Companies at the Advanced Stage of digital maturity are characterized by significant progress in integrating digital capabilities throughout their organization. Here are the key attributes and actions required to move to the final stage of digital maturity:
Employees across various departments understand their roles in contributing to the company's digital objectives, fostering a collaborative environment focused on achieving digital success.
Companies have largely transitioned to modern technology systems that operate in real-time and are beginning to incorporate AI enhancements, setting the stage for advanced digital functionalities.
Clean, well-organized data enables comprehensive 1:1 customer engagement and supports wider distribution channels.
Customers enjoy consistent and seamless experiences across multiple channels, enhancing satisfaction and loyalty.
Comprehensive Digital Practices and Revenue Growth
Organizations at the Advanced Stage have adopted numerous eCommerce best practices, ventured into new channels, and nurtured a culture that believes in a digital future that complements traditional offline business. They generate a significant portion of their revenue from eCommerce by migrating recurring and less complex transactions to digital platforms. Every stakeholder has access to tools that facilitate business growth—from real-time order status for customers to a comprehensive 360-degree view of customers for salespeople, and analytics dashboards for team members.
These companies have crossed the digital divide, becoming organizations where digital channels are integral to both starting and completing customer journeys. They leverage digital solutions to address both online and offline challenges, embedding digital processes into the broader fabric of the company.
Innovation and Leadership for the Next Stage
To transition to the Expert Stage, organizations need visionary leadership willing to experiment and embrace new ideas. This evolution requires as much cultural openness to innovation as it does technological capability.
Collaborative Digital Success
Innovation that meets or exceeds customer expectations is critical at this stage. Best-in-class organizations foster a culture where innovative ideas are welcomed from all corners of the business, especially from those interacting directly with customers. Sales and customer service representatives often have the deepest insights into customer needs. Stage 3 companies operationalize the integration of customer feedback into their digital transformation efforts, ensuring that innovative ideas are effectively communicated and implemented.
AI and Modern Architecture
Advanced Stage companies employ larger teams that have delivered significant digital wins, often leveraging a composable architecture. They are beginning to experiment with AI-based tools to solve problems and enhance operational efficiency. For example, companies use AI to write marketing copy, ensure data cleanliness, and categorize data across different systems. To reach the next level, organizations need to scale these AI efforts, enabling more extensive marketing campaigns and ensuring data quality.
Clean Data and Customer Experience
Success in eCommerce is built on three pillars: team, technology, and data. At this stage, companies recognize the importance of clean, integrated data. Incomplete or inaccurate data is a significant barrier to eCommerce success. Investing in data hygiene and governance is essential for expanding distribution channels, creating a comprehensive view of the customer, and enabling seamless cross-channel experiences.
Harmonized Customer Experiences
Advanced Stage companies prioritize customer-centricity in their digital strategy. They ensure customers can research and purchase products seamlessly across all channels. This includes consistent pricing, real-time order visibility, and comprehensive customer service support. Companies enhance their digital capabilities by adding new payment methods, expanding product assortments, and utilizing AI-driven chatbots to improve customer interactions.
Steps to Move to the Expert Stage
To advance to the final stage of digital maturity, companies should:
Establish systems for ongoing data hygiene and governance.
Cultivate a Culture of Innovation
Encourage digital ideas from all levels of the organization.
Support AI Innovation
Allow AI enthusiasts the freedom to experiment and innovate.
Leverage Data for Customer Needs
Build operational excellence around using data to anticipate and meet customer needs.
By focusing on these areas, Advanced Stage companies can achieve greater digital maturity and position themselves for continued growth and success in the digital landscape.