Precedent digital transformaton

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  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • MNo
  • First stumbling block in moving from digital strategy to digital transformation
  • The traditional marketing model, funnelling people through to action, is no longer sufficient. Online activity must also be concerned with:Delivery: How is the product or service being delivered to the individual and how can online improve thisInvolvement: Are you actively seeking to involve the customer through post purchase/action engagement such as asking for ratings/reviews, or providing value added servicesAdvocacy: How can you turn satisfied customers into online advocates for your brand
  • Its so easy to get this wrong…Love film and other internet successes have been instrumental in the downfall of less nimble business like blockbuster, Seamless experience throughout, easy management of system through an intuitive interface, flexible subscriptions – even the option to have a payment holiday at the press of a button.But the fail comes when they make it hard to leave – with no option for online cancellation of an accountForcing you to phone an aggressive retention teamHard to leave = less inclined to rejoin.If a company allows online joining, it has to allow online cancellation.
  • Unexpected example of the reflection.Aggressive sales – low expectation of high quality customer service
  • Good email commspre and post purchase. Value added through providing relevant, tailored information
  • Post purchase involvement:‘My’ optical express – feels personal. Encouraging involvement. Rewarding advocacy.
  • Tailored, intuitive platform.Ease of use with multiple routes to make the referral. Clear, substantial reward. Request for review – linked but not mandatory – encourages feeling of mutual give and take
  • Excellent online advocacy used on marketing site – volume of positive reviews enables a loop with advocacy feeding back into awareness
  • Yorkshire building society + Synthetix to provide valuable technology enabled customer serviceReplaced search with instant entry into smart FAQs
  • Moving on a step from Customer Service – What can the public do for you?
  • GoldCorp had owned the rights to the mine at red lake ontario for over 50 yearsCouldn’t find the goldMade the radical decision to crowd source by making their data publicGave out 400 megabytes of data and a $575 thousand prize fundExpected responses from elsewhere in the industry – got them from unexpected sources such as mathematicians, military offices, even new graduatesContestants identified 110 sites for potential targetsOf which 50% were new to GoldcorpOf those 80% yielded substantial quantities of goldTurning Goldcorp from a $100 million to a $9 billion company.
  • Taking crowd sourcing even furtherCompanies like Mechanical Turk and Giff GaffCrowd sourcing of the operational running of their businessRun by membersGain rewards by answering customer service questions, recruiting new customers, implementing marketing etc
  • Tightening the loop of customer services and marketing Crowd sourcing has the power to turn customers and advocates into stakeholders.
  • MNo
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • HOINTER
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • Everything we’ve covered so far should be on the immediate agenda of any organisation not wanting to be left behind in the digital ageBut now lets thing about some more aspirational issues, something for the roadmap perhaps
  • Digital used to = desktop computeremergence of simple devices like raspberry pi – digital = everywhere, everything
  • Digital used to = desktop computeremergence of simple devices like raspberry pi – digital = everywhere, everything
  • Covers almost 70 digital products (including dropbox, evernote, GMAIL) – creating rules personal / valuable to the user (s)
  • No one enjoys being woken by an alarm clock
  • Credit digital shift bookYou awake at the ideal moment in your sleep cycleambient lighting, and the smell of freshly brewed coffee, and the sound of your favourite musicWith precisely the right amount of time needed to get to the office ready for a big meetingThis will happen because:Sleep sensors in your bed, monitoring your sleep cycleWirelessly connected to your calendarWhich has cross referenced time you need to get to the office with your GPS against expected traffic patternsTo determine when to wake youIt has also alerted your automatic coffee machine, ambient lighting system and wireless sound system to co-ordinate the perfect start to the dayWhats exciting is that all this technology already exists – its just a case of linking it up
  • Technology like this already exists:San Francisco parking spot finder1 in 3 drivers in San Fran searching for a parking spotDetectors under every spot – made up of just a battery, radio antenna and magnetometerDetect when a car is above themMake data available about free spots to smartphone usersCity able to adjust cost to match demand_____________________________________________________________________Dublin investing in being a smart cityThe city council working to improve the transport network without any major re-development. Instead, it has been collecting and analysing data, to tackle congestion. Journey information is released and updated by Dublin city council every minute. Residents can go online and find the quickest route to their destination
  • Big data is really a mis-noma – its about mass, micro data.How that data is analysed and used is where the big opportunities lie – the data is there, you just need to work out what to do with it
  • Data for development competition by Orange released anoymous data on 2.5 million call records from the Ivory CoastIBM researchers focused on Data in Abidjan – Ivory Coast’s largest cityAnalysis when and where people were using the bus networkSpotted gaps to identify two new routes neededFound that they could reduce the averagejourneytimeby10% - all done within a month
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • MNo
  • Precedent digital transformaton

