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Employee Buy-in And Engagement Rewards For Digital Transformation

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Like many change programs, corporate transformations and the communication about them often fail to meet expectations. That’s not surprising: they require employees to change their mind-sets and behaviors, and an organization to make cultural changes and rewire itself across functions.

Many leaders focus on long-term changes or holistic service redesigns and don’t expect any financial impact from them for two to three years.

Employees may become frustrated during this period and disengage. Using the right mechanisms, you can create the motivation context for a dedicated engagement and source more support for the duration of the process.

Co-presented with Kenny Van Beeck | CRM & Data Strategist @ Emakina

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Employee Buy-in And Engagement Rewards For Digital Transformation

  1. 1. EMAKINAFORDTS1 Kenny Van Beeck & Miel Van Opstal Emakina Belgium Corporate innovation through digital transformation Employee buy-in & engagement rewards June 2 , 2017
  2. 2. EMAKINAFORDTS2 Today’s digest 01 Change 02 Optimize 03 Validate 04 Engage
  3. 3. EMAKINAFORDTS3 The digital era is the economy of abundance 01 CHANGE
  4. 4. EMAKINAFORDTS4 Change is the only constant Heraclitus “ 01 CHANGE
  5. 5. EMAKINAFORDTS5 Effective use of data, to understand and serve audience needs, has become a key competitive advantage. 01 CHANGE
  6. 6. EMAKINAFORDTS6 W. Edwards Deming Without data you’re just another person with an opinion “ 01 CHANGE
  7. 7. EMAKINAFORDTS7 Discover Define Demonstrate Deliver 02 OPTIMIZE
  8. 8. EMAKINAFORDTS8 To fight new players, incumbents must accellerate their digital transformation. CX EX+ = 02 OPTIMIZE
  9. 9. EMAKINAFORDTS9 Empower your employees Engage your customers Optimize your operations Transform your product Systems of intelligence 02 OPTIMIZE
  10. 10. EMAKINAFORDTS10 Highlight the opportunities employees will enjoy as change ambassadors, not only in terms of improving the company’s trajectory but also by enriching their career history and building their own personal brands and reputations. 03 VALIDATE
  11. 11. EMAKINAFORDTS11 4 types of employees 03 VALIDATE
  12. 12. EMAKINAFORDTS12 Policy ProfilePurpose Platform Pulse Progress Perks 03 VALIDATE
  13. 13. EMAKINAFORDTS13 Rewards can drive employee engagement, stimulate ambition and push performance
  14. 14. EMAKINAFORDTS14 Importance of the shape of the message: sequential communication 03 VALIDATE
  15. 15. EMAKINAFORDTS15 Communication amplification requirements for employees  Make key messaging accessible and shareable.  Clearly define the required skill sets of the employees.  Provide ample coaching & training.  Clearly define the expectations of the employees. 03 VALIDATE
  16. 16. EMAKINAFORDTS16 Essential elements to drive innovation awareness & - intelligence  When a company uses volunteers rather than conscripts.  When it offers training on how to think about innovation.  When executives strike an authentic tone.  When energy- and community-building offline events (such as workshops or weekly cafeteria sessions) supplement the online discussions. 03 VALIDATE
  17. 17. EMAKINAFORDTS17 Gamification and / or reputation engine? 03 VALIDATE
  18. 18. EMAKINAFORDTS18 Employee Engagement Productivity Enhancement Efficiency Improvement Innovation Enterprise Gamification Benefits 04 ENGAGE
  19. 19. EMAKINAFORDTS19 Gamification 04 ENGAGE
  20. 20. EMAKINAFORDTS20 Influencing employee behaviour through engaging experiences, using game design principles in decision-making applications and services. Effective Gamification 04 ENGAGE
