Nov 30, 2006
UK businesses are blind to potential of social computing
UXBRIDGE -- Despite the fact that the vast majority of UK business executives recognise that workforce entrants interact with technology differently to previous generations, few companies have adopted emerging peer-to-peer communications that promise to transform consumer and supplier networks, according to Xerox-commissioned research from Forrester Consulting.
The Forrester Consulting study, ‘Is Europe Ready for the Millennials?’, shows that although many companies in the UK and across Europe have the basics, such as a website, a high proportion have no plans to monitor or contribute to community and other external sites, discussion boards or blogs, as part of how they do business. Indeed the study, which was carried out among more than 1,600 business executives across 16 European countries with more that 260 responses from the UK, reveals a kind of “digital dyslexia” when it comes to adopting so-called social computing technologies.
According to the study, the lack of knowledge regarding the power of peer-to-peer and online communication networks will leave some companies out of touch with the technology-literate graduates coming into the workforce, identified as “The Millennials” by Forrester Consulting. Workers from this group are defined by a number of workplace characteristics: they are used to receiving information from multiple sources and processing it quickly; they find multitasking easy; are flexible in their approach; like collaborative work spaces; demand instant access to information, and like to work in non-hierarchical peer groups.
When it comes to communicating with end users the study reveals 63 percent of UK companies currently have a website to provide support to their customers, 47 percent automatically request customer feedback and 43 percent allow their customers to purchase products via phone or the company website. However, only 24 percent say they have an online portal to rate and discuss products, as few as 23 percent monito