Why Digital Transformation is a Process not a Project

by: Mary Ellen Poindexter, Chelsea Heath, Matt Oberlin and Lauren Smith

Regardless of the industry, companies are recognizing that undergoing a digital transformation is not an option, it’s an imperative. It’s therefore essential that companies transform the way in which they operate with data. Companies cannot afford to keep data about customers siloed, with contact center data separate from online and in-person interactions. Yet the disconnect between all these disparate datasets is an all-too-common reality for many businesses. This is in part a holdover from the age of data warehouses and spreadsheetbased data analysis, and also due to the difficulty of changing organizational operations wholesale.

Taking a journey science approach to digital transformation means you get an accurate map of how your business is operating and run. The journey approach can reveal a great deal about how companies operate as a whole, which leads to long-term success. Companies need to know how and why consumers interact with them and how they respond to those interactions. They need to know how each of their departments runs. And only once they know this can they then implement measurements that better help them track improvements and changes. These benchmarks are key to knowing how many customers businesses have in each channel and how they can increase the numbers in digital channels over time.

Read the Digital Transformation White Paper:

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Written by Mary Ellen Poindexter

Mary Ellen Poindexter is a Managing Director at ClickFox. She is responsible for strategic client account relationships, deployment and delivery. Mary Ellen oversees a team of professionals who deliver journey construction, journey analytics, and consulting services accompanying software implementations. She works with clients to develop big data analytics strategies and ensures teams deliver actionable insights and impact. Previously, Mary Ellen served as Director of Analytics and Engagement Manager for multiple ClickFox clients and has been with ClickFox for 12 years. Prior to joining ClickFox, Mary Ellen worked at IBM within the International Sales and Support organization. She holds a B.A. in French Literature from Stetson University and an MBA from the University of Georgia.

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