New digital services in consumer-facing organizations offer novel value propositions, closer consumer relationships and higher automation of consumer-facing processes. But transforming to fully digital services requires an organization to acquire specific capabilities. This article presents a digital services capability model that allows an organization to assess its current capabilities and identify gaps. Two in-depth case studies demonstrate the application of the model and show how it identifies the capabilities in urgent need of improvement. Our recommendations are built around four scenarios for using the model.
