A decade ago, the digital transformation agenda began heating up. Rightly fearful of disruption, enterprises with longstanding business models were suddenly on the hook to serve the increasing expectations of a rapidly digitizing customer. In 2011, Forrester projected multibillion-dollar markets emerging in mobile, social, and cloud, and that innovation in customer engagement would start to become a critical competitive issue. At first, enterprises tended to focus on customer-facing experiences and processes — those areas where customers would notice an improvement quickly.
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