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HPMC 2014 - Digital business edge - Accenture

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Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.

Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.

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  • 1. Digital Business Edge
  • 2. In the next 45 minutes … Humanity will: • Send 9 billion emails • Buy $3.6 million on Amazon.com • Listen to 2,745 hours of music on line • Spend 624 years on Facebook alone • Download more than 18,000 apps • Conduct 90 million searches on Google Copyright © 2014 Accenture All rights reserved.
  • 3. A digital business uses technology to innovate, capture and create new sources of growth and results. Digital (adj.) increasing information intensity and connectedness of customer and business resources. Digitize (verb) applying technology to customer and business resources. Digital Business (noun) an organization that incorporates digital technology to create revenue and results via innovative strategies, products, processes and experiences. Copyright © 2014 Accenture All rights reserved.
  • 4. Becoming a Digital Business is different from digitizing marketing or operations New & New Being Digital Combining new technology with new operations Digital Business Results Today Digitize Marketing or Processes Efficiency Copyright © 2014 Accenture All rights reserved. Feeling Digital Applying new technology to old operations New & Old
  • 5. Digital information and connections commoditize products and disrupt traditional value chains. Supplier Copyright © 2014 Accenture All rights reserved. Produce Sales & Distribution Customer
  • 6. Digital Creates dynamic services based concentrated value chains. Supplier Customer Produce Services Sales & Distribution Customer Customer Produce Produce Services Customer Services Supplier Supplier Sales & Distribution Sales & Distribution Customer Supplier Copyright © 2014 Accenture All rights reserved. Sales & Distribution Services Produce
  • 7. What does it mean to digitalize the business? Online Catalogue Electronic Commerce Customer Interaction Customer Experience Digital Premium Digital Demand Generation and Fulfillment Multichannel Marketing Connected Relationships and Development Standalone Efficiency Copyright © 2014 Accenture All rights reserved. Engagement
  • 8. Executives find themselves at a cross roads when it comes to digital. Digital Business Digitize Marketing Copyright © 2014 Accenture All rights reserved. Digitize Processes
  • 9. Digital Business Principles and Imperatives Principles • Put Outcomes over Processes • Start and Finish Outside-In • Build Platforms • Organize for Change Copyright © 2014 Accenture All rights reserved. Imperatives • Customer Experience • Cross Channel Excellence • Operational Simplicity • Execution Agility
  • 10. Outcomes over Processes Copyright © 2014 Accenture All rights reserved.
  • 11. Start and finish from the outside-in Outcomes Mobile & Social Solutions Information & Processes Analytics & Big Data Digital Business Cloud Platforms Digitized Processes Infrastructure Copyright © 2014 Accenture All rights reserved. Current Capabilities
  • 12. Build Platforms Many from Many Many are the same One out of many Local Flexibility Many out of one Digital Premium Digital A Business Platform is the collectionParticipation of resources that integrate, manage and apply information Technical and automation to digitalConsolidation outcomes. These resources adapt to multiple experiences without rigid Technical specialization Implementation Business Functions Standardized Operations Shared Services Business Platform Adapted from Ross and Weill, Enterprise Architecture as Strategy. Harvard Business School Press. 2006. Page 72. Copyright © 2014 Accenture All rights reserved. Digital Agility
  • 13. Digital Business Principles and Imperatives Principles • Put Outcomes over Processes • Start and Finish Outside-In • Build Platforms • Organize for Change Copyright © 2014 Accenture All rights reserved. Imperatives • Customer Experience • Cross Channel Excellence • Operational Simplicity • Execution Agility
  • 14. These principles and imperatives define a digital business roadmap Digital Business Digital Marketing Digitize Processes Customer Experience • Increase access to sales and service channels • Reduce negative outcomes • Add analytics based contextualization • Increase digital and personalized marketing • Innovate products into information services • Raise customers human ability and capacity Cross Channel Excellence • Consolidate channel operations • Deliver same response regardless of channel • Establish omni-channel consistency • Raise contact center skills and efficiencies • Contextually aware customer service • Second moment of truth support and service Operationa l simplicity • Identify “Prime Value” Processes. • Consolidate similar services and functions • Automate processes and activities • Consolidate information and systems • Design from the customer’s perspective • Build business and technology platforms Execution agility • Consolidate information & management systems • Implement an active reuse program • Close the sales, service and product gaps. • Separate supporters from creators • Lead from outcomes and transparency • Upgrade governance and management Copyright © 2014 Accenture All rights reserved.
  • 15. Becoming a Digital Business is different from digitizing marketing or operations Digital Digitize Marketing Revenue Business Digitize Channels External Focus Digitalize Business Models Digitize Operations Digitize Processes Internal Focus Copyright © 2014 Accenture All rights reserved. Margin
  • 16. Three Recipes for Digital Business Success Where will you write the digital future of your organization? Product + Connections = Service Blackboard: Digitizing Internal Operations Copyright © 2014 Accenture All rights reserved. Service + Information = Experience Whiteboard: Digitizing External Marketing Experience + Platform = Outcomes Tablet: Creating New Value Propositions