Review: Building the Web 2.0 Enterprise
A McKinsey Global Survey about Building the Web 2.0 Enterprise that companies are increasingly using Web 2.0 tools and technologies.
In June 2008, 1,988 executives were asked in a McKinsey Global Survey, which tools their companies have implemented and for what purposes. Furthermore, they were asked about their satisfaction. The survey shows that companies use Web 2.0 tools intensively and for a wide range of applications. Surprisingly, these tools are used more and more both within and outside the corporate walls to create tighter links with customers and suppliers.
The percentage of executives who were satisfied with Web 2.0 was not disclosed in the article. However, the level of satisfaction by region shows that 29% of American companies report lowest satisfaction. In Europe it is a share of 22%.
Changing Organisations
A high percentage of respondents satisfied with their companies’ use of Web 2.0 tools state that these technologies have changed their organizations. It has changed the way they communicate with customers and suppliers and created a flatter hierarchy.
Combining the strength of Web 2.0 tools
The survey has covered also the applications for what companies use Web 2.0 tools. Interestingly, satisfaction levels are especially high when used for interaction with suppliers and partners. Companies are highly satisfied with using Web 2.0 for tapping network of experts, getting supplier participation, lowering purchasing costs and achieving better results with suppliers.
As far as customers are concerned, companies often seem satisfied with getting customer participation in product development as well as improving customer service.
Finally, internal application of developing products and services through Web 2.0 tools with employees also seems to find often satisfaction among respondents.
Looking ahead
Respondents also shared their opinions about how Web 2.0 tools will be used in future. One major trend is the following:
“Successful companies already use Web 2.0 for business applications such as communicating with customers and suppliers; soon they may use it to drive innovation.”
