Improving the overall customer experience is a top business priority for Australian organisations looking to transform their digital business according to a new study from Accenture.
'Improving the customer experience' topped the list with the most number one rankings (31 per cent), followed by 'growing revenues' (20 per cent) and 'improving differentiation' (11 per cent).
'Improving customer satisfaction' was also listed as one of the top three motivations for digital transformation, followed b 'increasing profitability' and 'improving time to market for new initiatives.'
Chasing changing customer behaviour and expectations are a top priority, Michael Buckley, managing director of Accenture Interactive A/NZ said.
"In order to equip themselves for true digital transformation, Australian organisations must establish new digital governance and transformation management processes, as well as foster a culture of digital innovation."
Australian organisations are focusing on digital to make customer interactions more engaging: 64 per cent are planning to improve the cross-channel customer experience, 50 per cent want to improve the online customer experience and 50 per cent are looking to add or improve their mobile offerings.
Only 29 per cent want to improve their in-store experience.
Key challenges in organisation are who sets the digital agenda at the C-Level, whether the technology can handle said ambition, and measurement metrics to determine whether they are successful.
The study, titled “Digital Transformation in the Age of the Customer,” is based on a survey of nearly 400 decision-makers in companies globally.