company website, social media channels, and mobile devices. Working with a Web CMS that easily integrates with multiple applications will help make sure that companies deliver the best customer experience along every step of the way.

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