Over the past few months we have been polling chief executives and senior professionals from the commercial, not for profit and public sectors at a number of events both here, in Australia and in Asia. We asked them to rate their own company’s ‘CX Fitness’ using the model and test from our report and they were all asked same question:
Which of the following areas would you choose to invest in in 2015 if you were given the budget?
A highly engaging and results driven social presence
A new transaction focused website (versus one that’s information based
Targeted and innovative solutions for mobile and tablet devices
A forward-looking digital strategy that’s woven throughout the business
Given that we were polling executives from sectors as diverse as education and finance, in locations as equally diverse as London and Hong Kong, it is clear that 2014’s buzz around ‘digital transformation’ has got everyone looking at their existing operations and services with a sense of fear as it was option number 4 – a new multichannel strategy for digital – that came top of the wish list for almost all.
Equally surprising was how low each attendee scored their own company’s ability to adapt to change and deliver excellent customer experience in the new digital world.
Our CX Fitness test ranks organisations into one of four categories: Endangered, Exposed, Contender or Champion. Of those who took the test, almost everyone rated themselves as ‘Exposed’. In a room full of their competitors, everyone answered very honestly and in doing so, what became clear was that there is a fundamental need – and more importantly, a desire – to invest in a solid digital strategy that can help power an organisation forward and ensure digital investment is spent wisely over the long term.
This year we (Precedent that is) celebrated our 25th anniversary and what’s incredible is that we share it with the very thing that sits at the heart of our business: the world wide web. But as a full service digital agency, the services we offer have continued to adapt and change over the years in order to ensure we can remain relevant to our clients.
What’s interesting is that five years after all the hubbub about ‘web 2.0’ and ‘we need to build an app!’, digital has finally arrived at its rightful destination: the boardroom.
It is now being looked at as the key driver of business transformation for even the most traditional sectors and it is now understood that there’s no magical ‘one size fits all’ when it comes to digital. Each organisation needs a digital strategy that’s interwoven into the wider business strategy. What is now apparent to organisations of all shapes and sizes is that those who put the customer experience at the heart of their organisational strategy will be the ones most likely to succeed in 2015 and beyond.