COVID-19 impact causes first digital maturity approval of companies in Spain


According to the 4 study in Spain of the “ digital maturity index of companies ”, organizations have a digital maturity of 5.7

COVID-19 impact causes first digital maturity approval of companies in Spain

COVID-19 has accelerated the digital transformation roadmap of 74% of businesses but only 11% of businesses are innovative or disruptive. 62% increased their budget for technology and digital transformation projects due to the COVID-19 crisis

BY RRHHDigital, 02:00 – 06 November 2020

This week, the 4th study on the digital maturity index in companies in Spain, prepared by INCIPY, Digital Disruption Partner, was presented. The study, which was presented this year in online format, aims to measure the degree of digital maturity and the evolution of the stages of companies in Spain.

This year, for the first time, we approved the Digital Transformation, with 5.7 points out of 10, highlighting the growth of the most advanced stages of maturity in which companies find themselves: 31% are Strategic and 11% Innovative-Disruptive .

Likewise, the main finding of the study is that we have found a clear impetus from a transformational leadership that has chosen to accelerate the digitization of its organizations in the current pandemic environment. 74% of companies have accelerated their digital transformation roadmap and 62% have increased their budget for technology and digital transformation projects due to the COVID-19 crisis with a clear focus on digital commerce and digital relationships with its employees and clients as a key objective of the Digital Strategy 2021.

Despite the digital accelerator that the pandemic has laid bare, only 11% of companies are innovative or disruptive.

The study was conducted around four vectors, on which we will discuss the main conclusions:

1. Strategy and organization:

at. Transformational leadership continues to progress year after year and is once again the indicator with the highest rating, a notable one with 7.2 points. b. 74% of companies say they have accelerated their digital roadmap due to the COVID-19 crisis, but 38% of companies still do not have a holistic digital transformation plan for the whole company and 62% are following if a plan towards an Agile organization. vs. 45% of companies spend less than 10% of their budget on digital transformation, but in this edition 62% of them indicated an increase due to the impact of the pandemic.

2. Customer-centric:

at. Customer Centric has grown from 2.0 points in 2017 to 5.1 points in 2020, showing a clear commitment from Spanish companies to customer-centric business growth. b. All the customer awareness initiatives valued in this study have an adoption rate of less than 50%, posing a major point of improvement for them to be used as a lever for Digital Transformation. vs. 21% of companies use customer knowledge for the digital development of their products and services, a value that correlates with 38% and 18% of companies saying they use CRM and customer intelligence to get to know their customers. 78% have developed or increased the use of digital channels with their customers and / or consumers.

3. Digital business:

at. Digital commerce is the second fastest growing vector of the past year. We have seen greater adoption of Business Intelligence, one-third of companies are applying predictive analytics in business and marketing. But we have also identified a slight advance in Business Intelligence, Big Data and Artificial Intelligence in other areas such as Customer Service, HR, Production, Innovation … b. 61% of companies have innovated in their business models. Noting that 31% have created collaborative platforms for their customers and 21% new e-commerce models. vs. However, the majority of Spanish companies are still far from being seen as digital platforms or from developing disruptive business models.

4 people:

at. If the current health crisis has made us understand the current health crisis, it is the transformation of the way we lead, work and communicate in companies: 65% already have digital tools to network, 57% are developing policies flexibility beyond COVID-19 and 19% are moving traditional intranets to digital workplaces. b. Still suspended in the use of digital Employer Branding strategies: 26% take advantage of the digital potential, 9% have adapted their job sites and a little 4% who value the role of employees as brand ambassadors. vs. Digital skills training, digital requalification and the integration of new specialized digital profiles continue to be the big challenge for organizations: only 32% of companies offer digital skills and knowledge training to their employees, but this year is highlights as part of the marketing and digital communication profiles (26%) the need for Data experts such as digital analysts or data scientists (14%) and digital business (11%)

In the words of Joana Snchez, President of INCIPY, “the results of this study show that digital transformation continues to be an open issue for businesses in Spain, although for the first time in four years we have ‘ve approved. This is mainly generated because 69% have their leaders’ commitment to digital transformation and 74% have accelerated their digital roadmap due to the current health crisis situation. “

Download the full report here

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