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WE
ARE OXYGN
Enterprise Digital Transformation
Digital customers’
excellence
instead should be
the main driver of
the digi...
WE
ARE OXYGN
Enterprise Digital Transformation
A ONE-SIZE-
FITS-ALL
approach
to digital
transformation
doesn't exist.
DIGI...
WE
ARE OXYGN
Enterprise Digital Transformation
“A lot of times,
people are looking
for the
prescription, ..... but,
unfort...
WE
ARE OXYGN
Enterprise Digital Transformation
Solis went on
to note that there
were many moving
parts which caused
the mo...
WE
ARE OXYGN
Enterprise Digital Transformation
WE
ARE OXYGN
Enterprise Digital Transformation
Many more companies are
movi...
WE
ARE OXYGN
Enterprise Digital Transformation
FACTORS THAT
HAVE TRIGGERED
THE DIGITAL
TRANSFORMATIO
N HAVE NOT BEEN
CUSTO...
WE
ARE OXYGN
Enterprise Digital Transformation The research shows that
most companies have a
customer experience that's
fo...
WE
ARE OXYGN
Enterprise Digital Transformation
Solis noted that many
brands believed that they
would succeed to capture
th...
WE
ARE OXYGN
Enterprise Digital Transformation
THE MAJORITY OF THE
ORGANISATIONS ARE
STILL STUCK IN THE
FUNNEL MODEL.
Wher...
WE
ARE OXYGN
Enterprise Digital Transformation
Solis also outlined the role
of CMOs as one where they
were expected to gui...
WE
ARE OXYGN
Enterprise Digital Transformation
NONE OF THE ORGANISATIONS
COULD CONFIDENTLY SAY
THAT THEY HAD FULLY
MANAGED...
WE
ARE OXYGN
Enterprise Digital Transformation
3 MAIN
SIMILARITIES	
  
AMONG THE COMPANIES
THAT ALTIMETER GOT TO
SPEAK TO
...
WE
ARE OXYGN
Enterprise Digital Transformation
These leading
companies had
discovered that the
journey of the
customer had...
WE
ARE OXYGN
Enterprise Digital Transformation
This team acted as a
business unit with several
functions and was usually
r...
WE
ARE OXYGN
Enterprise Digital Transformation
EVERYBODY HAD INDICATED THAT
THE DIGITAL TRANSFORMATION
WAS SIMILAR TO A LO...
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The state of Enterprise Digital Transformation - CEO roundtable presentation

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We were invited to a C-Suite London roundtable recently (mid 2014). Rather than the usual pitch in Oxygn services we decided to provide our perspective into a recent report from Altimeter.

The report exposed that companies that have allowed their digital transformation to be driven by technology are doing themselves a vast injustice...

Published in: Business
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The state of Enterprise Digital Transformation - CEO roundtable presentation