    1. 1. MARK SHERWIN – GROUP COMMERCIAL DIRECTOR Daring to be Digital embedding digital in 21st century organisations
    2. 2. LONDON EDINBURGH CARDIFF PERTH MELBOURNE HONG KONG
    3. 3. Who we work with
    4. 4. The Website Web strategy Digital strategy Digital transformation WE ARE EVOLVING FROM A MARKETING CENTRIC TO BUSINESS WIDE VIEW OF THE WEB Marketing centric Business-wide impact
    5. 5. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
    6. 6. Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
    7. 7. Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% THOSE WHO DO NOT INNOVATE WILL FALL IRREVOCABLY BEHIND Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
    8. 8. WE’RE GOING TO EXPLORE 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The corporate tricorder 5. The Internet of things, and big data
    9. 9. Customer service, the missing link
    10. 10. MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA IT MUST FOCUS ON AIDA AND ITS REFLECTION AWARENESS INTEREST DESIRE ADVOCACY INVOLVEMENT DELIVERY ACTION The AIDA reflection | Mark Sherwin, Precedent 2013
    11. 11. LOVEFILM – FAILING AT THE FINAL HURDLE
    12. 12. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
    13. 13. OPTICAL EXPRESS - DELIVERY
    14. 14. OPTICAL EXPRESS - INVOLVEMENT
    15. 15. OPTICAL EXPRESS - ADVOCACY
    16. 16. OPTICAL EXPRESS - AID REFLECTION
    17. 17. MULTI-CHANNEL - ENABLED CUSTOMER SERVICES
    18. 18. Harnessing the wisdom of crowds
    19. 19. R & D - GOLDCORP
    20. 20. IDEA GENERATION - LEGO
    21. 21. OPERATIONS - GIFF GAFF
    22. 22. TURNING ADVOCATES INTO STAKEHOLDERS Stakeholders Idea generation Research and Development Financing Operations
    23. 23. The corporate tricorder
    24. 24. EVERY EMPLOYEE WITH MORE COMPUTING POWER AT THEIR FINGER TIPS THAN THE SPACE SHUTTLE. ANYTIME…ANYWHERE
    25. 25. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSES AND DEDICATED DEVICES
    26. 26. THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWS ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
    27. 27. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
    28. 28. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
    29. 29. New money models
    30. 30. AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
    31. 31. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
    32. 32. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
    33. 33. NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITS AND DELIVER GREATER RETURNS
    34. 34. WHILST PURCHASING MODELS ARE CHANGING SO ARE OTHER ASPECTS OF FINANCIAL TRANSACTIONS SUCH AS RAISING FUNDS
    35. 35. THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
    36. 36. The internet of things, and big data
    37. 37. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TO HIGH END COMMUNICATION DEVICES
    38. 38. WEARABLE
    39. 39. DIGITAL CAPABILITY IS EXTENDING VALUE OF PRODUCTS
    40. 40. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS
    41. 41. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
    42. 42. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
    43. 43. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
    44. 44. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT AND PRODUCT AND SERVICE DESIGN Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
    45. 45. Gotcha, but how do I make that 15%?
    46. 46. DIGITAL MUST MOVE FROM A MARKETING FUNCTION TO A BUSINESS-WIDE IMPERATIVE Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
    47. 47. DIGITAL TRANSFORMATION MUST INTERLINK WITH ALL PARTS OF THE BUSINESS Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
    48. 48. AND TO GATHER SUPPORT IT MUST DELIVER TO ALL PARTS OF THE BUSINESS Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
    49. 49. ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE Acquire Convert Grow Retain Advocate
    50. 50. ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE
    51. 51. ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE
    52. 52. UNDERSTANDING THE ENABLERS TO DIGITAL TRANSOFRMATION IS ESSENTIAL IN GUIDING AN ORGANISATION THROUGH CHANGE
    53. 53. WE SHOULD ALL BE CONCERNED ABOUT THE FUTURE BECAUSE WE WILL ALL HAVE TO SPEND THE REST OF OUR LIVES THERE. Charles F. Kettering, American inventor and businessman
    54. 54. precedent.com mark.sherwin@precedent.co.uk uk.linkedin.com/in/markdsherwin/ Sitecore sales-uk@sitecore.net Tel: 0203 327 0630 Facebook: sitecoreuk Twitter: @sitecoreuk Google+: Sitecore United Kingdom

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