Measuring your digital strategy successes from technology

Often disappointed when a tradie does some work around your office?

I am!

But it’s not in the way you might think.

I’ve been getting some refurbishment work to my office, due to a flooding in one of this year’s rain events. This includes some floor covering, electrical work, carpentry and glass screen repairs. Luckily most of the cost was covered by insurance.

The insurance and flooring companies operate a good digital program. Booking, notification and customer satisfaction survey all automated. As you would expect of medium to large customer service businesses.

The tradespeople had no digital strategies. One had a business domain name, didn’t renew, and lost it. An expansion was being planned for the other. There was no strategy to effectively manage the extra resources or work.

Digital Strategy Development

So, I ran both businesses through a digital score analysis tool. This produced some interesting outcomes. Comparing them to Construction and Other Services industry profiles.

The “other services” business scored poorly against the 175-other business in the sector survey. This business scored 11 overall. Comparing to other business in the sector across the 4 digital strategy measures;

The suggested developments are being considered by the business.

The “construction business” owner was digitally aware and had an objective. But suffered from the common issues. Initially, knowing where to start and lack of confidence because of previous poor advise. Overall the digital score was 25, there were 40 like businesses who had undertaken the analysis. The industry comparison digital strategy adoption score was;

A digital strategy program was agreed. The budget to complete this was set at $350. The program was;

  • Get a business relevant domain name
  • Setup domain management
  • Establish business grade SaaS services for email, document sharing, and storage
  • Seek digital advice when required

The Digital Scorecard program was run again the expected with the new programs in place.

The results were

  • Operational Efficiency Score 56 against a target of 65, baseline 48
  • Vision & Planning Score 25 against a target score of 30, baseline 0
  • Sales & Marketing Score 25 against a target score of 30, baseline 0
  • Digital Capabilities were not addressed in the program plan and remained at 0.

Overall digital score ranking was raised to 38, from a baseline of 25

Improvement through Small Steps

Significant improvements require small and directed steps. These need not be expensive just effective.

Incrementally reviewing the digital program is required 3 to 4 times per year. A three-step review preceded by an annual program strategy session. This delivers the best results for most businesses.

A digital strategy development program focuses on the category where there is most to gain. Preparing a scorecard as part of the review identifies the areas where the most gains can be made.