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08/2017
An Introduction to the Open Digital Maturity Model
Release Note
This whitepaper applies to Version 2 Release 9(V2R9) of Open Digital Maturity Model
and to all subsequent releases and modifications until otherwise indicated in new
version. Therefore, the version and release date should always be noted.
Update note:
Version Published date
Introduction to the Open Digital Maturity Model 06/2017
Version 1 (V2R7)
Introduction to the Open Digital Maturity Model 08/2017
Version 2 (V2R9)
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An Introduction to the Open Digital Maturity Model
Table of Contents
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An Introduction to the Open Digital Maturity Model
1 Executive Summary
This paper provides members of the Open ROADS Community with an introduction to the
Open Digital Maturity Model (referred to in this document as the ODMM) and its use as an
assessment tool to measure digital maturity.
The sections of this paper describe the following aspects of the ODMM and its outcomes:
1. The composition of the ODMM, and the purpose and rationale behind each of the six
assessment Categories;
2. The architecture of the Question Categories, and how Metrics and KPIs are used to
determine ODMM scores;
3. The scoring methodology and procedures, and how the scores relate both to
absolute and aspirational digital maturity, and
4. Examples of strategic direction that the organization can take following an ODDM
assessment.
This document has two goals. Firstly, it aims to introduce the holistic framework through
which the Open ROADS Community assesses the digital industry landscape, and
determines the assets and capabilities that digital businesses need to successfully compete
in it. Secondly, it seeks to prepare the reader, at a high level, for what is required of an
organization undergoing an ODMM assessment, including:
1. The organizations framework or strategic initiative(s) surrounding digital
transformation
2. The ideal roles and responsibilities of individuals who should participate in the ODMM
assessment
3. The broad categories of data, KPIs and qualitative insight needed to answer ODMM
assessment questions completely
Open ROADS Community members who wish to conduct an ODMM assessment for their
organization can contact the Open ROADS Community to request a formal assessment, a
list of accredited assessors.
Further information about the ODMM, including a deeper explanation of its categories,
metrics and KPIs, please contact us by email: enquiries@openROADScommunity.com.
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An Introduction to the Open Digital Maturity Model
2 Introduction
The Open Digital Maturity Model (ODMM) is a key resource for the Open ROADS
Community. The ODMM is a tool that enables organizations/enterprises to benchmark their
current digital status against their aspirations and other relevant parties.
The intended outcome of an ODMM assessment are measurable goals that will help
the assessed organization accelerate its digital transformation progress to become a
Digital Service Provider (DSP).
The ODMM uses six domains, known as Categories, to benchmark an organizations current
digital status. These are:
1. Strategic Dynamism
2. Digital Culture, Talent & Skills
3. Optimal Customer Experience
4. Data Centricity
5. Service Innovation & Optimized Delivery
6. Digital Technology Leadership
Based on the outcome of an ODMM assessment, the assessed organization can then define
a pathway to become a DSP in the mode its strategy and aspirations dictate. It also provides
a basis for further Capability Mapping and transformation implementation projects (although
these fall outside the remit of the ODMM).
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An Introduction to the Open Digital Maturity Model
The series of ODMM Governance documents referred to above is available from the Open
ROADS Community.
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An Introduction to the Open Digital Maturity Model
The ODMM identifies the steps required for an enterprise to achieve its digital business
aspirations, and ranks its current capabilities along six dimensions, or categories, developed
by a cross-functional Working Group of Open ROADS Community members. Each Category
(known in the ODMM taxonomy as Level One) comprises a critical suite of digital capabilities:
a group of relevant processes, practices, capabilities and assetswhich include technology,
human capital, knowledge and financeto be assessed and measured. Together, the six
Categories represent the successful DSPs portfolio of its technology, talent, processes and
strategies.
The group of capabilities and processes within each Level One Category is further broken
down into Level Twolargely statements of organizational attributes; this is represented in
the chart below:
The ODMMs Third Level consists of individual measurable practices and assets that fall
within each respective attribute. Below this are a list of questions to be asked in the
assessment process (referred to as metrics) and specific data points (referred to as KPIs)
which are referred to as Level Four.
