Organizations that center digital transformation around customer experience (CX) see clearer paths to revenue growth. That’s according to a new digital transformation survey by Grant Thornton.
The leading US audit, assurance, tax and advisory services provider surveyed 550 cross-functional senior executives across industries revealing core shifts that are essential for transforming technology investments into sustained growth as macroeconomic pressures like tariffs, weak consumer confidence and tech disruption create obstacles to business growth.
AI-enhanced CX drives digital transformation investment
Almost all (93 percent) respondents are increasing their investments in technology, with customer relationship management (CRM) and customer interfaces ranked as key areas of spending.
Organizations that center digital transformation around CX see enhanced revenue growth – particularly with generative artificial intelligence (AI) initiatives, Grant Thornton found.
Businesses initially implemented generative AI internally out of fear of exposing customers to potential AI-delivered mistakes that could harm brand reputation. Now they have developed guardrails around AI use, companies are using customer-facing AI platforms to satisfy customers, who are enjoying the personalization that AI provides.
“When organizations successfully integrate CRMs, marketing automation, e-commerce and customer service platforms, they can create a 360-degree view of the customer with personalized interactions at every touchpoint,” said Nick Vellani, national managing principal of technology modernization for Grant Thornton Advisors LLC. “AI-powered insights can inform product development, inventory management and demand forecasting – aligning operational capabilities with customer expectations.”
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Data and tech integration challenges hamper digital transformation
However, data and technology integration challenges continue to hamper digital transformation in modern businesses, Grant Thornton found. Only 27 percent of respondents said their technology is fully aligned with their business objectives, with integration cited as the leading obstacle they face.
Meanwhile, 32 pecent admitted their data needs work to support technology initiatives. Just 16 percent rated their data quality as “excellent.”
“Business leaders recognize the need to invest in technology to enhance the customer experience, improve operations and drive profitability,” said Nick Vellani. However, they are competing with their internal technology function’s priorities, he added.
“These may include infrastructure and application cloud migration, cybersecurity and data management – all of which are critical to ongoing operations but do not directly align to business priorities.”
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