Marketing 0

Digital Readiness Assessment
The different degree of readiness dictates the digitalization strategy
to pursue. Thus, it is essential to establish a diagnostic tool for
readiness assessment. The assessment must take into account both
the supply and demand sides. The first step is to determine if the
market—the demand side—is ready and willing to migrate to more
digital touchpoints. The next step—from the supply side—is to
evaluate the ability of companies to digitalize their business
processes to take advantage of the migration. The two considerations

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make up a matrix that maps a company's position in the digital
readiness quadrants.
To illustrate the four categories in the framework, we assess the
digital readiness of six industry sectors: high-tech, financial services,
grocery retailing, automotive, hospitality, and healthcare. The
position of each sector is based on the current situation in the United
States, and it may change over time as the market evolves.
Customers in other markets may have different degrees of readiness.
The readiness of industry players in each industry may also vary (see
Figure 5.3
).