DIGITAL BUSINESS AGILITY IS NO LONGER A “NICE-TO-HAVE”—IT’S A NECESSITY
Now and in the coming months, businesses are going to become more reliant than ever on their digital strategies. Those that don’t have digital business agility will feel the effects, as their inability to sense and respond to customers’ changing needs will put them at a severe disadvantage.
Digital business agility doesn’t stop with just having digital capabilities. It needs to be backed by a cloud infrastructure, agile enterprise engagement platforms, a command of operational and customer data, and scalable organizational structures to enable ways of working that allow enterprises to pivot to customers’ new changing requirements.
During these turbulent times however, many enterprises may not have the digital infrastructure, tools, and capabilities required to quickly to enable business continuity. They also may not be able to properly scale for remote working in ways that provides employees with the structure and access to critical information and data to engage proactively with customers.
According to Omdia’s ICT Enterprise Insights 2019/20 – Global: ICT Drivers and Technology Priorities, when asked if they had support for a digital culture and organizational structure to align with digital transformation efforts, 31% of the 4,480 respondents said they were in progress, 18% said they remained in early stages, 10% hadn’t started, and an astounding 9% said they found it irrelevant. The same can be said when asked about whether they had a digital workplace strategy. Of the respondents, 29% said they were in progress, 21% remained in early stages, 11% hadn’t started, and 8% found a digital workplace strategy irrelevant.
Staying relevant with customers requires businesses to gain a holistic picture into their journeys, accessing real-time and unified insights about customers, and engaging with them at the right time and right place. But this level of engagement is impossible with siloed data and an absence of tools and technologies to activate the data. Real-time visibility and response capabilities from the back office to customer-facing business units will become increasingly critical to help pinpoint issues before they surface and identify optimal solutions in this ever-changing environment.
Digital technology coupled with integrated real-time information will allow businesses to gain global synergies while remaining locally responsive. They will have the tools to virtualize individual work and as a result, gain powerful enablers for knowledge sharing. Employees will consequently benefit from collaborative tools and real-time access to data and content, which will improve interactions with customers.
Ultimately enterprises that are digitally agile will be hyper-aware of micro-changes in customer behavior, can respond intelligently, and deliver relevant messages to their customers at scale across channels. During this uncharted and unstable time with so many unknown variables, enterprises will quickly learn that digital business agility is fundamental for business continuity, sustained business operations, and frictionless customer engagement.
Straight Talk is a weekly briefing from the desk of the Chief Research Officer. To receive this newsletter by email, please click here.
- Contributed by knowledge partner: OMDIA