Accenture-commissioned research from Forrester Consulting reveals a disconnect between who currently leads digital strategy within their organization—and who should own it.

As part of a cross-industry study commissioned by Accenture Interactive, Forrester Consulting surveyed 396 decision makers, including 108 insurance senior executives. One of their key findings? That insurers have a ways to go on their path to digital transformation—for starters, there is lingering confusion over who owns digital. Let’s dig deeper in this Insurance Insight of the Week.

Many insurers are confused over who should own digital vision and strategy

Click the image below for a large version of the Insurance Insight of the Week.

Many insurers are confused over who should own digital vision and strategy

The Forrester report recommends a top-down approach to digital transformation, with a dedicated and credible customer-focused executive to lead the charge. But equally important is collaboration across the enterprise, and a shared vision for how to knit together data, systems and processes to better understand customers—with the ultimate goal of better serving them.

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