Digital Maturity Explained: The Road to Transformation in the Digital Realm
Written by Sharoon Emmanuel
Digital maturity can be easily described as an organization’s capability to anticipate the disruption in technology in the digital landscape it is functioning in. Digitally mature companies are the ones that are physically and strategically willing to modify their business models as per the needs of the ecosystem.
Digital maturity also deals with how capable a company’s C-suite are in executing the technology-driven strategies across the business, how sound the teams are in using the technology that’s been implemented within the organizational structure and how welcoming customers are in adopting the new technology that’s been introduced on their side.
Understanding the level of digitally maturity of an organization is important to help identify loopholes and missing links so that corrective measures can be taken.
Characteristics of a Digitally-Mature Organization
A digitally-mature company will exhibit the following features which differentiate them from the ones that aren’t: -
Digitally mature organizations put technology into the heart of their operations. Adopting a pro-digital mindset, such companies leverage existing and future technology. Seeking answers to the best use of technological innovations, they make efforts to improve employee and customer experience, normally by automating tasks and creating business strategies to stay ahead of the curve.
Data Utilization at a Mass Scale
Organizations that are digitally mature place data at the core of their business. They depend upon meaningful real-time insights to regulate their internal operations and stakeholder associations. They utilize data to tackle all kinds of business concerns.
Digitally mature companies have sound knowledge of technical lingo and implement state-of-the-art technology in each and every operation of their departments. Starting from the best of UX to the most recent in AI technology, these companies strive to deploy modern age digital tools and practices to meet the constantly changing requirements of the industry.
Assessment of Digitally Maturity
In order to evaluate digital maturity, organizations carry out an analysis based on the following criteria:
Organizational Culture and Strategic Plans –Leadership styles, immediacy in implementing technology, organizational culture for adopting digital transformation.
Digital Fluency – Extent of tech-savviness, possession of modern tools.
Data intelligence and Analytics – Data collection methods, analysis, frequency and utilization.
Stakeholder Experience Management – Technology’s impact on stakeholders, acceptance of technology by employees, alterations in organizational structure.
Customer Service Management – Level of personalization of marketing & sales operations, channel utilization for interaction with customers, mobile optimization, technology’s customer-friendliness, utilization of omni-channel approach to customer management.
Social Network Engagement –Social network’s maturity, technology’s effect on campaign management, engagement analysis using new digital tools.
Based on these assessment metrics, organizations can have any of the following 4 Levels of digital maturity:
Level 1- Beginners
No prior experience with digital technology.
Little to no use of technology in operations.
No mobile-optimized solutions and social networks.
Digital Darwinism-Conservative approach and unwillingness to adopt technology.
Level 2- Intermediate
Identified the need for digital transformation.
Adoption of basic technology.
Failure to provide personalized customer service.
Technology utilization for improved functionality and operational efficiency, but not as a competitive advantage.
C-level professionals open to digital transformation, but are not digital literate to support their interests.
Level 3- Advance
Digital technology implementation at all levels of the organization.
Technology utilization for superior, data-driven customer experiences.
Highly-personalized and have an omni-channel technology architecture.
Tech-savvy management, just needs to become proactive.
Level 4- Expert
On their way of becoming truly digitally-transformed businesses.
Mass utilization of technology in all operations.
Conscious of how technology can affect their survival.
Willingness to allow stakeholders to take the lead in digital transformation.
Micro-level personalization with clients.
3 Steps to Initiate Digital Maturity
Organizations willing to transform digitally should follow these steps religiously: -
Step 1- Setting up a Digital Strategy
Research has revealed that nearly 50% of businesses don’t have a digital strategy and 63% of all C-level professionals believe digital implementation is too slow for comfort. In order to mature digitally, organizations must first create a digital strategy considering their current level of maturity. Keeping your current stage as a baseline, develop a plan for future. Start off by achieving short-term goals and then move towards long-term ones.
Step 2- Go Digital with a Team of Specialists
Deploying technology is one part of the game whereas equipping employees with the right skills-set is equally important. Start right from the top to mentor leadership to utilize technology at strategic level then trickle down till every level of the employee adopts it at their respective levels.
Step 3- Be Open and Honest
Digital transformation is undoubtedly a challenging task and you’ll encounter failures and troubles. In order to minimize the risk, you need to create transparent lines of communication across the company and be open for dialogue at all times. Allow your people to bring up ideas and solutions to make your digital transformation plans a success.