AU G U S T 2 013
b u s i n e s s
t e c h n o l o g y
o f f i c e
Bullish on digital:
McKinsey Global Survey results
CEOs and other senior executives are increasingly engaged as their
companies step up efforts to build digital enterprises.
and Paul Willmott
As businesses continue to embrace digital tools
their digital goals. We found that despite the
and technologies—especially when engaging
organizational and talent challenges, executives
with customers—C-level executives in a recent
remain optimistic about digital business.
McKinsey survey say they are stepping up their
own involvement in ...view middle of the document...
critical to seeing real business impact from digital.
Nevertheless, there is more work to do: most
In the survey, we asked respondents about five
are one-quarter of the way toward realizing the
digital-enterprise trends: big data and advanced
end-state vision for their digital programs.
executives estimate that at best, their companies
analytics, digital engagement of customers, digital
engagement of employees and external partners,
automation, and digital innovation.2 Specifically,
we inquired about their companies’ adoption of
Focusing on customers
and the top line
and focus on each trend, what impact digital
technologies can (and do) have on their businesses,
Executives say each of the five digital trends we
and what obstacles companies face in meeting
asked about is a strategic priority for their compa-
Executives are optimistic
about digital tools, including
big data and advanced
analytics, and report their
companies have more fully
embraced these technologies.
remain: to realize the true
potential of their digital
must address a number of
Finding the right leaders,
managing expectations, and
prioritizing talent could help
companies move forward
and reap greater rewards.
nies.3 Of these, the trend that ranks highest is
By comparison, companies have been slower
customer engagement: 56 percent say digital
to adopt digital approaches to engaging their
engagement of customers is at least a top-ten
own employees, suppliers, and external
company priority, and on the whole respondents
partners. Here, executives say their compa-
report notable progress since 2012 in deploying
nies most often use online tools for employee
practices related to this trend (Exhibit 1).
evaluations and feedback or knowledge
Companies have made particularly big gains
McKinsey On Business Technology 2013 — MCK Global Surveysmaller shares report more
in their use of digital to position material
advanced uses, such as collaborative product
Exhibit 1 of across channels and to make
design or knowledge sharing across the
personalized or targeted offers available online.
The digital engagement of customers accelerates.
% of respondents1
Companies’ use of digital customer-engagement practices2
Deployed at scale
Fully deployed in 1 business
unit or function
Positioning and branding
material consistently across
online and ofﬂine channels
Using advanced customer
targeting to advertise
information or targeted offers
Engaging customers through...