According to the survey, only 5% of all companies surveyed worldwide can be classified as digital leaders. 78% of respondents want a comprehensive digitalization strategy for their company, but more than half (51%) believe they will have difficulty meeting changing customer needs in the coming years. For this reason, one in three respondents fear that they will miss out on digitisation in the near future. It is therefore hardly surprising that, according to the DTI, 39% of companies are still at the lowest level of digital maturity (Digital Laggard and Digital Follower).
After all, 33% of companies are already cautiously approaching digital transformation (digital evaluators), while 23% already have a mature transformation plan and are therefore classified as digital adopters.
The biggest challenge for these companies is a change of perspective: when they invest in digital technologies, they usually focus only on their existing business or simply optimize their IT. A risk, as a glance at the international start-up scene reveals.
Global market driven by start-ups
Today's global market has become very competitive. Start-ups and large tech companies are taking a leading role in the search for digital innovation opportunities and in driving the global trend towards a resource-conserving circular economy through new digital technologies. Start-ups in particular are daring to change perspectives by consciously questioning established business models to develop creative digital strategies that do not act as isolated individual applications, but are an integral part of the corporate system and thus intelligently combine all areas of the company in the future.
"The decisive factor for the future success of companies will be to no longer see themultitude of digital technologies as individual aspects, but to intelligently network themwith each other in order to redesign core systems, processes and business strategies andfully exploit the AI potential throughout the entire company.”
Effects of digitization on the customer journey
Until a few years ago, radio, television, billboards and posters were the preferred marketing channels, but today more and more companies are relying on digital advertising.
In 2019 alone, an estimated $40 million more will be spent on online marketing in the US than on traditional TV advertising.
Why? Quite simple: With social media marketing, you can reach exactly the desired target groups and directly address more than 1,000 potential customers for as little as $3 advertising budget. As more and more people use mobile devices and digital technologies to find out about products.
Digitization is also having an impact on customer journeys:
Where marketing and sales once took care of new customers and the development of new products, today there is the cross-departmental and thus seamless support of the customer on their journey to the product.
From the first interest, to consulting and product personalization, to purchase and customer loyalty, the digital customer journey has a variety of touchpoints ready. Anyone who knows how to make these contact points as smooth and barrier-free as possible will grow satisfied customers. This, however, requires a digital system in which all contact points can always access the same data, ensuring the knowledge about the customer's wishes and needs available at all times. Therefore, successfully reaching and seamlessly supporting customers in the future.
From initial interest, through consulting and product personalization, to purchasing and customer loyalty, the digital customer journey offers a variety of touchpoints. Those who know how to design these contact points as smoothly and barrier-free as possible will receive satisfied customers. This, however, requires a digital system in which all contact points can always access the same data, thus making the knowledge of the customer's wishes and needs available at all times. Therefore, anyone who wants to successfully reach and seamlessly support customers in the future.
