Digital Maturity Assessment


  • What is the current penetration of digital usage across various demographic parameters?
  • What are the key drivers for digital adoption?
  • What are the bottlenecks to digital adoption?
  • What are the KPC for going digital as compared to traditional modes?
  • What is the impact of incentives e.g. cashback, offers, etc. to drive adoption of digital modes?
  • Which touch points in digital journey be made seamless to increase adoption?

Relevant Case Studies

  • Partner journey mapping for a leading hospitality tech brand
  • Digital maturity assessment of prospective customer group of a large financial software provider
  • Conducting a quantitative research to understand adoption of digital apps amongst farmers
  • Preference and adoption of digital process across supply chain participants
  • Preference and adoption of digital app for public transportation
  • Digital maturity assessment of intra-city bus ecosystem in India
  • Preference and adoption of digital payments apps
  • Assess digital solution provided by growing WMC
  • Assess the digital maturity of learners via journey mapping for a leading EdTech player

Partner journey mapping for a leading hospitality tech brand

Partner journey mapping for a leading hospitality tech brand

Objective

  • Client wanted to map the end-to-end customer journey across awareness, consideration, engagement, onboarding and post-onboarding of its partners to reduce friction and identify areas of digital intervention for value creation

Methodology

  • Identified the key touchpoints in the partner journey through in-depth consumer discussions (N = 30) in 5 cities to understand the different onboarding and usage journey of partners on the platform
  • Conducted unaided focused group interviews to uncover the pitfalls in the partner journey while using website / mobile application of client during the onboarding process
  • Benchmarked the partner journey with that of a global industry competitor to identify friction points and areas of digital intervention

Impact / Outcome

  • Developed a partner journey and identified areas for digital intervention to enhance the partner experience
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Digital maturity assessment of prospective customer group of a large financial software provider

Digital maturity assessment of prospective customer group of a large financial software provider

Objective

  • A large financial software provider wanted to understand the digital maturity profile of its prospective customers and identify need gaps

Methodology

  • Conducted in-depth interviews (N = 30) with users of financial software of the client; Interview variety included customers of different sizes to understand digital maturity across six dimensions (strategy, culture, organization, process, technology, and customer engagement)
  • Created preliminary findings basis the interviews on which a survey (N = 150) was conducted for the potential customers across 5 cities
  • Basis survey, quantified unmet needs of different sizes of prospective buyers and variation along with digital maturity
  • Benchmarked customer’s feedback about the client's software against those of its competitors

Impact / Outcome

  • Client could clearly identify the digital maturity profile of its target customer group and also identified the unmet needs of prospective customers
  • Client was able to understand feedback on current competing software products available in the market
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Conducting a quantitative research to understand adoption of digital apps amongst farmers

Conducting a quantitative research to understand adoption of digital apps amongst farmers

Objective

  • An Indian AgriTech platform for discovery of cattle buyers and sellers wanted to understand the digital maturity and penetration of agri apps in northern states of India

Methodology 

  • Conducted in-depth interviews of farmers (N = 30) to understand farmers’ digital persona, cattle buying and selling process, key requirements, key sourcing channels and pain points 
  • Conducted quantitative survey amongst cattle buyers and sellers (N = 400) to understand key purchase criteria, usage of basic as well as agri apps, key inhibitors and drivers of adoption, NPS of the AgriTech app, key strengths and pain points 
  • Analysed responses from cattle buyers and sellers to classify them into digital personals, understand digital app adoption and usage, and key drivers of adoption of cattle buyer and seller discovery app in question. 

Impact / Outcome

  • Helped client understand digital maturity of farmers in north Indian states, and recommended key initiatives to drive adoption of cattle buyer and seller discovery app. 
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Preference and adoption of digital process across supply chain participants

Preference and adoption of digital process across supply chain participants

Objective

  • A leading Oil and gas-oriented SaaS wanted to understand the level of adoption of supply chain participants with respect to digital processes. Further, the client wanted to understand willingness of supply chain participants to adopt a digital product (for procurement and supply chain digitization) 

Methodology

  • Conducted customer survey (N = 500) for across in 4 weeks across 10 cities (mix of metro and tier 1 cities) for different customer archetypes across geographies, turnover, type of organization, etc. 
  • Mapped typical digital adoption journey to identify existing digital touch points and further opportunities for digitization 
  • Conducted in-depth distributor and vendor interviews (N = 30) to understand the functionalities they want from a new digital product, the key drivers of digital adoption, importance of brand and their willingness to pay 
  • Deep-dived into product and performance benchmarking of key players to identify level of digitization and functionality 
  • Conducted in-depth competitor interviews (N = 10) to understand strategy towards customer acquisition for digital offerings and technological pipeline 

Impact / Outcome

  • Client gained detailed insights on adoption of digital software across geos and extent of digitization across supply chain. The client also understood key strengths and improvement areas for different supply chain partners along with customer’s willingness to adopt a new product 
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Preference and adoption of digital app for public transportation

