Businesses are failing to utilise mapping technology to cut costs, increase productivity and improve customer services, according to research.
A survey by Vanson Bourne of 250 IT directors across transport, finance, public sector and retail organisations shows the majority want to implement more geospatial technology, such as Google Maps. While 60% of companies plan to increase mapping technology use in 2012, 52% of IT heads are concerned about the cost.
In October, Google announced charges for going over usage limits for the Google Maps application programming interface (API). Despite cost concerns, Sanjay Patel, head of geo enterprise for Emea at Google, said the research showed a third of organisations reduced costs by implementing mapping technology.
“Our research shows that early adopters are reaping the rewards – and stealing a march on their competitors. Organisations should recognise that the potential for achieving real business and organisational improvements by implementing this technology is huge,” he said.
In the research, organisations also reported a 42% increase in productivity levels and 26% reduction in customer complaints due to information being more accessible.
Net-a-Porter is one of 46% of retailers using mapping technology. The company has integrated Google Maps and Google Earth Map with its Net-a-Porter Live shopping service.
James Christian, head of innovation at Net-a-Porter Group, said customers can see when products are added to other customer wish lists or baskets across the world using the maps.
“By sharing real-time information via Google Maps, we are helping to encourage engagement with our brand,” he said.