What can service providers do?

Lack of alignment and understanding of digital transformation can slow the process for a business, Wipro's Kohli said, which can be frustrating for the service provider that's trying to help its client organization, especially in accelerating ROI. Service providers can help that, Kohli said, "but they must ensure client alignment and understanding before beginning to execute on the digital transformation strategy."

That underscores the importance of helping your client know their customers, he added.

"Digital efforts need to be driven from an understanding of and commitment to what customers expect and experience in every brand interaction," he said. "As a service provider, we start with an outside-in view, placing our client in the shoes of their end customers."