The Nimbus Ninety Digital Enterprise Trends Research 2015 (EDTR) - released now - finds that while 88% are undertaking or preparing to undertake digital transformation, only 41% have a clear strategy for doing so. The EDTR report, sponsored by Kcom, is backed by case studies on Tesla Motors, Virgin Atlantic and Monsoon Accessorize.

Click here to view and download the Nimbus Ninety Enterprise Digital Trends Report 2015 as a PDF.

Key findings:

• 88% of organisations are digitally transforming – but just 41% have a clear strategy for doing so
• Four in five organisations (82%) are undertaking digital transformation in reaction to changing behaviours and expectations among their customer-base
• Despite this, organisations are ill-equipped to understand their customers and act on insight – less than half (47%) having efficient processes for sharing customer insight data between departments and channels
• Digital transformation is now a constantly evolving process for more than half (51%) of all organisations
• CEOs are a key stakeholder in 60% of organisations’ transformations

Report findings backed by case studies on Tesla Motors (open source innovation); Virgin Atlantic (Google Glass and cross functional innovation); and Monsoon Accessorize (digital innovations on the high street)

Almost nine out of every ten organisations (88%) are currently under way with or preparing for digital transformation – but just 41% have a clear strategy for doing so.

This concerning combination was the chief finding from Nimbus Ninety’s Enterprise Digital Trends Survey – carried out among more than 250 members of the company’s senior executive community.

The results are released today (Nov 4) within the Nimbus Ninety Enterprise Digital Trends Report 2015: ‘Business redesign for customer-centric digital transformation’. As well as the results of the survey, the report features case studies on the way that household name organisations such as Virgin Atlantic, Monsoon Accessorize and Tesla Motors have reorganised their businesses to take advantage of cutting edge new technologies.

The research also found that while four in five organisations are undertaking digital transformation as a reaction to the changing needs of their customers, the organisations are seemingly ill-equipped to effectively understand those customer requirements and then react to them.

Currently, only two-thirds of organisations (67%) feel they have adequate facilities to achieve meaningful feedback on the way that their products and services are consumed, and less than half (43%) have the means to analyse customers’ sentiments.

Organisations also appear ill-equipped for maximising the value of customer data, with less than half (47%) having efficient processes for sharing customer insight data between departments and channels. Little more than a third of respondents (37%) have the ability to determine and adapt user experience journeys by previous interactions.

Nimbus Ninety founder and managing director Emma Taylor said:

“It’s clear we’re in the midst of enormous, technology-driven shifts – in the ways we do business, how we live our daily lives, and in the very fabric of our society.

“Our customers are becoming increasingly technologically savvy and are demanding more, faster. Technology is evolving at an ever quickening pace and we’re struggling to keep up. And our vision of what’s around the corner becomes shorter and shorter each year.

“The survey shows that the vast majority of organisations understand that they need to make significant changes to their operating paradigms in reaction to these trends. But it also shows that they must do more to get their house in order to make their transformation effective and sustainable. We look forward to helping our members on their digital transformation journeys and celebrating their successes.”

Nimbus Ninety was partnered in the research by UK-based information and communications service provider Kcom, which is focused on helping organisations to digitally transform their internal and end user systems.

Paul Dewar, Head of Market Development at Kcom, said: “Although digital transformation is now an undeniable business reality, there is still considerable debate around the motivation for this disruption. However, this year’s study may have finally answered the question, as an astonishing 82% of organisations surveyed consider digital transformation as a response to changing customer behaviours. This escalating significance of the customer both echoes our experiences and validates Kcom’s continuing focus on building engagement into the heart of our digital transformation approach.

"When it comes to realising the potential of new technologies to drive customer engagement, legacy infrastructure remains the primary obstacle for organisations to overcome. In the future, organisations will have to find ways to leverage their legacy IT and existing investments into a responsive system that will continue to adapt to the pace of change. Building interoperability and third party elements to enable new systems is a good place to start, but organisations also need to consider their plans to upgrade and scale infrastructure as the needs of their end users evolve.

"Finally, internal collaboration must take centre stage in any transformation strategy. Enabling the flow of knowledge and ideas between departments and individuals could open up new avenues of innovation and differentiation for every organisation - facilitating this revolution will certainly be Kcom’s focus in the coming year.”

The Nimbus Ninety Enterprise Digital Trends Report 2015: ‘Business redesign for customer-centric digital transformation’ is being released to coincide with Nimbus Ninety’s third IGNITE forum.

The two day forum, held at The Worx venue in Parson’s Green, London, features a wealth of inspirational thought leadership and case study presentations from market leading companies, innovators and technology providers.

Speakers include Jaguar Land Rover, who are also bringing their latest connected Range Rover Sport, Google, Samsung, Tesla Motors, EDF Energy, Amazon, Splunk, Specsavers, BBC Worldwide, Holition and dozens more.