OK, I confess... Following the market survey in association with the Karel de Grote (Charlemagne) University College of the digital maturity of Belgian companies, I was suspicious about the findings. Was it salt in my eyes? Or did I look more than a one-eyed king in the Land of the Blind? Consequently, these past few weeks, I’ve been roaming back and forth on websites, newsletters and other digital channels of the companies that were polled. With 1 big question: do they actually ‘do’ what they’ve been ‘saying’?
Companies indicate a lower digital satisfaction score in 2016 in comparison to 2015!? They state there is too much room for improvement, but that there are too few resources.
Take the notion of ‘personalization’, for example. I tried, to no avail, to highlight 23 must-have features. Pitiful and, at the same time, frustrating that only 34% of the companies implemented ‘personalization’ successfully. While 74% in the survey had stated that they were going full pelt for personalization. Oops! Were they lying then? Or don’t they know how to go about it? And this in an era when everyone has a lot to say about ‘customer first’ and the ‘customer experience’.
RED ALERT: We are losing the focus on mobile in 2016 (compared to 2015)
In which regions do companies have a digital strategy?
We tend to shoot at everything that moves. The market study reveals that Belgian companies are eager to follow tools and trends. But we lack full integration. Flirting should now bend to a trustful relationship to disclose its full potential.
For Heaven’s sake, why Waiting for Godot (a play be Samuel Beckett). Why do we lie to ourselves?
Or haven’t we a clue about how to go about it?
I have got the message and it’s now chiseled in stone on my company’s wall. Care to join us?