Preference and adoption of digital app for public transportation

Objective

  • A leading public transportation tracking company wanted to understand the level of adoption of consumers with respect to digital usage for bus commute
  • Further, the client wanted to understand willingness of commuters to adopt an innovative transportation app

Methodology

  
  • Conducted customer survey (N = 700) in 3.5 weeks across 10 cities (mix of metro and tier 1 & 2 cities) for different customer archetypes across geographies, age-groups, income, and employment categories 
  • Mapped typical consumer commute journey to identify existing digital touch points and pain points with traditional means 
  • Conducted in-depth service provider interviews (N = 15) to understand the key drivers of digital adoption and benefits of partnering with such an app 
  • Deep-dived into product and performance benchmarking of key players to identify level of digitization and functionality 

Impact / Outcome

  • Client gained detailed insights on adoption of transportation apps across customer archetypes 
  • Client appreciated the detailed analysis on extent of digitization across transportation modes 
  • Client also understood key strengths and needs for daily commute transportation app along with customer’s willingness to adopt
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Digital maturity assessment of intra-city bus ecosystem in India

Digital maturity assessment of intra-city bus ecosystem in India

Objective

  • To understand level of tech adoption and target’s relative position in daily bus commute across categories and key challenges & success factors of various players 

Methodology

  • Benchmarked the business models major companies (N = 5) operating in the bus ecosystem, various features provided across transit and bus aggregator apps 
  • Benchmarked technology and infrastructure facilities provided in Indian intra-city bus travel across several metro and T1 cities and compared to select other countries   
  • Conducted in-depth interviews (N=30) with bus operators to get an understanding about their tech adoption levels, reasons for the adoption level and key challenges / success faced by the bus operators in day to day operations 

Impact / Outcome

  • Client was provided with an understanding of the key usage drivers of its app and reasons behind continued low adoption rate 
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Preference and adoption of digital payments apps

Preference and adoption of digital payments apps

Objective

  • A leading Fintech company wanted to understand the level of adoption of consumers with respect to digital payments apps. Further, the client wanted to understand willingness of millennials to adopt a new financial product / offering, the key functionalities expected from the offering and their willingness to pay. 

Methodology

  • Conducted customer survey (N = 1,000) for across in 3.5 weeks across 10 cities (mix of metro and tier 1 cities) for different customer archetypes across geographies, age-groups, income, and employment categories 
  • Mapped typical consumer personal finance management journey to identify existing digital touch points and further opportunities for digitization 
  • Conducted in-depth customer interviews (N = 30) to understand the functionalities they want from a new digital financial offering, the key drivers of digital adoption, importance of brand and their willingness to pay 
  • Deep-dived into product and performance benchmarking of key players to identify level of digitization and functionality 
  • Conducted in-depth competitor interviews (N = 10) to understand strategy towards customer acquisition for digital offerings and technological pipeline 

Impact / Outcome

  • Client gained detailed insights on adoption of digital payment apps across demographic cuts and extent of digitization across payment players. The client also understood key strengths and improvement areas for different digital payment players along with customer’s willingness to adopt a new financial offering 
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Assess digital solution provided by growing WMC

Assess digital solution provided by growing WMC

Objective

  • A growing Wealth Management Company offers digital platform-based solution and wanted to understand the changing need of its customers and changes required in the digital offering.  

Methodology

  • Conducted in-depth interviews (N = 80) and survey (N = 700) with different customer / user / investor segments to understand their wealth management needs and how they currently manage their wealth 
  • Mapped digital journey of the customer segments and identified the gaps in the platform provided with the expectations  
  • Conducted an in-depth study on the different attributes of the digital platform available and robo advisory solutions with a focus on identifying listed products, their services, usability, and reachability to the customers 
  • Benchmarked features offered by various robo advisory platforms (banks and robo-advisory players) along with the price / commissions charged and devised their business model 
  • Analyzed overall cost and efficiency gains for the existing digital platform / robo-advisory model and devised the economic model for the client 

Impact / Outcome

  • Enabled the client with the changing requirement of the customers by providing gaps and efficient model to ramp-up the existing digital platform 
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Assess the digital maturity of learners via journey mapping for a leading EdTech player

Assess the digital maturity of learners via journey mapping for a leading EdTech player

Objective

  • Client wanted to map the end-to-end learner journey across awareness, consideration, engagement, onboarding, and post-onboarding of its students to reduce friction and identify areas of digital intervention for value creation

Methodology

  • Identified the key touchpoints in the learner journey through in-depth student discussions (N = 30) in 5 cities to understand the different onboarding and usage journey of students on the platform 
  • Conducted focused group interviews to uncover the pitfalls in the learner journey while using the website / mobile application of the client  
  • Benchmarked the learner journey with that of a global industry competitor to identify friction points and areas of digital intervention 

Impact / Outcome

  • Developed an ideal digital journey for learners and identified areas for intervention to enhance the student experience
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