  21. 21. EMAKINAFORDTS21 Rewarding proxy behaviors will only encourage those proxy behaviors. The learner with the highest score is not likely to be the user that has learned the most. QUALITY QUANTITY over 04 ENGAGE
  22. 22. EMAKINAFORDTS22 Intrinsic vs. extrinsic motivation 04 ENGAGE
  23. 23. EMAKINAFORDTS23 Honor Honesty Authority Stature Trust Integrity Reputation 04 ENGAGE
  24. 24. EMAKINAFORDTS24 3 elements must converge in order for a change in behaviour to occur:  Motivation  Ability  Trigger 04 ENGAGE
  25. 25. EMAKINAFORDTS25 Gamification doesn’t solve a problem 04 ENGAGE
  26. 26. EMAKINAFORDTS26 Do not confuse activity with success 04 ENGAGE
  27. 27. EMAKINAFORDTS27 People don’t buy your product, they buy better versions of themselves. 04 ENGAGE
  28. 28. EMAKINAFORDTS28 Thank You for your attention
  29. 29. EMAKINA201729 P A R T N E R I N Y O U R D I G I T A L T R A N S F O R M A T I O N W W W . E M A K I N A . C O M
  30. 30. EMAKINAFORDTS30EMAKINA201730 1 O V E R V I E W THE WORLD AS WE KNOW IT 3 2 4 5 HOW OUR PHILOSOPHY FITS IN THAT WORLD A GLIMPSE BEHIND THE SCENES CASE STUDIES HOW EMAKINA WALKS THE TALK
  31. 31. EMAKINAFORDTS31EMAKINA201731 1 T H E W O R L D A S W E K N O W I T
  32. 32. EMAKINAFORDTS32EMAKINA201732 T H E D I G I T A L E R A H A S C H A N G E D O U R L I V E S F U N D A M E N T A L L Y P A R T 1 T H E W O R L D A S W E K N O W I T I N A L W A Y S - O N C O N N E C T I V I T Y M O D E WE ARE S C R E E N S , P L A T F O R M S , D E V I C E S , l O T WE USE T H A T “ S H A R I N G I S C A R I N G ” WE THINK L I M I T L E S S ( P R I V A T E ) D A T A G A T H E R I N G WE ACCEPT C O N V E N I E N C E A N D E X P E R I E N C E E V E R Y W H E R E WE EXPECT need To adapt!
  33. 33. EMAKINAFORDTS33EMAKINA201733 I N T H E D I G I T A L W O R L D O F C O M P L E X I T Y A N D P L E N T Y P A R T 1 T H E W O R L D A S W E K N O W I T T H E Q U E S T I O N I S : H O W T O C R E A T E I N T E R A C T I O N AT T R A C T I O N D I S T I N C T I O N L O YA LT Y R E TA I N M E N T
  34. 34. EMAKINAFORDTS34EMAKINA201734 B E R E L E V A N T , B E S I M P L E , B E I N T E L L I G E N T , P A R T 1 T H E W O R L D A S W E K N O W I T C R E A T E A U N I Q U E C U S T O M E R E X P E R I E N C E
  35. 35. EMAKINAFORDTS35EMAKINA201735 2 H O W O U R P H I L O S O P H Y F I T S I N T H A T W O R L D
  36. 36. EMAKINAFORDTS36EMAKINA201736 P A R T 2 E M A K I N A P H I L O S O P H Y W E P U T T H E C U S T O M E R A T T H E C E N T R E T H E E X P E R I E N C E S H A R E I T A S H A R E A B L E , H I G H Q U A L I T Y U S E R E X P E R I E N C E WHAT MATTERS FOR A CUSTOMER? WHAT DOES A CUSTOMER DO WITH THAT EXPERIENCE? WHAT DOES A BRAND NEED TO DELIVER?
  37. 37. EMAKINAFORDTS37 W E C R E A T E SHAREABLE, HIGH QUALITY USER EXPERIENCES AN ESSENTIAL, SUSTAINABLE AND PROFITABLE COMPETITIVE ADVANTAGE THE ECOSYSTEM AND WHAT’S IN IT FOR A BRAND? IS THERE A MAGIC INGREDIENT TO MAKE THIS HAPPEN? P A R T 2 E M A K I N A P H I L O S O P H Y
  38. 38. EMAKINAFORDTS38EMAKINA201738 D I D Y O U S A Y “ E C O S Y S T E M ” P A R T 2 E M A K I N A P H I L O S O P H Y
  39. 39. EMAKINAFORDTS39EMAKINA201739 BIG DATA MAKES YOU BLIND, SMART DATA MAKES YOU SUCCESSFUL SMART DATA + DECISION MAKING = HUMAN DATA-DRIVEN STRATEGY
  40. 40. EMAKINAFORDTS40EMAKINA201740 MOVE AWAY FROM CRM (CUSTOMER RELATIONSHIP M A N A G E M E N T ) TOWARDS PRM ( P E R S O N A L R E L A T I O N S H I P M A N A G E M E N T )
  41. 41. EMAKINAFORDTS41EMAKINA201741 YOU ARE UNIQUE. SO ARE YOUR CUSTOMERS: DESIGN AND CREATE FOR UNIQUE HUMAN BEHAVIOR FORGET PASSE-PARTOUT SOLUTIONS FORGET PERSONAS AND MASS TARGET GROUPS FORGET A 360° CHANNEL APPROACH
  42. 42. EMAKINAFORDTS42EMAKINA201742 THE RIGHT TOOLSFOR EMAKINA NO CHANNEL, TOOL OR TECHNOLOGY IS OUT OF REACH
  43. 43. EMAKINAFORDTS43EMAKINA201743 P A R T 2 E M A K I N A P H I L O S O P H Y U N I Q U E U S E R E X P E R I E N C E T O G E T H E R WE CAN CREATE A L E T T H E M A G I C H A P P E N AND FOR YOUR CUSTOMERS W I T H SMART DATA, PERSONAL RELATIONSHIPS, THE RIGHT CHANNELS, AND THE RIGHT TOOLS
