Improving the overall customer experience is a top business priority for companies and a main driver behind their digital transformation ambitions, according to a new study from Accenture. But the majority of businesses don’t set themselves apart yet from competitors through the digital customer experience they offer.

The study, titled “Digital Transformation in the Age of the Customer,” (http://tinyurl.com/nhyeya7) is based on a survey of nearly 400 decision-makers in companies globally. It was commissioned by Accenture Interactive, part of Accenture Digital, and conducted by Forrester Consulting. Key findings in the study include:

° “Improving the customer experience” topped the list of business priorities companies have for the next 12 months. It received the most number one rankings (21 percent), followed by “growing revenues” (17 percent) and “improving differentiation” (16 percent).

° “Improving customer satisfaction” was cited as one of the top three motivations for digital transformation, along with “increasing profitability” and “accelerating speed to market.”

° Companies are focusing on digital channels to make customer interactions more engaging: sixty-three percent are planning to enhance their online experience, 46 percent are looking to add or improve their mobile offerings, but only 39 percent want to improve their in-store experience.

“Customer experience is now clearly at the heart of digital transformation, and digital is at the center of that customer experience,” says Anatoly Roytman, managing director Accenture Interactive and global digital commerce lead. “But many companies have considerable ground to cover on their path to becoming digital enterprises. They’re challenged with setting a digital vision and strategy, getting the right people in place, and measuring digital success.”