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An Introduction to the Open Digital Maturity Model
The model assumes that the various categories and sub-categories each has a different
level of importance in contributing to the digital maturity of the organization. Therefore, each
is assigned a different weighting in the model, which is applied to the absolute metric score
to which it relates. These weighted scores are aggregated at each Level and rolled up, to
create a single Digital Maturity score. The assessment process and mechanisms are
discussed in more detail in Chapters Four and Five.
The remainder of this chapter consists of detailed description of the first three levels of the
ODMMs taxonomy and their rationale, organized by Level One Categories.
This Category describes the collection of capabilities that help an organization define its
agility through its planning and governance activities. In the ODMM taxonomy, Strategic
Dynamism is defined by three Level Two attributes, described below.
Digital Vision: Leading digital businesses are able to redefine not only themselves, but also
their markets. This is achieved through the execution of a clear strategy, which in turn allows
them to shape demand through compelling value propositions, influence (and often disrupt)
their entire ecosystem. They do so by addressing explicit and implicit needs of their
customers and users comprehensively, throughout the entire experience lifecycle. In the
ODMM, a digital business strategy is defined as follows:
Clarity of purpose The degree to which the organization has outlined a credible
digital vision and strategy and articulated the role(s) it intends
to play in the digital ecosystem.
Digital leadership How the senior management team takes a digital first
perspective, by embracing a Founders Mindset and
modern digital practices and technology.
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An Introduction to the Open Digital Maturity Model
Pursuit of new A firms ability to identify and exploit value chains in its
value immediate and adjacent industries in new ways, and disrupt
processes to create entirely new value chains.
Business Agility: Digital leaders are able to manage business complexity, building and
continually improving their operating models, balancing outside and inside perspectives
while adapting dynamically to the business needs. They do so through fact-based decision-
making, organization alignment and dependency governance, and focusing their business
outcome. The ODMM defines Business Agility as having the following components:
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An Introduction to the Open Digital Maturity Model
Finance & Investment Model: This category has been developed on the assumption that
digital business leaders can best achieve their desired business outcomes by leveraging
their ecosystem and managing risk through incremental financial exposure.
Value model There is a clear process for translating new operational KPIs
into financial metrics to align the management accounting and
financial accounting systems, and thus build value for the
organization.
This Category measures the tools, skills and processes needed to empower a digital
workforce, by assessing how an organization changes the way its team members work
and learn to complete its digital transformation, through the three sub-categories
described below.
Team Agility: Organizations need to use their digital, and digital-enabled, assets to create
nimble, responsive, project teamsbecause digital business is radically accelerating the
speed with which work is organized and executed. The following categories describe this
notion of Agility:
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An Introduction to the Open Digital Maturity Model
Empowerment and The degree to which team members can explore, innovate,
experimentation test and apply new and alternate approaches to decision-
making processes.
Mindset, Learning & Development: Organizations share knowledge through digital tools,
to enhance digital skills and 'sensibilities. Organizations must keep digital skillsets sharp to
remain competitive, by maintaining and enhancing the following capabilities:
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An Introduction to the Open Digital Maturity Model
share information.
This category assesses how organizations use customer insights to personalize and
improve customer experience. The ODMM assumes that the best digital businesses do
this through a focus on customer centricity, and experience governance.
Customer Centricity is defined by how well the experience delivered through the
companys products, primary services and support services meets the ROADS criteria, and
aligns with the rational and emotional wants and needs of its individual customers. Three
key aspects are considered:
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An Introduction to the Open Digital Maturity Model
Customer visibility The ways in which customers can access and control
and control aspects of the services they receive.
Experience Governance includes the internal processes an organization uses to align all
its functions to deliver optimal customer experience in an Omni-channel context. This
objective is achieved by embedding customer experience across the organizations
operations, while using tools which allow the business to generate a single comprehensive
view of each customers unique experience, needs, preferences, behaviors and
circumstances. The following categories comprise the elements of Experience Governance:
Customer The organization has access to, and acts upon, the feedback
experience offered by voice of the customer.
measurement
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An Introduction to the Open Digital Maturity Model
Brand Vigilance ensures that the organization articulates a well-considered, clear and
coherent brand promise across all engagements, which aligns with customer and employee
needs and associated aspirations. Furthermore, the services and experiences offered and
delivered by the company support and, ideally, reinforce the brand messaging.
Brand alignment The degree to which articulated brand values are aligned
with the needs and aspirations of the firms stakeholders:
customers and employees.
