Businesses feel pressured into prioritising spending on digital transformation to try and provide a competitive customer experience, as survey has found.

65 per cent of IT and business leaders consider their companies as digital enterprises.

However only 43 per cent of companies believe their cloud infrastructure will support their future digital transformation and management over the next 12 to 24 months, according to research conducted by Informatica and Deloitte.

52 per cent – the majority – said trying to achieve an efficient customer experience was the main driver for their investment.

This comes as customer experience has been identified as one of the driving forces behind sales.

This can be achieved through collection of customer data to provide more tailored, personalised services to consumers.

72 per cent of companies polled said they felt a complete customer view was important in differentiating itself and providing a service with digital features that meet the customers’ expectations.

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