Customer-facing Digitization Creates the Most Value
Abstract
In this briefing, the authors report survey results on the degree of digitization in companies today. They examined twelve core business processes in three key areas—shared services, operations, and customer-facing—for their degree of digitization and relationship to enterprise performance. Enterprises with digitization of shared services and operations processes in the top 25% did not have higher performance. But enterprises with digitization of customer-facing processes in the top 25% had significantly higher growth. A case study of Royal Caribbean Cruises Ltd. illustrates how digitizing customer-facing processes can automate, integrate, and coordinate the customer experience, which helped Royal Caribbean increase revenue.
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About the Authors
Stephanie L. Woerner, Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
Mark McDonald, Group Vice President and Gartner Fellow, Gartner, Inc.
Peter Weill, Chairman and Senior Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
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