Ventana Research Analyst Perspectives

Evolution of Digital Commerce Challenged by Technology Barriers

Posted by Ventana Research on Jul 28, 2016 3:23:02 AM

Businesses and customers are ready for a new generation of digital commerce technology, but implementing it is challenged by significant barriers in two basic categories: technology commoditization and the lack of an IT and business framework for delivering great customer experiences.  Regarding the first, for some companies making large IT purchases, the way an enterprise employs CAPEX and OPEX accounting practices to categorize spending on technology may be a deal-breaker when coupled with the time and resources needed to implement and maintain a product. But these subjects are increasingly relegated to the 55-minute mark of conference calls that weigh the pros and cons of available technology. Because while few organizations make a platform purchase based solely on the cheapest price, astute IT buyers now discuss and invest in analytical, data-driven tools for sales, marketing and service, deployed across Web and mobile environments, that help produce differentiated customer experiences and strengthen personalized, real-time digital commerce offerings. That leads to the second key consideration: Improving the customer experience is the top driver for almost three-quarters (74%) of organizations participating in our next-generation customer engagement benchmark research.

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Topics: Sales Performance, Social Media, Mobile Technology, Wearable Computing, Customer Performance, Business Analytics, Business Collaboration, Business Intelligence, Business Performance, Cloud Computing, Operational Intelligence, Uncategorized, Mobile Marketing Digital Commerce