The Gleicher Matrix provides a useful model to assess the relative strengths affecting the likelihood success of organizational change. Technology is rightly considered as an important capability by the industry (x-axis), but there is a big gap with how well it is perceived to be implemented in respondents’ companies and hence: satisfaction (y-axis).

On its own, technology is not sufficient to achieve world-class omnichannel customer centricity. Soft factors like “what’s in it for me?”, training, cross-functional collaboration, leadership, etc (see other items in the upper right box) are important conditions in order to optimize the use of technology. More often than not, such soft factors are underestimated when rolling out technology.