The company specialized in digitization strategies, Multiplica, has just presented its tool to evaluate the level of digital maturity of organizations. Digital Relevance Index, as it is called, provides a guide to advance the digital roadmaps of companies.
At a time of acceleration in digitization plans, companies are faced with the challenge, and at the same time the opportunity, to redefine your strategy, their business processes and their value proposition to be relevant for customers in the digital world, that is, to play an important role in their decision and purchase processes. To do this, they must evolve from eminently transactional relationships to closer, constant and lasting connections over time, resulting in a relationship of trust and value that transcends.
However, achieving this relevance in digital channels is not possible if they do not know their starting point, their strengths and weaknesses, as well as the state of the companies in their sector. The methodology designed by the Spanish multinational measures the potential of a company to be relevant to its clients systematizing the obtaining of information necessary to carry out a first diagnosis and know its situation with respect to the rest of the market in order to set the tone for the action plan with improvements that are achievable in the short and long term.
“It is a discovery process that consists of three stages -understanding, diagnosing and prioritizing- that involves collecting and sharing the information available in the company, from an integral vision of the business, the technology that supports it and the knowledge and customer behavior to be relevant ”, explains Matías Gaffoglio, Global Director of Growth at Multiplica.
With this tool, the firm’s consultants evaluate, on a scale of between zero and 100, up to 80 criteria to establish the level of maturity of the processes and the relevance of the digital relationships that a company maintains with its users and clients, in addition to analyze different parameters of business intelligence. Then they propose an improvement objective and a roadmap to follow.
Based on the results, the Digital Relevance Index ranks companies in five categories:
They are those that, even with a digital presence, cannot get enough out of it. They have few digital initiatives and without a specific segmentation that allows them to better reach each target. In addition, internally, the areas still work in the form of «silos», instead of doing it in a unified, efficient way and involving the different parties.
2. Digitally advanced
They are those that have understood the importance of their digital channels for some time. While they have clear goals, resources, and a clear willingness to move forward in digitally transforming, they still have a long way to go. Many tasks are still performed manually, and their work teams are disconnected from each other, making each group’s efforts less efficient.
They are have a more mature bond with your customers, they know how to cultivate brand consistency in different channels and recognize what happens to their customers in each interaction. They have already automated a good part of their communications and can take leads again according to the specific behavior of each user. In general, they provide digital experiences with low friction, in which customer service teams or salespeople know the previous behavior that users and customers have had on the web or in a mobile application.
They are the ones that have not only experience, but also talent in the digital world. This allows them to be commercially very effective in anticipating the needs of their customers. One of its characteristics is the execution of different techniques to be able to offer a more personalized message by recognizing the user’s purpose.
In addition, they are proactive in getting customers to return to purchases without finalizing. They are very effective in attracting and converting their users into customers, exerting the maximum urgency and pressure in the purchase.
Included in this category are a select group of companies that there is little to teach about how to make the most of the digital world, because it is precisely these companies that set the standard and are completely customer-oriented.
They are companies that have a culture based on constant experimentation, where everything is hypothesis that is tested over and over again. Here, the organization and communication of the different teams is crucial to achieve success. They manage to shine for their brand consistency throughout the journey, and apply an adapted and enriched proposal based on what they know about each user and client.