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Digitisation connects customers to companies on a new level 

PA’s Kevin O’Shaughnessy, a digital expert, is quoted in an article in Computer Weekly. The article explores digital and what it means for different organisations and functions within a business.

According to PA’s Digital Barometer, which looks at how organisations are adapting to the digital age, 78% of the 400 firms questioned classed themselves as somewhere between “digital dabblers” and “digitising today”.

The article goes on to quote more of PA’s research: Of that group, 62% were keen to find ways to create new products, services and even business models using digital means. On the downside, however, only 18% said they understood what going down this route would mean for their organisation and less than 30% felt they had the right approach internally to succeed. Legacy technology and a lack of appropriate skills were also seen as a drag on change.

Kevin explains that over the past 12 to 18 months he has seen a leap in awareness of the issues, especially at senior levels. He also comments that industries such as retail, travel and retail banking are now “moving quite fast”.

“For incumbents the drivers are defending their customer base, cutting costs and making themselves appear more relevant and modern,” says Kevin. 

He goes on to say that: “New firms, on the other hand, are trying to steal market share and scale up to become bigger. So there is a polarisation there.”

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