This document discusses digital transformation at KPN, a telecommunications company. It addresses the challenges of keeping up with rapidly changing customer needs in a digital world. KPN's ambition and vision is to achieve Digital Customer Excellence and Digital Operational Excellence. This will involve digitizing touchpoints, employees, core processes, and attracting and developing digital talent. The document provides tips for boosting digital craftsmanship such as determining digitization ambitions, creating a digital environment, attracting digital talent, learning programs, communities, and digital playgrounds. Crowdsourcing is presented as a way to accelerate transformation through hubs and expert skills. Relationship mapping and focusing on short term results are also recommended for managing the transformation process.

2. Digital transformation
starts with
Crowdsource your transformation
Jackelien Veldstra
Director Digital Transformation KPN
YOU!

3. My personal
transformation
Time
Technicalevolution

4. Transformation

5. Transformation

6. Transformation

7. Our challenge
Keep up with the
rapidly changing
customer needs
Customer centric
thinking and
a digital and data
savvy workforce
Shorten delivery
time and innovation
to customers

8. Without ambition and
vision…
...you are in
no man’s land

9. Our ambition and
visionDigitalCustomerExcellence(DCX)
Digital Operational Excellence (DOX)
Digital Connector
Digitizing
touchpoints
Digital Master
2020
Digital Dinosaur
2014
Digital Operator
Digitizing
employees

10. It’s a balancing act
between…

11. Customer People Process
Digital CX
• Omnichannel
• Identity
• customer view
• Selfcare
• Apps
Digital
craftmanship
• Acquire & retain
digital talent
• Digital & data
experiences,
training & tools
• Creating new
revenue streams
Digital
operational
excellence
• Digitize core
portfolio
& processes
• Open source
• Shift from off
to online

12. 6 STEPS TO BOOST DIGITAL CRAFTMANSHIP
. Determine the ambition of the digitization
⇥. Create a digital environment
⇤. Spot, attract and nurture digital talent
⌅. Provide a learning program
⇧. Build digital-data communities
⌃. Facilitate digital playgrounds
‘This is your world, shape
it or someone else will’
Gary Lew

13. 4 essentials
for today’s and future talents
Think
Customer
Centric
Develop
Data
Driven
Digitize
Customer
Value
Act
Adaptive &
Iterative
“I think reversed,
outside-in, to create
raving fans.”
“Data insights are
my precious to
create awesome
customer
experiences.”
ustomers
d digital
ces. That’s
develop
l-first.”
“Our customers
demand digital
experiences. That’s
why I develop
digital-first.”
“I dream big but act
small to launch,
learn & adapt fast –
to be an
intrapreneur.”
“I dream big but act
small to launch,
learn & adapt fast –
to be an
intrapreneur.”

14. Bottom up and top down
‘everyone needs to step in…
…who is getting
wet first?’

15. Crowdsourcing
Expert skills & mindset
C-
level
Management
Employees
Data Digital Basics
Sales
New
Business
Brands &
Marketing
Products
Customer
Service
Customer
Experience
Data &
Analytics

16. Hubs
Virtual hubs are small teams
that laser-focused accelerate
the digital transformation
Education
Hub
Change Hub
to accelerate
the data-digital
transformation
Champions
Hub
Partner
Hub
Vision
Hub
Expert Hub
per
department
Expert Hub
cross
department

17. ‘Essential to make
stakeholder mappings’
Work on quality of relationships
Confederates Allies
Fence-sitters
Adversaries Opposers
High
High
Low
Low
Degreeofalignment
Quality of relationship
AdaptedfromPeterBlock,TheEmpoweredManager(⌅⇤⇥)

18. Digital transformation
starts with
YOU!
Nobody said it’s easy…
so make sure you
manage frustrations
and keep on going!
It’s never too late…

19. The ingredients
ADHD
like
energy
Develop
the essential
talents
Change
your own
fundamentals
Crowdsource
change
ambassadors
Focus on
relationships
& short term
results
Let technology
facilitating
you

20. Questions?