  1. 1. WE ARE OXYGN Enterprise Digital Transformation Digital customers’ excellence instead should be the main driver of the digital transformation in any company of any size. RECENT RESEARCH COMING OUT OF THE ALTIMETER GROUP TITLED 'DIGITAL TRANSFORMATION’ has exposed that companies that have allowed their digital transformation to be driven by technology are doing themselves a vast injustice
  2. 2. WE ARE OXYGN Enterprise Digital Transformation A ONE-SIZE- FITS-ALL approach to digital transformation doesn't exist. DIGITAL TRANSFORMATION AS NEW: models team structures customer-centered beliefs
  3. 3. WE ARE OXYGN Enterprise Digital Transformation “A lot of times, people are looking for the prescription, ..... but, unfortunately, there isn’t one.” - Altimeter Group principal, Brian Solis MOST OF THE TIME, PEOPLE ARE ON THE OUTLOOK FOR A PARTICULAR PRESCRIPTION, THOUGH IN REALITY NONE EXISTS.
  4. 4. WE ARE OXYGN Enterprise Digital Transformation Solis went on to note that there were many moving parts which caused the movement of companies towards the digital transformation.
  5. 5. WE ARE OXYGN Enterprise Digital Transformation WE ARE OXYGN Enterprise Digital Transformation Many more companies are moving towards the FORESEEABLE FUTURE OF FOCUSED CUSTOMER EXPERIENCE.
  6. 6. WE ARE OXYGN Enterprise Digital Transformation FACTORS THAT HAVE TRIGGERED THE DIGITAL TRANSFORMATIO N HAVE NOT BEEN CUSTOMER-DRIVEN, BUT RATHER TECHNOLOGY- DRIVEN. The net effect, lot of firms have launched their move towards the digital transformation but were finding out that they are not meeting the expectations of their digital customers.
  7. 7. WE ARE OXYGN Enterprise Digital Transformation The research shows that most companies have a customer experience that's founded on assumptions that whenever they approached this matter, it was technology on their mind without taking time to understand the behaviour and need of the digital consumer. A GREAT NEED FOR ORGANISATIONS TO FOCUS ON AN APPROACH THAT IS CUSTOMER-CENTRED IN THEIR MOVE TOWARDS DIGITAL TRANSFORMATION.
  8. 8. WE ARE OXYGN Enterprise Digital Transformation Solis noted that many brands believed that they would succeed to capture the largest market share if they invested heavily where everyone was flocking to and if they increased their digital strategies.He however noted that that kind of thinking and belief was very far from the truth. IT IS INEVITABLE THAT EVERY FIRM WOULD EVENTUALLY BECOME DIGITAL WITH AN ALL-ROUND DIGITAL EXPERIENCE, THOUGH IT WOULD NOT NECESSARILY MAKE THE ORGANISATION OMNICHANNEL IF THE NECESSARY DETAILS WERE NOT INCLUDED IN THE WHOLE OPERATION. WE ARE OXYGN
  9. 9. WE ARE OXYGN Enterprise Digital Transformation THE MAJORITY OF THE ORGANISATIONS ARE STILL STUCK IN THE FUNNEL MODEL. Where one individual is in charge of the technical transformation efforts (cloud computing strategies, mobile strategies), another dealt with the social media aspect while the third was in charge of the Web commerce; But the struggle was that none of these three individuals ever interacted or collaborated in their efforts and work.
  10. 10. WE ARE OXYGN Enterprise Digital Transformation Solis also outlined the role of CMOs as one where they were expected to guide the firm away from the broken and dysfunctional models operating today and help to rebuild afresh for the emerging digital generation of consumers.   THIS MOVE WOULD LEAD TO DIFFERENT ACTIONS FOR DIFFERENT COMPANIES; FOR SOME, IT WOULD REQUIRE THAT PEOPLE ARE MOVED TOGETHER WHILE FOR OTHERS IT WOULD REQUIRE THAT PEOPLE ARE MOVED APART.
  11. 11. WE ARE OXYGN Enterprise Digital Transformation NONE OF THE ORGANISATIONS COULD CONFIDENTLY SAY THAT THEY HAD FULLY MANAGED TO MAKE THE DIGITAL TRANSFORMATION. Solis reiterated that the research aimed at identifying the practices and activities that were common and similar for all the businesses that were making the digital transformation move. Each one of them acknowledged that it was a journey of growth they were embarking on and they realised that they were creating the future business models for themselves.
  12. 12. WE ARE OXYGN Enterprise Digital Transformation 3 MAIN SIMILARITIES   AMONG THE COMPANIES THAT ALTIMETER GOT TO SPEAK TO 1ST   These companies had someone who was in charge of the digital transformation. The individual outlined and defined the transformation and pointed out how it would be different. A digital leader had a vital role according to Solis. It is obvious that social business concepts enabled various executives to go beyond the conventional hierarchy through encouraging the employees to collaborate, communicate and connect beyond the long-established boundaries. However, there was still the need for somebody to clarify the vision and outline how the firm would be involved in the competition with other related markets and how the firm would come up with value for the digital client.  
  13. 13. WE ARE OXYGN Enterprise Digital Transformation These leading companies had discovered that the journey of the customer had taken a different turn through the data available, and they were able to make the necessary changes for the new transition.   These companies took time to understand the needs and expectations of their digital customers, thus the decisions they made were supported by both insight and data. The report by Altimeter indicated that companies in the forefront ensured that change was centred on people. 2ND  
  14. 14. WE ARE OXYGN Enterprise Digital Transformation This team acted as a business unit with several functions and was usually referred to as the centre of excellence that devoted all its efforts towards improving the overall experience of the digital customer. Motorola came up with the MIT group thus combined IT and marketing. Sephora and Starbucks also came up with teams that had several functions with an aim of ensuring the customer’s journey became more meaningful and that the experiences of the customers in the transition were seamless. lastly  
  15. 15. WE ARE OXYGN Enterprise Digital Transformation EVERYBODY HAD INDICATED THAT THE DIGITAL TRANSFORMATION WAS SIMILAR TO A LONG DISTANCE RACE. The moment you ask people to make adjustments and view the world differently, it brings about self-preservation and fear. WE ARE OXYGN Enterprise Digital Transformation

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