This category assesses the degree to which a business bases its operational processes
on analytics, and how it maximizes the value of the data it generates. Value is
determined both in terms of analysing its data to improve operational efficiency, and in terms
of identifying and exploiting revenue opportunities from the data itself. Data Centricity also
refers to the ways in which an organization seeks to develop and maintain an integrated
data platform, which allows access to consistent information across the business
organization.
Data Strategy and Governance describes the way an organization treats its data as a
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An Introduction to the Open Digital Maturity Model
Quality and master An assessment of the processes in place which ensure that
data management data-based deliverables fully meet requirements. A single
source of the truth is identified and managed for reference
data and identifying master data within the organization.
Data lifecycle This is a defined lifecycle for all data in the organization,
management which assigns clear accountability and ownership at each
stage.
Data Valorisation is the aspect of data centricity that measures how actively the
organization seeks to create additional revenue streams through external monetisation.
Leading digital businesses regard the data they generate on their customers and operations
as a business opportunity, as well as an asset that can be used to run their businesses better.
The organizations ability to monetize its data is further examined in these Level-three
categories:
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An Introduction to the Open Digital Maturity Model
Category
Data Exploitation describes how the organizations leaders and team members make
decisions based on data, supported by strong analytics capability, as measured by the
following categories:
Data capture and How easily the organization integrates new sources of data
aggregation into its existing data management and analytics platforms.
Data-driven The extent to which decisions are based upon relevant data,
decision making not intuition, which generates quantifiable improvements in
operational performance.
In this category, an organization is assessed on its ability to manage its relationships with
its ecosystem partners in order to increase its own revenue. Service Innovation and
Optimized Delivery (SIOD) also looks at how the organization improves the speed and
efficiency of new service creation. SIOD allows multiple speeds to co-exist in an
organizations operations, combining iterative and experimental service development
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An Introduction to the Open Digital Maturity Model
processes that increase service integration and continuous improvement efforts on existing
operational practices using a combination of iterative and experimental approach. Fast,
flexible, fast and iterative service development in a digital ecosystem is critical success
factor for digital service providers.
Service Innovation focuses on how organizations improve their service creation processes
and lifecycle portfolio management, through human-centric design, experimentation based
on real-world feedback, and ecosystem collaboration.
It is described in the ODDM as having the following elements:
Business rollout A clear strategy and well-defined processes that govern the
business (or non-technical) aspects of new digital service
introduction and development.
Optimized Delivery describes the future mode of operation for a digital service provider, or
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An Introduction to the Open Digital Maturity Model
Joint agile delivery A clear strategy and defined processes which govern
streamlined multi-party delivery of services.
Feedback and Real world production information is the basis for operational
analytics-based support responses.
responses
This Category allows the ODMM to assess how the organization leverages the capabilities
of powerful, readily accessible technologies in order to deliver unique business capabilities
in response to constantly changing market situations.
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An Introduction to the Open Digital Maturity Model
Mobile, IoT and The adoption of mobile, IoT and edge computing technology
edge computing to meet digital service requirements. The use of models,
sensors and protocols (such as MQTT) that support the high
volume and number of devices in an IoT environment.
Robotics and The use of robotics and process automation tools to perform
process manual, time-consuming, and rule-based tasks to improve
automation operational efficiency, data security and compliance.
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An Introduction to the Open Digital Maturity Model
Digital technologies enable many new techniques for advanced infrastructure and service
management, significantly altering the traditional risk profiles associated with critical lifecycle
functions. These techniques must be embraced and embedded into operations practices in
order to realize the benefits of the underlying technologies; adopting the technologies
without changes to operational practices significantly limits the value these technologies can
provide.
Digital Technology Adoption & Policy: Successful adoption of new technologies along
with well-defined and clearly communicated policies ensures effectiveness of using these
technologies. This category covers following digital technologies:
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An Introduction to the Open Digital Maturity Model
enterprise strategy.
Digital identity and The provision of a single identify framework (including single
authentication sign on and federated identity) to ensure consistent identity
and authentication across digital services.
Technology The degree to which the organization has clearly defined and
roadmap implemented technology strategies, architecture, roadmap
and governance structures which enables agility and ensures
co-ordination at scale.
