Entirely Tech

MANCHESTER TECHNOLOGY NEWS


The Knowing and Doing Digital Gap


Survey unveils huge differences between knowing how to be digitally effective versus how UK businesses are approaching digital development



The Knowing and Doing Digital Gap

New research has highlighted that as businesses strive to meet the needs of today’s digitally empowered consumer there is a gap between businesses knowing what drives digital effectiveness and current digital practices.  

 

The findings were part of a larger study exploring the opinions and digital practices of UK businesses. It also compared the views of the top performing businesses with those of their mainstream counterparts.1

 

In the report,

 

97% of the digital decision makers in UK businesses questioned believe that focusing on user needs leads to better outcomes

97% agree cross-disciplinary teams drive the best results

94% said that senior leadership support and buy-in is vital when creating digital products/experiences

96% agree team learning and reflection is a necessity for digital transformation

92% said long term versus short term goals are more likely to be more successful

88% agree Agile approaches are more likely to be successful than traditional ones (e.g. waterfall)

 

It was quite a different story when the survey asked the same respondents about their actual digital practices.  

 

While 97% believe that user-centricity leads to better outcomes, overall, only 65% said that they put user needs at the heart of their development. Comparing top performing businesses and the mainstream, three-quarters of top performing businesses say they put the user needs at the heart of their development but only half of the mainstream group say the same.

 

It was a similar result looking at ‘belief’ and ‘practices’ regarding cross-disciplinary teams with just over 70% of all respondents implementing this approach (despite nearly all saying this is necessary for success). Again top-performing companies are slightly more advanced towards multi-disciplinary teams in comparison to their mainstream counterparts (81% versus 66%).

 

While 96% of the company respondents agree team learning and reflection is a necessity for digital transformation, half (52%) of organisations don’t take time out to learn and reflect. A mere 40% of mainstream businesses said that their teams take time out to learn and reflect on what they are doing.

 

And looking at practices around long term versus short term goals; while a massive 92% say businesses that concentrate on the long term are likely to be more successful, in practice 53% actually admit to focusing on short-term targets. Only 35% of the mainstream group said that they focus more on long-term goals than short-term targets.

"It was striking to see the difference between what companies think will help them drive digital effectiveness and what is happening within their businesses. "
Tony Foggett



 

Agility is also cited as a best practice (88% of all companies think agile approaches are more likely to be more successful than traditional ones) but overall only 58% adopt agile methods; this figure dropped to less than half (46%) of mainstream companies and only 58% focus on outcomes in development and are happy to change requirements if needed.  70% of top performing businesses adopt agile processes and three-quarters of the top performing businesses say that they focus on outcomes in development and are happy to change requirements if needed.

 

Other key findings in the survey include:

 

56% of businesses questioned still leave testing to the end of a project

Only 51% can attribute ROI to specific digital projects 

And less than half actively look for waste in processes to maximise value

 

The survey was commissioned by digital agency Code Computerlove. CEO of Code Computerlove, Tony Foggett says, “While our survey was primarily designed to show levels awareness around Product Thinking, a mindset and approach to digital product development, it was striking to see the difference between what companies think will help them drive digital effectiveness and what is happening within their businesses.    

 

“There is clear consensus that digital approaches need to be customer-centric, agile and data-driven, all principals that fall into the Product Thinking mindset that we implement. But all business – whether they are out performing their competition or not – seem a way off actually truly embracing these techniques.

 

“The survey also highlighted that while most companies agree what the basic principals of a digitally transformed business are, it is the EXECUTION that makes the difference between best performers and the rest. The gap between thinking and doing is much smaller for top-performing companies than it is for their mainstream counterparts.

 

“So what’s stopping businesses from applying a Product Thinking approach as a means to get ahead? One theory is the degree to which they can, and have, changed their business culture. As businesses move from the traditional ways of working to the more agile/adaptable approaches required for the 21st century they come up against deeply ingrained structural and cultural barriers.

 

“While agreement with the principals of a digital-first organisation is all but unanimous, the majority of businesses still have cultures that can best be described as retrograde.”

 

Foggett added, “Ultimately ‘Product Thinking’ is a cultural model that pertains not only to a mindset (a collective drive for effectiveness by continually growing value for the customer and company) but also the methodologies, roles and organisational design required to see the approach through.

 

“While it’s impossible to prove that it’s the implementation of these Product Thinking ideas that is responsible for ‘success’ in the top performing businesses the correlation is extremely strong. In organisational culture, management approach, development philosophy, every area of business practice we looked at showed the firms who acted on the product philosophy were more likely to be successful.”




DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.







JMC IT


Founded in 1981, JMC IT is an award-winning IT support partner based in Agecroft, Salford.






Kieron James

Entrepreneur


Kieron started his career as a Teacher before moving into the emerging market of web domain names sales in 1999. In 2005, he branched out into telecoms, founding Zimo,which won the industry's Service Provider of the Year Award in 2008. He went on to cofound Nexbridge, wich provides industry-leading telecoms services to communications providers and recently branched out into IP telephony services with the popular WHYPAY conferencing service which offers free conference calls to UK businesses.






Stonehouse Logic


StoneHouse Logic provides IT systems that resolve the limitations and frustrations our clients are faced with, as well as offering services and software that maximise their productivity and profitability. \r\n






LouisJames Davis

CEO and Founder VST Enterprises


Louis-James Davis is Founder and CEO of VST Enterprises, a revolutionary tech company that has invented concepts that aim to revolutionise the banking sector with a focus around consumer interaction and security. In 2011, Louis-James received the award for young entrepreneur of the year BEI International.Louis-James has since spoken at many exhibitions and conferences on behalf of VST Enterprises, MIDAS, UK Trade Investment and the Manchester Universities.






VST Enterprises

Technology Enterprises


VST Enterprises is a revolutionary tech company that aims to bring forth various concepts to boost physicaldigital asset traceability, eliminate counterfeiting and fraud as a whole and revolutionise the banking sector with a focus around consumer interaction and security. VST Enterprises has created the revolutionary VCode, VPlatform. VST Enterprises was established by partners Louis-James Davis and Andy Giblin, who share a passion for all things related to design, development and coding.






RECOMMENDED FOR YOU ON ENTIRELY NORTH WEST