Even when explicitly defined, the term ‘digital transformation’ is still misunderstood.

Throughout their interviews, Altimeter “found digital investments have evolved beyond a follow-up to investments in traditional touchpoints and supporting systems. Now, they’re leading the way toward transformation.” Transformation not only of how such companies interact with customers, but also how they rise to the Digital Transformation challenge via internal reorganization.

Changing customer behavior, then, is called out as one example of transformation, and mobile leads the way. The report adds: “the essence of digital transformation comes down to people and how their digital behaviors differ from that of the traditional customers before them.”

SO DIGITAL TRANSFORMATION IS AN ENTERPRISE PHENOMENA: “Companies revealed this surprising level of ignorance in spite of Altimeter’s clear definition of Digital Transformation: “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.”