Digital transformation: have you reached digital maturity?

Naully Nicolas
Nov 21, 2016 · 4 min read

The digital transformation is the current hot topic. The media, conferences, executive committees and even trade shows are all focusing on the digital transformation of society and business. However, the ability to implement such a transformation is dependent on the digital maturity of each person, organization and field of activity.

Define your strategy in terms of digital maturity

The digital revolution is upon us. And with it comes new business models that often disrupt our traditional ways of proceeding. It’s a change that can sink even the biggest of giants. To avoid being uberized, to stay competitive, companies have to become digital. Even if this means digitalization might completely revamp your traditional business model. However, before you launch into such a transformation, you have to measure your digital maturity. You have to evaluate your capacity to transform and lead this change. You have to be able to define the right digital strategy and roadmap. Obviously, technological maturity is a key component of digital maturity. But you also have to consider your organizational and cultural structure.

Evaluate your digital maturity

In concrete terms, a company has to set up six indicators to analyze its organization, employees, digital marketing, digital presence and trust, IT systems, and process for product and service design. In terms of structure, you have to first evaluate an organization’s capacity to change and operate in the digital world. In particular, this means implementing agile and multidisciplinary teams. Employee maturity is the second indicator. You have to evaluate their awareness on topics such as collaborative work, sharing information, the ability to learn new skills and their understanding of technology. To understand a company’s level of digital culture, you can evaluate two indicators:

First, the level of methods and good practices implemented for digital marketing (online communications, social networks, web traffic generation, e-commerce, etc.) and second, the level of digital trust created by the company in terms of its e-reputation and strategy for digital influence.

Finally, you have to evaluate an organization’s technological maturity as well as its processes to design innovative products and services. This includes factors such as the IT system’s ability to integrate new digital processes, the employees’ level of digital expertise, equipment available to employees and big data security expertise. You then have to evaluate operational processes in terms of innovation, design and bringing new products and services to market.

This evaluation will help define the company’s digital maturity at a specific moment in time. However, for an evaluation to be efficient, it cannot be one shot analysis. An indicator has to be measured over time if you want it to be relevant and highlight changes related to the business and its digital transformation.

Comparing an organization to the market or regional context

To be truly useful, this evaluation of digital maturity has to be compared to the average maturity observed in the company’s field of activity. Digital maturity varies greatly from sector to sector. And can vary even within one sector. By benchmarking a company’s digital maturity in relation to its sector, you can evaluate if the company is ahead or behind its competition. Of course, this does not mean you have to stop at the borders of a single market. In fact, by looking at initiatives taken in other regions or markets (or by innovative startups) you can find great sources of inspiration to design new products, services or delivery options. Finally, to complete the circle, this evaluation should take into account the opinions of a company’s various managers(top management, IT, sales, HR, marketing, customer service, etc.), employees and customers. This analysis should be carried out by an expert who knows both the concerned industry and the digital world. Someone who knows the ecosystem, its good practices and the expectations and needs of a specific market.

I’m a self-taught digital marketing expert with years of professional experience in the world of technology. For over a decade, I worked in IT for a number of world-class companies. From desktop support to web design to social media, I’ve done it all, and through it have learned the ins and outs of software, hardware, and the digital marketing world. Blogging

Naully Nicolas

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Passionate about communications, #Technology #Travel • #smarttourism & #Destinationmarketing • #futureoftravel • #Travelcast Podcast host

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