Going digital is all about the customer

•

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Melanie Sinton

An info-graphic on how to navigate through disruption.

Business

  
going
digital
NEW
CUSTOMERISALL
Withoutacustomer,wedon’thaveareason
toexist.Tokeepthecustomerhappy,we
needtoknowthecustomer.
 measureeverything-untilyoucan
proveit,it’sallhotair.
 testeverything-untilyouknowit’s
better,it’sallthesame.
 buildasolidfoundation-checkold
assumptionsaretruebeforebuilding
newexperiencesontop.

SHIPIT
Ifyourcustomerisn’tusing it,it’sworth
nothingtoyou.
 smallevolutionsbeatbigrevolutions-
Thesoonersomethingisoutthere,the
sooneryoucancollectdata.
 justenoughtomakethecustomer
happy-Noonerememberstheprefect
productthatdidn’tship;everyone
remembersthegreatproductthatdid.
 leveragetechnologiesandprocesses
forspeed-Thesloweryouare,the
biggerthegapyouwillhavetobridge
withyourcompetitors.

objective
outcome
CHANGETHELANGUAGE
Everycoachknowsthatplansareonlygood
untilkickoff.Haveaplan,butemphasize
whatyoulearn.
It’snotaboutstickingtotheplan,it’sabout
whatyouwilllearnfrom thecustomer
howyouwillevolveyourproduct
ACTIONPLANOVERESSAYS
Peopleunderstand to-do listsbetterthan
abstractconcepts.
Getgoingandprovewhatyou’resaying
Untilyoudo,it’sallhotair
Doaslittleaspossibletoproveyou’reright
..orwrong.Datadoesn’tlie


NAVIGATETHECORPORATE
WHEELOFDEATH
Alwaysmanagewhohasinterestandwhom
haspower.
 Highinterest,highpower-helpthem
drive
 Lowinterest,highpower-demonstrate
thebeneﬁts
 Highinterest,lowpower-keepthem
informed
 Lowinterest,lowpower-letthem lie
How didwe,asatraditionalgovernanceorganisation,convincethebusinesstoembracedigitalandmovefrom a
product-centricorganisationtoacustomer-centricone?
Whatdidwelearnwhenwewentdigital?
socialise study ship
itsallaboutthecustomer

 melanie.sinton@rwwa.com.au CIO

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Going digital is all about the customer

1.    going digital NEW CUSTOMERISALL Withoutacustomer,wedon’thaveareason toexist.Tokeepthecustomerhappy,we needtoknowthecustomer.  measureeverything-untilyoucan proveit,it’sallhotair.  testeverything-untilyouknowit’s better,it’sallthesame.  buildasolidfoundation-checkold assumptionsaretruebeforebuilding newexperiencesontop.  SHIPIT Ifyourcustomerisn’tusing it,it’sworth nothingtoyou.  smallevolutionsbeatbigrevolutions- Thesoonersomethingisoutthere,the sooneryoucancollectdata.  justenoughtomakethecustomer happy-Noonerememberstheprefect productthatdidn’tship;everyone remembersthegreatproductthatdid.  leveragetechnologiesandprocesses forspeed-Thesloweryouare,the biggerthegapyouwillhavetobridge withyourcompetitors.  objective outcome CHANGETHELANGUAGE Everycoachknowsthatplansareonlygood untilkickoff.Haveaplan,butemphasize whatyoulearn. It’snotaboutstickingtotheplan,it’sabout whatyouwilllearnfrom thecustomer howyouwillevolveyourproduct ACTIONPLANOVERESSAYS Peopleunderstand to-do listsbetterthan abstractconcepts. Getgoingandprovewhatyou’resaying Untilyoudo,it’sallhotair Doaslittleaspossibletoproveyou’reright ..orwrong.Datadoesn’tlie   NAVIGATETHECORPORATE WHEELOFDEATH Alwaysmanagewhohasinterestandwhom haspower.  Highinterest,highpower-helpthem drive  Lowinterest,highpower-demonstrate thebeneﬁts  Highinterest,lowpower-keepthem informed  Lowinterest,lowpower-letthem lie How didwe,asatraditionalgovernanceorganisation,convincethebusinesstoembracedigitalandmovefrom a product-centricorganisationtoacustomer-centricone? Whatdidwelearnwhenwewentdigital? socialise study ship itsallaboutthecustomer   melanie.sinton@rwwa.com.au CIO

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