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An Introduction to the Open Digital Maturity Model
As discussed in the last chapter, the goal of the ODMMs taxonomy is to create a
comprehensive set of measurable practices and assets that will, through an assessment
process, specifically identify the areas where an organization has achieved a successful
level of digital maturityand the areas where it has not. Each of these assessed areas are,
through the assessment process (see below), assigned a value for the organization, in whole
numbers from one to ten.
Again, as discussed, each of the various categories and sub-categories in the ODMM
contributes to the digital maturity of the organization in different ways, and have different
relative impact on that maturity. This is achieved by imposing a weight on each category
item at every level. It is important to remember that weights are independent of scores,
but intersect as follows:
1. Each Level-three category is given a score, generated by one of two ways:
1. The assessor will collect one or more precisely measurable KPIs that relate to
that category, and translate them into a measured input, or
2. A score will be determined through the ranking of responses to qualitative
questions, should KPIs not be available.
2. Once recorded, the component scores that comprise a specific Level-three category
are each multiplied by a weight (a percentage up to 100%) and combined to generate
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An Introduction to the Open Digital Maturity Model
The Open ROADS Community is responsible for safeguarding and managing the ODMM
tool, including all definitions of categories and the value of all weightings. The Open ROADS
Community Advisory Board is the senior governing authority over the structure, components
and mechanics of the ODMM assessment tool. Authorized Open ROADS Community
participants are entitled to undertake ODMM assessments and/or for their organizations to
be assessed, and awards accreditation to qualified ODMM assessors, as well as oversees
the maintenance of those credentials.
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An Introduction to the Open Digital Maturity Model
An ODMM assessor uses the collection of categories to assess the digital status of an
assessed organization by the process described above: inputting values (scores) derived
by interpreting qualitative and quantitative data gathered through interviewing and surveying
members of that organization. The weighting process described in the last chapter will result
in a score that represents the entitys current digital status.
The ODMM assessment provides a basis for further capability mapping and transformation
implementation projects. This falls outside the immediate remit of the ODMM itselfbut the
Open ROADS Community is committed to connecting this assessment tool to such other
operational redesign and optimization processes as digital capability mapping and change
management projects. Thus, the assessed entity can then use the ODMM assessment to
engage other Community members or ecosystem partners to define its pathway to
accelerate its transformation towards its identified strategic end-state.
While the Open ROADS Community allows accredited ODMM assessors to implement their
own specific assessment processessuch as in the ways that they gather question
responses and collect KPI datathere are generic phases that each assessment process
should follow (described in the table below). The Open ROADS Community maintains best
and worst practices, which are described in other ODMM Governance documents. Broadly
speaking, however, the essential ODMM best practice is that all participating parties
(individual assessors and the experts and managers interviewed in the assessed
organization) should invest time to familiarize themselves with all the categories of the
ODMM (and ensure that both the assessor and the assessed have achieved broad
agreement on interpreting its definitions, metrics, and KPIs.
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An Introduction to the Open Digital Maturity Model
4. Preliminary
feedback from
the entity to be
assessed
The accredited assessor then engages in the ODMM assessment, using the guidelines
outlined in 5.1 above. In the case where an assessor needs to adapt the ODMM tool, these
changes must be mutually agreed upon and stakeholders in both the assessor and the
assessed organizations must be able to provide justifications for the adaptations through a
formal change request.
After the ODMM assessment is completed, the assessor is responsible for providing
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An Introduction to the Open Digital Maturity Model
evaluative feedback to the ODMM sub-group, including justifications for adaptations of the
ODMM tool and ideas on how to improve is and maintain its relevance.
Representative job titles and/or responsibilities of the assessed respondents are for each
category, are described in the table below (it is important to note, however, that it is likely
that one person is unable to answer all the questions within each ODMM assessment
category).
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An Introduction to the Open Digital Maturity Model
Of course, the ODMM also provides the inverse view for the assessed business: the specific
areas of operations, infrastructure and strategy where the company has actually achieved
an optimal performance level (and thus can redirect investment and change projects
accordingly).
There is an additional value that the ODMM provides. An assessment creates deep,
measurable insight across the organization which creates a platform upon which further
and more precise digital maturity acceleration projects can be conducted.
The assessed entity has ownership over the scores and other data created in the ODMM
assessment process. This data can only be released to Open ROADS Community members
with the explicit permission of the assessed entity. This can be done at any time before,
during or after an assessment. There are several benefits for doing so, both for the
assessed organization, and the Community as a whole:
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