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DIGITAL READINESS
How well prepared are German brands
for a digital future?
Key results of the study Ι Munich February, 2013
Page 2!
SOME OPEN TODOS
Page 3!
Digital Readiness is the extent to
which an organization combines
•  top management’s awareness and
advocacy for digital topics with
•  the adoption of digital marketing
tools and processes which are
•  effectively used to increase
customer agility and drive digital
change across the entire value
chain
„	
  
„	
  Page 4!
DIGITAL READINESS DRIVES CUSTOMER AGILITY AND FIRM
PERFORMANCE
Page 5!
Firm
Performance
	
  	
  3	
  	
  	
  1	
   	
  	
  2	
  
Customer
Agility
Digital
Adoption
Top
Management
advocacy
•  Digital awareness
and adoption
•  Digital marketing
& sales tools,
processes and
know-how
•  Marketing
leadership
•  Revenue growth
•  Profitability
•  Market share
•  Sensing dynami-
cally changing
customer needs
•  Responding quick-
ly and appropri-
ately on product and
service level
•  Digital topics on top
management
agenda
•  Top management
know-how
Digital Readiness
Customer Agility
DIGITAL READINESS DRIVES FIRM PERFORMANCE
Page 6!
Top
Management
Advocacy
Digital
Adoption
Marketing
Customer
Sensing
Customer
Responding
Firm
Performance
88%
66%
25%
45%
45%
DIGITAL LEADERS, FOLLOWERS, LAGGARDS
Top Management Advocacy calculated through mean value of Top Management Advocacy question set: low = X ≤ 3; middle = 3 <	
  X ≤	
  4.5; high = 4.5 <	
  X	
  ≤	
  5
Customer Agility calculated through mean value of Customer Agility question set: low = X ≤ 3; middle = 3 <	
  X ≤	
  4.5; high = 4.5 <	
  X	
  ≤	
  5
DIGITAL
LAGGARDS
(n=94; 30,7%)
DIGITAL LEADERS
(n=80; 26,1%)
DIGITAL
FOLLOWERS
(n=132; 43,1%)
HIGH
LOW
LOW HIGHMIDDLE
MIDDLE
Customer Agility
TopManagementAdvocacy
Page 7!
THE ROLE OF TOP MANAGEMENT
Page 8!
=	
  Leader	
  
=	
  Follower	
  
=	
  Laggard	
  
	
  
Digital Vision
A culture of
digital change
(n=306), denoted is share of top two answers*
98% 98%
82%
67%
28%
15%
Digital topics are
regularly part of our
management agenda.
Our top management can
draw on extensive know-
how regarding digital
topics.
* on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
DIGITAL ADOPTION IN MARKETING & SALES
Page 9!
Digital
Marketing &
Sales Tools
We have developed digital strategies regarding…
denoted is share of top two answers*
93% 92%
76%
84%
92%
79%
73% 69%
62%
42% 40%
31%
Website Mobile Social Media Innovation /
generating ideas
n=285 n=286 n=277 n=288
=	
  Leader	
  
=	
  Follower	
  
=	
  Laggard	
  
	
  
* on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
DEFINITION OF CUSTOMER AGILITY
Page 10!
Customer Sensing
Capability
Customer Res-
ponding Capability
98% 95%
88%
78%
29%
18%
We are able to recognize
changes in customers' needs
and desires early on.
We immediately implement
changes once we recognize
customers' dissatisfaction
with our products or services.
Sensing and Responding capabilities
(n=306), denoted is share of top two answers*
=	
  Leader	
  
=	
  Follower	
  
=	
  Laggard	
  
	
  
* on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
PERFORMANCE DIFFERENCES BETWEEN LEADERS,
FOLLOWERS AND LAGGARDS
=	
  Leader	
  
=	
  Follower	
  
=	
  Laggard	
  
Self assessment of companies compared to strongest competitors
(n=306), denoted is share of top two answers*
75% 75%
90%
83% 81%
60% 60%
76%
67%
60%
36%
30%
40%
22% 24%
Market share Profitability Customer
satisfaction /
loyalty
Product and
service innovation
Ability to attract
and retain
qualified human
resources
* on a 5-point Likert scale ranging from 1 = „Much worse “ to 5 = „Much better“; significant differences between groups at the 5% level regarding mean answer
Leaders outperform Followers and Laggards on all major KPIs and capabilities!
Page 11!
TOP 3 TAKEAWAYS
Page 12!
1.  Digital Readiness drives more than 50%
of firm performance
2.  Without Top Management advocacy,
digital remains communication 2.0
– instead of being a central driver for
growth
3.  Customer Agility replaces customer
orientation - continuous integration of
customers fosters innovation and
generates new business models
CONTACTS FOR FURTHER INFORMATION
Page 13!
Coming soon: www.digital-readiness.com
Dr. Markus Pfeiffer
Founding Partner Bloom Partners
mpfeiffer@bloom-partners.com
+49 (0) 89 124 1395-10
Jörn Dickhaut
Partner at Bloom Partners
jdickhaut@bloom-partners.com
+49 (0) 89 124 1395-20
Bloom Partners,
Hohenstaufenstr. 1
80801 Munich, Germany
www.bloom-partners.de
Bloom Partners,
Hohenstaufenstr. 1
80801 Munich, Germany
www.bloom-partners.de

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Digital Readiness - How well prepared are German brands for a digital future?

