Digital Transformation

DIGITAL TRANSFORMATION CONTEXT

• Defining digital transformation: Re-aligning tech & business models to engage customers throughout the customer experience lifecycle
• Why does digital matter: The importance of digital in the interplay between technology, society & business models
• The digital revolution: Charting the rise of tech and its societal and business impact
• Future direction: Extrapolating the effects of today’s tech to tomorrow’s businesses
• Commercial risk: Clarifying the risks inherent in not adopting a digital transformation strategy

BENEFITS OF DIGITAL TRANSFORMATION

• The perfect picture: Articulating what digital success looks like; examples of companies ahead of the curve
• Updated company vision: Modernized and humanized to resonate with digital customers
• Thriving culture of innovation: How transformation efforts create momentum to innovate in product & service development
• Improved customer journey: How an intuitive customer journey improves conversions and outcomes
• Digital meets physical: The transformational effects of ensuring digital meets physical reality
• Greater competitive advantage: Building competitive advantage that executives recognize
• Improved efficiency: Driving more efficient decision-making & processes between departments
• Deeper data analysis: Creating deeper understanding of where data exists across the organization
• Increased customer conversion & loyalty: How a seamless customer experience contributes to the bottom line

DIGITAL TRANSFORMATION FRAMEWORK

• Stages to digital excellence: Guidance on the different phases of digital transformation
• Emergent: Characteristics of organizations taking first digitally transformative steps
• Managed: Necessary attributes to arrive at a managed stage of digital transformation
• Optimized: Painting a clear picture of the fully digitally transformed organization

DIGITAL TRANSFORMATION DRIVERS

• Technology innovations: Social, mobile, real-time and others
• Customer behaviour: Understanding the new type of consumerism at market
• Digital Darwinism: The growing need to adapt to new technology to survive

DISRUPTIVE TECHNOLOGY

• Social media: The six stages of social business transformation
• Mobile: 2nd screen, gamification, messaging, chatbots, geolocation, payments
• Real-time: Big data and apps
• Evolving tech: Wearables, Internet of Things, makers, beacons, virtual AI/AR

CUSTOMER JOURNEY MAPPING

• Digital customer experience: Understanding how disruptive technology affects customer experience
• Customer personas: What uniquely defines your customers?
• Touchpoints: What physical and digital touchpoints do your customers frequent, and how do they use them?
• Customer expectations: What do your customers value?
• Customer data: Surveying customer behaviour to drive product & service innovation insight

DIGITAL TRANSFORMATION INHIBITORS

• Education: Broken experience leading to lack of knowledge
• Tunnel vision: Silos preventing CxO collaboration
• Cause-effect: No dedicated resources
• Data paralysis: Lack of common vision and specific ownership of relationship between customer behaviours

ENGENDERING DIGITAL CHANGE

• End-state vision: Articulating a clear objective for your digital program
• Senior management buy-in: The vital need for senior management interest & desire to change practices
• Internal leadership: How to drive digital change across teams and disparate parts of an organization
• Organizational alignment: The importance of aligning organizational structure with an initiative’s goals
• CMO & CIO collaboration: How to overcome this typical hurdle
• Overcoming scepticism: How to navigate past internal negativity and apathy for change
• Instilling urgency: Tactics to heighten urgency and secure wider buy-in

BUILDING A CASE FOR CHANGE

• Gaining attention & commitment: Steps to take to achieve backing from senior colleagues
• How to build a case: Template approaches to coherently communicate your strategy
• Triggers to success: Outline of the key triggers to encourage board/CxO buy-in

A DIGITAL TRANSFORMATION TEAM

• Center of excellence: A cross functional group tasked with redesigning & optimizing customer experience
• Team structure options: Overview of the different options at your disposal
• Special workgroups: Forming specific workgroups to explore and expedite transformation
• Change agents: Selecting the right composition of roles, across your organization
• IT partnerships: Strategic alliances between IT & marketing to streamline and scale transformation efforts

FORMING & LEVERAGING INTERNAL ALLIANCES

• Working cross-functionally: Working across Sales, Marketing, Customer Services, HR, IT & Finance to deliver digital change
• Common stumbling blocks: Clear overview of typical pitfalls and how to avoid them

BARRIERS AND EMPOWERMENT

• A significant barrier: Why culture often represents the most significant barrier to change
• Other barriers to look out for: Checklist of barriers and how to break them down
• Empowering your business: Steps to take to make your organization ready for change

STRATEGIC IMPROVEMENT VS. QUICK WINS

• Short-term pressure points: Being aware of short-term revenue or cost drivers getting in the way of digital change
• Utilizing quick wins: Planning in easy wins to showcase exhibit gains and build traction

DIGITAL STRATEGY

• Establishing goals: Setting clear digital objectives and calling cards to success
• Wider strategy alignment: Clarifying how digital supports wider business strategy
• Short, medium & long-term: Establishing phased plans to work as milestones for change
• Defining success: KPIs, metrics, analytics and reporting to define what success looks like
• Design principles: Weaving user-centered design & customer experience across all
• Digital governance: Who makes decisions and how; Assigning digital leaders
• Digital culture: Defining working methods, environment and values
• Roll-out: Training, education, empowerment and integration across business

TECHNOLOGY

• Digital tech requirements: Infrastructure, architecture and points of integration across a business
• Data requirements: Metadata, taxonomy and integration with rest of business and systems
• Tech standards: Establishing the standards & protocols you intend to comply with
• Legal: Working within data protection, privacy, IP and licence constraints
• Procurement: Defining who is responsible for digital tech and agency procurement
• Tools selection: Defining the tools and working environments for the digital team

PEOPLE

• Organizational structure: Teams, roles and responsibilities for digital
• Stages of change: Understanding the different organizational structures to facilitate change
• Roles & responsibilities: Articulating roles for a digital business
• Skills gap: Understanding the widening digital skills gap and how to overcome
• Recruiting digital talent: Key attributes to attract top digital talent
• Working practices: Small, rounded teams; fluid/agile mixing disciplines; limited hierarchy
• Increased internal collaboration: Instilling significantly improved collaboration between business functions
• More empowered workplace: Education programs to empower leadership team and wider employee base
• Working environment: The benefit of open, collaborative, ad hoc spaces to mirror working practices

PROCESS

• Key challenges: Understanding the key hurdles for activating digital processes
• Multi-disciplinary: The challenges of delivering changes across disparate parts of an organization
• Speed/agility: Exercising organizational change at a speed commensurate with digital requirements
• Complexity: Tackling high levels of complexity and sifting through data deluge
• Innovation: The need for innovation, openness and responsiveness

BUILDING AN INNOVATION CAPABILITY

• Traditional ad-hoc approaches: Moving past typical ad-hoc approaches to innovation
• Internal entrepreneurialism: The benefits of achieving an ‘always on’ approach to innovation
• Keeping apace with change: How to build an innovation capability to match the sweeping changes at market

BUSINESS TRANSFORMATION

• A faster rate of change: Understanding the shorter life spans of today’s businesses
• Digital excellence: Articulating the commercial benefits of digital excellence

FUTURE TECHNOLOGIES IN ACTION TODAY

• Future-gazing: A detailed look at new technologies beginning to move into action