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Most companies have adopted digital strategies or digital technologies, to better win, serve and retain clients, to optimize processes and with that increase efficiency and lower costs. One of the driving forces behind digital transformation is the fear of disruption in the marketplace by digital native companies or companies working in other or adjacent industries that have already mastered digital business.
The ambition is to become a digital business, with the ability to be a disruptive force, rather than being disrupted by someone else. And in the shorter term to increase revenues and lower costs.
However, recent studies show that becoming a digital business is not just a digital transformation. It is about a complete shift of your organization to build digital into the core of the companies DNA, in other words, TO BE A DIGITAL BUSINESS.
Our data shows, that when asking 2800 decision makers in a recent survey, 22% of the companies think they have finished their digital transformation and with that have achieved a mature digital state in which they can be a disruptive force. This indicates these firms might not understand the true nature of being a digital business, or simply do not have the ambition to become one.
To better understand the entire journey, we have created a digital business maturity model to guide your journey. In the first stage of maturity, we see that companies focus on building new experiences on existing business models, products and services, and on easy to digitize processes to improve efficiency and lower costs.
In the next level, which we call digital intermediate, we see that firms have started to transform their business from the outside in, looking at the ways their customers, and more importantly consumers as a whole, are consumer the products and services they offer and could offer.
In the advanced stage of maturity, which companies are a mixture of digital natives such as Uber and traditional companies that have become digital businesses, such as Jon Deere, firms invent new ways to deliver outcomes for customers and consumers in their space, but also in other industries and markets. They truly are digital businesses with the operational and technological agility and the innovative power to disrupt markets.
Understanding these stages of maturity provides you with the context of your own journey….. (flip to next slide)
…..since common patterns emerge at each maturity level as companies adapt their strategy with time.
To have a closer look:
At the beginner level of maturity, digital most often is a bolt-on. A digital team, perhaps even with a Chief Digital Officer, identifying opportunities to optimize their existing business models, expand market reach and to deliver operational efficiencies.
In the intermediate level of Digital Business maturity, digital technologies are used to innovate products and services, increase operational and technological agility, and start experimenting with new sources of revenue. A good example of companies in this stage are in the financial industry, mostly retail banks and insurance companies.
In the advanced stage we see companies that have rejigged their operating models to achieve full agility, have embraced digital eco-systems and are able to build new sources of revenue, and with that have the ability to disrupt markets.
IMPORTANT TO KNOW, is that when firms start working on activities in the next level of maturity before completing the typical steps needed to finish the earlier stage of maturity, they will hit problems in their transformation quite quickly and easily. A good example is a company in the finance industry (we leave the name of the company out for logical reasons) who had digitized a set of processes at the front end of their business and had restructured its IT to include flexible solutions, such as cloud based solutions, to achieve agility. When the board asked to scale up their digital initiative, the company soon found major roadblocks in their attempt to do so. In the earlier stages they had not yet build and nurtured a digital culture and thus had hit a brick wall which they could not overcome.
To understand the full scope and impact to become a digital business is to understand…..(flip to next slide….)
Our research shows that all CIOs, regardless of industry, company size, place in the value chain, or geography, will have to nail five sets of capabilities in order to deliver on their BT strategy
The easiest way that I've found to talk about this is to think in terms of the operating model of the IT organisation:
Budget Driven/Cost Centre: the simplest model where the business provides budget to fund the IT organisation. This is a very operational focus where the business is making most if not all the technology decisions. For example, server/infrastructure management.
Shared Services: This is where IT develops and delivers common services that are used across business units. For example, basic email/messaging.
Service Integrator: Where IT integrates both internal and external services/components to deliver services to the business. As such a single business service may comprise of elements from several suppliers. For example, integration of cloud based services such as Salesforce.com or Office 365.
Service Broker: Where IT has the flexibility rapidly change service components to achieve the highest value. For example, using multiple Infrastructure-as-a-Service providers and selecting the appropriate one based on cost/service as virtual instances are created. When becoming a service broker there are often multiple similar service offerings that are presented to the business and so the business decides which services it wants to use. This distinction is important as it moves the IT/technology decision responsibility from IT to the business.
Although not strictly a maturity issue you can typically view the journey from one operating model to another as an increase in maturity and capability of the IT organisation. It should also be noted that the Service Management focus moves from operational to strategic as you move up the models.
Group discussion:
Does anyone have a similar categorization model?
How has it helped support or improve vendor management activities
Has it helped in building relationships with lines of business? Sourcing activities? Building consensus around vendor management governance?
How do your categories / tiers align to this model?
How does this categorization factor into your management practices? Does it:
Facilitate your internal SVM tracking and management?
Determine governance and/or process rigor that gets applied to suppliers?
Facilitate reporting to your stakeholders?
Other?
A couple of months ago I was in Auckland and I had to get to Sydney.
In my head, I started thinking about all the things I would need to do to get there – to make it happen.
Then I thought about all the apps or websites I would need to use to get this stuff done.
Then I translated all of these actions into IF/THEN statements or INPUTS for Apps that I needed to slog through to get the outputs or outcomes that I wanted.
That’s how I get things done today. That’s how I get to Sydney. That is the “state of digital experiences.”
Most of you build service in this top layer today.