  • 1. DIGITAL READINESS How well prepared are German brands for a digital future? Key results of the study Ι Munich February, 2013
  • 4. Digital Readiness is the extent to which an organization combines •  top management’s awareness and advocacy for digital topics with •  the adoption of digital marketing tools and processes which are •  effectively used to increase customer agility and drive digital change across the entire value chain „   „  Page 4!
  • 5. DIGITAL READINESS DRIVES CUSTOMER AGILITY AND FIRM PERFORMANCE Page 5! Firm Performance    3      1      2   Customer Agility Digital Adoption Top Management advocacy •  Digital awareness and adoption •  Digital marketing & sales tools, processes and know-how •  Marketing leadership •  Revenue growth •  Profitability •  Market share •  Sensing dynami- cally changing customer needs •  Responding quick- ly and appropri- ately on product and service level •  Digital topics on top management agenda •  Top management know-how Digital Readiness
  • 6. Customer Agility DIGITAL READINESS DRIVES FIRM PERFORMANCE Page 6! Top Management Advocacy Digital Adoption Marketing Customer Sensing Customer Responding Firm Performance 88% 66% 25% 45% 45%
  • 7. DIGITAL LEADERS, FOLLOWERS, LAGGARDS Top Management Advocacy calculated through mean value of Top Management Advocacy question set: low = X ≤ 3; middle = 3 <  X ≤  4.5; high = 4.5 <  X  ≤  5 Customer Agility calculated through mean value of Customer Agility question set: low = X ≤ 3; middle = 3 <  X ≤  4.5; high = 4.5 <  X  ≤  5 DIGITAL LAGGARDS (n=94; 30,7%) DIGITAL LEADERS (n=80; 26,1%) DIGITAL FOLLOWERS (n=132; 43,1%) HIGH LOW LOW HIGHMIDDLE MIDDLE Customer Agility TopManagementAdvocacy Page 7!
  • 8. THE ROLE OF TOP MANAGEMENT Page 8! =  Leader   =  Follower   =  Laggard     Digital Vision A culture of digital change (n=306), denoted is share of top two answers* 98% 98% 82% 67% 28% 15% Digital topics are regularly part of our management agenda. Our top management can draw on extensive know- how regarding digital topics. * on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
  • 9. DIGITAL ADOPTION IN MARKETING & SALES Page 9! Digital Marketing & Sales Tools We have developed digital strategies regarding… denoted is share of top two answers* 93% 92% 76% 84% 92% 79% 73% 69% 62% 42% 40% 31% Website Mobile Social Media Innovation / generating ideas n=285 n=286 n=277 n=288 =  Leader   =  Follower   =  Laggard     * on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
  • 10. DEFINITION OF CUSTOMER AGILITY Page 10! Customer Sensing Capability Customer Res- ponding Capability 98% 95% 88% 78% 29% 18% We are able to recognize changes in customers' needs and desires early on. We immediately implement changes once we recognize customers' dissatisfaction with our products or services. Sensing and Responding capabilities (n=306), denoted is share of top two answers* =  Leader   =  Follower   =  Laggard     * on a 5-point Likert scale ranging from 1 = „Does not apply at all“ to 5 = „Fully applies“; significant differences between groups at the 5% level regarding mean answer
  • 11. PERFORMANCE DIFFERENCES BETWEEN LEADERS, FOLLOWERS AND LAGGARDS =  Leader   =  Follower   =  Laggard   Self assessment of companies compared to strongest competitors (n=306), denoted is share of top two answers* 75% 75% 90% 83% 81% 60% 60% 76% 67% 60% 36% 30% 40% 22% 24% Market share Profitability Customer satisfaction / loyalty Product and service innovation Ability to attract and retain qualified human resources * on a 5-point Likert scale ranging from 1 = „Much worse “ to 5 = „Much better“; significant differences between groups at the 5% level regarding mean answer Leaders outperform Followers and Laggards on all major KPIs and capabilities! Page 11!
  • 12. TOP 3 TAKEAWAYS Page 12! 1.  Digital Readiness drives more than 50% of firm performance 2.  Without Top Management advocacy, digital remains communication 2.0 – instead of being a central driver for growth 3.  Customer Agility replaces customer orientation - continuous integration of customers fosters innovation and generates new business models
  • 13. CONTACTS FOR FURTHER INFORMATION Page 13! Coming soon: www.digital-readiness.com Dr. Markus Pfeiffer Founding Partner Bloom Partners mpfeiffer@bloom-partners.com +49 (0) 89 124 1395-10 Jörn Dickhaut Partner at Bloom Partners jdickhaut@bloom-partners.com +49 (0) 89 124 1395-20 Bloom Partners, Hohenstaufenstr. 1 80801 Munich, Germany www.bloom-partners.de Bloom Partners, Hohenstaufenstr. 1 80801 Munich, Germany www.bloom-partners.de