Digital Maturity: It’s not what you do; it’s how you do it
- July 2017
- Soho Hotel, London
When Little Richard sang “It ain’t watcha do (it’s the way that you do it)” he had no idea that 45 years later it would be the inspiration behind the naming of this year’s DMI research.
In a super cool room — both in terms of décor and temperature* — at The Soho Hotel, we launched our findings at a breakfast event for digital leaders from companies including Barclays, Lloyds, Diageo, Groupon, British Medical Journal, O2, Zoopla, British Gas, Maplin, Valuation Office Agency and William Jackson Food Group.
Emma Robertson — Transform’s CEO — shared how digital maturity can feel a little like chasing the pot of gold at the end of the rainbow. As you achieve one milestone, you look up to see the rainbow’s moved and that pot of gold is as illusive as the profitability stakeholders seem to immediately expect from any digital activity…
When we first started researching for DMI in 2010, we asked questions like “Do you have a website? Is it transactional?” Several iterations of DMI later and we were asking, “Do you have a mobile strategy?” Then the world shifted on its axis away from technology and channels to focus on the customer and we were talking about user journeys, feedback and CX strategies. In 2017 the press is dominated by technology yet again as AI, voice interfaces and IoT developments take centre stage. Which is a mistake…