Using a Digital Services Capability Model to Assess Readiness for the Digital Consumer

The increasing proliferation of digital technologies is transforming economies in many ways. This is particularly true in consumer-facing industries where the emergence of digital services is enabling novel value propositions, closer consumer relationships and greater automation of consumer-facing business processes.2 These digital services are providing value-creating consumer interactions. For instance, an Italian auto insurer uses a telematics device installed in customers’ vehicles to capture driving behavior and uses this data to create novel value propositions via personalized insurance services.3 The Finnish airline Finnair harnesses Facebook as a platform to create a customer community and a sense of collective identity with the company.4 The City of Boston introduced an iPhone app that senses potholes on city roads and allows citizens to contribute to road management in a highly automated fashion.5