Given that digitization had such a transformative effect on customer behavior and relationships, it is perhaps not surprising that many organizations focused their digital transformation efforts on the customer experience front-end. However, in the race to focus on the customer, it was all too easy to ignore operations. Our 2013 research with MIT Sloan Management Review found that while 40% of digital initiatives were focused on the customer experience, this dropped to 26% for operations.
Times are changing, however. Our latest survey of more than 600 executives from the US, Europe and China finds that over 70% of organizations now put more emphasis on operations than on consumer-focused processes for their analytics initiatives. Analytics in operations is increasingly seen as a strategic priority for organizations. Over 80% of respondents agreed that analytics in operations plays a pivotal role in driving profits or creating competitive advantage.