Why Customers Are the Real Drivers of Digital Transformation

By David Roe | CMS Wire

It’s hard to imagine any business surviving long-term without embracing the opportunity to transform at least key parts of their business. The reason is simply that the pressure to transform is coming not from within, nor from tech vendors looking for the next big thing, but from customers themselves.

Consumers and B2B buyers want a buying process that is simple, fast and highly tailored to their needs, said Geoff Webb, VP of product marketing at PROS. The capacity to deliver that experience, at scale and speed, will only come when digital selling becomes part of the strategy the business adopts. In the end, digital transformation, real transformation, is about changing the customer experience, and that isn’t an option any more — it’s a survival imperative.

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