"In today’s economy, there are very few businesses that haven’t been affected by some form of digital disruption. Disruption is good, it keeps us on our toes and we strive to keep innovating; as a result we continue to ‘wow’ and delight the customer. Most of all this is how we create an emotional contrast and appeal to the end customer. Without this its just another faceless interaction "

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In most organisations, the digital strategy appears as digital hot spots. Created and driven by local digital teams, this is often done in isolation and most likely disconnected from the rest of the organisation, creating another silo’d initiative.

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This approach does not put the customer at the centre, and potentially forces the customer to think about how they will interact with your brand and which channels are going to be most effective, not quite the frictionless experience one was hoping for.

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A transformative strategy is needed to support this experience. It needs to be progressive, agile and value driven by default. In this ever evolving world, one cannot build a roadmap for 3-5 years, but one should have a strategy which defines how the business will operate in the next 12-18 months, with a benefits realisation programme materialising in less than 9 months.