A few weeks ago we presented the 3rd Study on the Digital Maturity Index of companies in Spain, prepared by Incipy, Digital Disruption Partner, in collaboration with Inesdi, Digital Business School.
This year we are closer to a passing grade in Digital Transformation, with 4.6 points out of 10, also finding progress across the different stages of maturity in which companies find themselves. Worth highlighting are a significant reduction in the number of companies at the Initial stage and growth in the more advanced stages: 29% are Strategic and 7% Innovative-Disruptive.
This year we are closer to a passing grade in Digital Transformation with 4.6 points out of 10, also finding progress across the different stages of maturity in which companies find themselves
Likewise, the main conclusion of the study is that for the first time we find a clear orientation toward the customer as the center of the Digital Strategy and as a driver of new technologies, which speaks to the focus with which companies are defining their Digital Transformation strategies for 2020.
The study was carried out on the basis of 12 key indicators that show how companies are advancing toward becoming innovative or disruptive companies, that is, companies that have developed their digital business or are a digital platform. Agile, innovative, connected, flexible, open, collaborative and Data Driven organizations that continuously adapt to change.
The results reflect how we are advancing in the four areas of the digital transformation process:
Strategy and Organization
- Transformational leadership continues to advance year after year and is once again the highest-rated indicator with 5.2 points.
- Still, 41% of companies do not have a holistic Digital Transformation plan for the entire company; likewise, 46% of companies declare that they are implementing plans toward an Agile organization, although they fail in the assessment of this indicator with 4.6 points.
- For the third consecutive year, the number of companies that do not allocate a budget to Digital Transformation is decreasing; in this edition only 7% of companies have no dedicated budget.
Customer Centric
- Customer Centric evolved from 2.0 points in 2017 to 4.7 points in 2019, which demonstrates a clear commitment by companies in Spain to business growth with a focus on the customer.
- All the customer-knowledge initiatives assessed in this study have an adoption rate below 50%, posing an important point for improvement so that they can be used as a lever for Digital Transformation.
- 39% of companies personalize their offering to customers in products and services, a figure that correlates with the 47% and 42% of companies stating that they use CRM and Customer Intelligence to get to know their customers.
Digital Business
- Digital Business is the fastest-growing vector in the last year, although it retains the lowest level of Maturity. We find greater adoption of Business Intelligence: 41% of companies apply it to the sales field. Business Intelligence, Big Data and Artificial Intelligence still have a long way to go in their widespread use in other areas such as Customer Service, HR, Product, Innovation, Administration…
- 45% have ecommerce models deployed and 49% of companies are developing new digital solutions for customers such as apps, remote payment, online shopping, chatbots or remote service.
- And even 48% of companies are reviewing their business model to incorporate Internet of Things or Virtual Reality. Nevertheless, most Spanish companies are still very far from considering themselves digital platforms or developing disruptive business models.
People
- There is a clear commitment to transforming how we work and communicate in companies: 31% are evolving traditional intranets toward Digital Workplaces and 45% already have a Corporate Social Network.
- Slight improvement in the use of digital Employer Branding strategies: 42% take advantage of digital potential, 28% have adapted their job websites and a mere 8% strengthen the role of employees as brand ambassadors.
- Training in digital skills and the recruitment of new specialized profiles remains unchanged compared to previous editions: only 34% of companies provide training in digital skills and digital knowledge to their employees, an important gap to be closed.
I want to thank the digital leaders –as well as my colleagues Mireia Ranera, Vice President, Elena Ortega Castillo and Belén Cuadrillero, managing partners of Incipy, Digital Disruption Partner, for the knowledge they shared first-hand at our presentation of the study, especially how they are approaching digital transformation in their organizations, what phase they are in, what challenges they face or how they have prepared for this holistic process. A real treat! Many thanks to:
- Jordi Rivera – CEO DAS Seguros.
- Rafael Fonseca – Managing Director Mutua Montañesa.
- Victor Ronco – Innovation & Digital Transformation Manager SKODA.
- Silvia Poyato – Innovation &Digitalization Excellence Leader Schneider Electric.
- Amparo Garcia Flores – Global Head of Digital at Telepizza.
- Beatriz von Munthe – Head of Digital Transformation for Generation, Markets and Customers at Naturgy.
- Iván Fanego Herráez -Branded Content & Social Media Manager at ING España & Portugal.
In summary, the key to advancing in digital maturity is talent, and the main challenge is the difficulty of managing change in organizations in order to achieve an agile culture capable of delivering disruptive experiences to their customers.
To conclude, I would like to share with you the last question I asked them:
What do you consider the key in any process of digital transformation and disruption?
originally published on mujeresconsejeras by
JOANA SÁNCHEZ – President and founder of Íncipy
