Companies that have reached the Expert Stage excel in three critical areas. First, they have a cutting-edge technology infrastructure, often built with composable architecture, enabling them to scale and introduce new functionalities rapidly and efficiently. Second, they cultivate a culture where the entire team understands how digital and non-digital channels collaborate to drive revenue. They recognize that digital and physical channels work together to create seamless experiences that enhance customer loyalty. Third, these companies are adept at using AI to scale operations cost-effectively. Most importantly, they align their technology and team with customer needs, adopting an agile approach to continuously deliver customer value.
At the Expert Stage, companies leverage digital tools to create new business lines and revenue sources. For example, global manufacturer Bosch developed a new business by integrating Bluetooth location tracking in their devices, allowing construction contractors to match labor with assets efficiently. This innovation led to the creation of asset tracking and management software, opening a new revenue stream for Bosch.
In Expert Stage companies, the CEO drives a customer-first digital strategy, and the C-Suite executes it effectively. Every team member is empowered to prioritize customer needs, supported by a 360-degree view of the customer. Salespeople can see cross-channel product orders, business analysts can access data for informed decisions without relying on specialists, and product managers engage directly with customers for real-time feedback on product development.
Companies at this stage use real-time data to power sophisticated customer engagement across channels. Amazon exemplifies this approach, leveraging customer and product data to offer personalized, seamless buying experiences. Expert Stage companies aim to emulate such success, understanding that scalable architecture is crucial for handling growing data and integrating best-of-breed tools. They layer AI on top of these tools to streamline workflows and deliver exceptional customer experiences at scale.
One of the biggest challenges at the Expert Stage is maintaining momentum and avoiding complacency. As organizations grow and achieve success, the urgency for innovation can diminish. To counter this, Expert Stage companies constantly seek the next "10x" change—innovations that can exponentially impact their business. This culture of continuous experimentation, learning from failures, and celebrating victories ensures that the digital team remains dynamic and forward-thinking.
Expert Stage companies excel in quickly gathering and analyzing data, making decisions, and executing plans. They frequently ask themselves:
- What technology investments are needed to scale rapidly?
- What processes can be standardized to expand into new markets efficiently?
- How can we ideate, test, and iterate quickly?
- How often should we revisit these questions to stay ahead?
Moving Beyond the Expert Stage
To further advance their digital maturity, companies should:
- Invest in tools that empower business users to gain insights independently.
- Foster a culture that values test-and-learn as a key driver of innovation.
- Utilize AI and predictive analytics to uncover hidden demand and identify new business opportunities.
- Focus on identifying and pursuing 10x projects that can significantly transform the business.
By addressing these areas, Expert Stage companies can continue to evolve, maintaining their position at the forefront of digital innovation and customer engagement.