Las empresas que operan en España han aprobado, por primera vez, en Madurez Digital, principalmente por el claro impulso del Liderazgo Transformacional que ha apostado por acelerar la digitalización ante el entorno actual de pandemia.
Esta es la principal conclusión que se desprende del 4º Estudio del Índice de Madurez Digital en las empresas en España del INCIPY, que revela que el 74% de las empresas han acelerado su Transformación Digital y el 62% han incrementado su presupuesto destinado a tecnología y a proyectos de la Transformación Digital, no obstante, el 45% invierten menos del 10% en este ámbito.
Este año las empresas españolas han obtenido 5,7 puntos sobre 10 en Transformación Digital, encontrando, también, una evolución positiva en los estadios más avanzados de madurez digital en los que se encuentran las empresas: un 31% son Estratégicas y un 11% Innovadoras-Disruptivas.
El Liderazgo Transformacional sigue avanzando año tras año y vuelve a ser el indicador con mayor calificación con 7,2 puntos. A pesar de ello, apenas el 15% de las empresas españolas han implementado un plan de Transformación Digital, y sólo el 62 % de las empresas tienen un Plan de Transformación Digital holístico para toda la compañía.
A ello se suma que un 38% están abordando Planes de Transformación hacia una Organización Agile, por lo que todavía estamos muy lejos de que las empresas españolas puedan desarrollar modelos disruptivos de negocio.
Por su parte, el Customer Centric evolucionó de 4,7 puntos en 2019 a un 5,1 en 2020, un aprobado que demuestra un claro impulso por parte de las empresas hacia un crecimiento del negocio con foco en el cliente.
Todas las iniciativas de conocimiento del cliente siguen teniendo una tasa de adopción inferior al 50%, y el 21% de las empresas utilizan el conocimiento del cliente para el desarrollo digital de sus productos y servicios, valor que correlaciona con el 38% y el 18% empresas que manifiestan que utilizan CRM y Customer Intelligence para conocer a sus clientes, con un claro incremento del uso de canales digitales.
El Negocio Digital es el vector de mayor crecimiento en el último año por el impacto del COVID-19, pasando del 4,3 a un 5,4 puntos sobre 10. El 61%de las empresas han cambiado o innovado en su modelo de negocio por la pandemia.
En este sentido destaca una mayor adopción de la Inteligencia de Negocio en todas las áreas de la empresa que pasa del 4,1 al 5,6 en 2020. Las compañías avanzan en su transformación Data Driven, aplicando Business Intelligence, Big Data e Inteligencia Artificial no solo en Marketing y Ventas sino también en Customer Service, RRHH o Industry 4.0.
Cabe destacar el gran avance en el desarrollo de plataformas colaborativas y de la Inteligencia Artificial, con un 31% y 14% respectivamente, lo que indica una clara aceleración del negocio digital de las empresas que operan en España.
Por otra parte, el 65% de las empresas están trabajando en red y el 57% plantean implementar políticas de teletrabajo y flexibilidad. Asimismo, en cuanto a la incorporación de nuevos perfiles digitales, cabe destacar los perfiles en marketing y comunicación digital (26%), los expertos en Data (14%) y negocio/estrategia digital (11%). Por último, en Employer Branding solo un 9% de las organizaciones aprovecha el potencial digital en sus webs corporativas de empleo.
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