Digital maturity is a designation that your ecommerce business can claim once it has attained a high degree of efficiency on several dimensions.
According to LinkedIn, there are six core aspects of a digital maturity assessment:
Let's review LinkedIn’s assessment of these markers so that your ecommerce business can track its progress toward digital maturity.
1. Strategic dynamism
Strategic dynamism is defined as a “model of organizational leadership based on the idea of strategic inflection points,” according to University of Virginia librarian, Rick Anderson, for The Scholarly Kitchen.
In the simplest terms, this translates to how your digital vision is implemented and how your business responds to issues as they arise.
The Open Digital Maturity Model identifies three nodes of strategic dynamism:
Having streamlined operational systems in place is an indicator of digital maturity.
Some ideas for operational improvements that you can make to your ecommerce business, courtesy of The Times of India, are:
3. Company culture
Linkedin describes a positive company culture on its way to digital maturity, as a “learning organization.” This means that your work culture should be “nimble,” or have the ability to adjust as circumstances change.
Additionally, a digitally mature team has a culture of adopting technological change and improvements. And to that end, innovation and ideation, the process of coming up with ways to do things using new and better methods, should occur in a team setting.
4. Customer experience
“Customer centricity,” or a client-centric organizational attitude, is the cornerstone of a good customer experience. This means companies that put their customers “at the heart of their organization.”
But how exactly do you create a customer-centric strategy?
First, it requires everyone, from the top-down, to “buy in,” so to speak. This means that there can’t be a “customer comes first” face of the company without internal operations changing. The customer needs to be at the center of every employee's decision-making.
Second, shifting away from a product-centric culture to a customer-centric one is the next important step. This one has a lot to do with your ads and marketing strategy. Marketing specific products to targeted customers, as opposed to blanket ads geared toward selling as many products as possible, is the right approach.
5. Technological maturity and innovation
How frequently does your ecommerce store upgrade its technology processes? Are you benchmarking your “technology maturity” against your competition? Both are questions that need to be answered in order to assess your technological maturity on the road to overall digital maturity.
Technology is a key component of a digital maturity assessment, as there is no digital maturity without it.
According to the Open Digital Maturity Model, “Digital Technology Leadership” can be defined by three points:
An ecommerce business that excels at Digital Technology Operations is one that blends its business processes with technological improvements that improve the customer experience and overall performance of the business.
Digital Technology Adoption & Policy is measured by a company’s ability to integrate new technologies into existing processes. For example, this can be introducing new time-saving and efficiency-promoting technology to replace an old way of doing a certain process.
And on the third point, Digital Foundational Technology, the speed at which companies are able to undergo digital transformation has everything to do with their technology foundation.
According to McKinsey, “today’s digital natives can build greenfield digital business processes unconstrained from prior work, in online marketing, sales, distribution, and other areas.”
6. Data usage
Finally, having a mature data strategy is the final indicator of digital maturity. A mature data strategy is one that ensures data is secure and has a sophisticated governance process.
What is sophisticated data governance? Linkedin identifies 3 important elements of good data governance:
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Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.