To provide clarity to an overused term, we published a definition and now share a maturity framework with descriptors. We define digital transformation as: a technological, cultural, and operational shift in which organizations leverage data to deliver customer value, innovate with agility, and sustain vitality. The final word of this definition is the end state: Transformation Maturity Phases of “vitality”. This suggests the organization is architected to be proactive and foster new business growth both internally and externally across an ecosystem of customers, partners, and beyond. So how do companies get to vitality?

As a research firm

we’ve conducted over 200 interviews over the last few years, and have found companies fit into one of these phases. Five Phases of Digital Transformation Maturity: Stunted Awareness Distributed Experimentation Strategic Alignment UK WhatsApp Number Data Responsive Investment Sustained Vitality Phase 1: Stunted Awareness The organization realizes there is an existential need for digital transformation based on customer needs, competitors, and industry, but yet has not taken any actions to begin the process of digitization. Companies who remain in this phase risk losing customers.

To exponentially growing competitors

Phase 2: Distributed Experimentation Deliberate planning is underway, and some boundary-pushing digital experiments begin Greece WhatsApp Number List throughout the organization. They are conducted in disparate silos with disconnected goals, resources, and vision. The risk of staying in this state is a disjointed company both internally, and to the market. Phase 3: Strategic Alignment A formalized digital transformation charter takes shape. It guides customer experience, data strategy, organizational structure, culture, all towards a shared vision. Integration and investments remain limited.