We’re piloting research on digital culture in Australian organisations and the leadership, capability and technology challenges to digital transformation. This was first announced over at B&T.
ntegrity’s founder and managing director, Richenda Vermeulen, says “Most of the research on this topic is US based, with the most well-known research coming from Adobe and the Altimeter Group. To us there is a clear need to publish findings specific to Australia.”
“Australian companies are facing a widening gap from the increasing expectations of mobile-centric customers and experiences that miss the mark. From working with countless leaders across corporate, NFP and government industries, one serious challenge affecting many companies in delivering exceptional customer experiences is the lack of digital skills in Australia, both in leadership and in implementation,” Vermeulen says.
Preliminary findings are showing that these challenges go deeper than a digital skills gap, but whether organisations have internal cultures equipped for innovation and agility is yet to be determined.
This research is exploring the voice of digital in Australia’s executive teams, whether there is adequate allocation of staff, competition between media and resource pools, and an organisation’s ability to leverage new technology and appropriate training.
First access to findings will be given to participants of the Digital Culture Survey, which is open to all staff that work in digital. The survey will be further supplemented by qualitative interviews with key marketing leaders across eight different industries.
Vermeulen says, “We’re hoping this research, which will be accompanied by further quantitative and qualitative research, will give us a pulse take on the attitudes, assumptions and realities informing digital culture across a spectrum of industries. This should, in turn, assist companies in transforming into agile, innovative and digital-first cultures who are able to deliver exceptional customer experiences.”