  44. 44. EMAKINAFORDTS44EMAKINA201744 3 H O W W E W A L K T H E T A L K
  45. 45. EMAKINAFORDTS45EMAKINA201745 W E H A V E T H E E X P E R T S Y O U N E E D P A R T 3 H O W W E W A L K T H E T A L K
  46. 46. EMAKINAFORDTS46EMAKINA201746 G R O U P S O F E X P E R T S ( n o s i l o s a p p r o a c h ) A G I L E W A Y O F W O R K I N G ( e . g . s c r u m ) F O L L O W T H E U S E R J O U R N E Y P A R T N E R S H I P W I T H L O N G T E R M A D D E D V A L U E I M U N A : I n i t i a t e – M e a s u r e – U n d e r s t a n d – A c t B E S T I N C L A S S C O M P A N Y W I N N I N G C U S T O M E R E X P E R I E N C E W E W ORK ACCORDING TO YOUR NEEDS AND BUSINESS GOALS W E OFFER STRATEGIC GUIDANCE AND BUSINESS DEVELOPMENT W E WANT YOU TO EXCEL P A R T 3 H O W W E W A L K T H E T A L K user
  47. 47. EMAKINAFORDTS47EMAKINA201747 W E H A V E T H E E X P E R T I S E Y O U N E E D P A R T 3 H O W W E W A L K T H E T A L K
  48. 48. EMAKINAFORDTS48EMAKINA201748 INSIGHTS & ADVISORY SERVICES Services - Consumers insights - Target research - Innovation workshops - Qualitative and quantitative research - Social media analysis - User testing - social trends - Ethnology - Pre and post-testing - … W EB BUILDING Business requirements - Functional analysis / User Stories / Product Roadmap - Information architecture - Responsive web design - Content production - Website development - Intranet & extranet - CMS implementation - IT integration - Search Engine Optimization & traffic analysis - … DIGITAL MARKETING Smart data - Data analysis - Analytics - Production - Strategic planning – Strategic advice - Direct & inbound marketing - CRM - Social media marketing - … P A R T 3 H O W W E W A L K T H E T A L K
  49. 49. EMAKINAFORDTS49EMAKINA201749 P A R T 3 H O W W E W A L K T H E T A L K CONNECTED COMMERCE Studies & consulting – UX Design - Customer journey transformation - Information Architecture - Master data - Deployment of connected trade platforms - PIM / ERP software integration - Integration with logistics and transport platforms - Activation and demand generation campaigns - Conversion optimisation - Performance measurement – Hosting - … CONTENT PRODUCTION Social media strategy - community & conversation management - social CRM - Tone of voice - DNS for brands - storytelling - gamification - engagement strategy - activation - editorial management - ….
  50. 50. EMAKINAFORDTS50EMAKINA201750 P A R T 3 H O W W E W A L K T H E T A L K APPLICATIONS - INNOVATION & DESIGN Mobile apps - Touchscreens - Gestured controlled development - Advergaming - Apple Watch & Android wear - IoT - Digital reality - (Augmented reality - Virtual reality - Cardboard - 360° videos - Interactive installations - Web apps - … COMMUNICATION & BRANDS Integrated cross-channel strategy - Comprehensive brand management - Strategic planning - Differentiation - Business ideas – Ecosystems - Consumer insights - Strategic tools – Innovation - Brand identity & positioning - Social media strategy - Engagement platforms - … MEDIA BUYING & MEDIA PLANNING Media strategy - Buying support - Media planning - Return on investment by optimisation - Online publicity - Banner ads - Viral and buzz marketing – Informercials - …
  51. 51. EMAKINAFORDTS51EMAKINA201751 4 E M A K I N A B E H I N D T H E S C E N E S
  52. 52. EMAKINAFORDTS52EMAKINA201752 A M S T E R D A M V I E N N A Z A G R E B S A L Z B U R G Z U R I C H L A U S A N N E G E N E V A L I M O G E S P A R I S B R U S S E L S A N D H E A D Q U A R T E R S S T O C K H O L M P A R T 4 E M A K I N A B E H I N D T H E S C E N E S E M A K I N A G R O U P & B E L G I U M
  53. 53. EMAKINAFORDTS53EMAKINA201753 F A C T S & F I G U R E S P A R T 4 E M A K I N A B E H I N D T H E S C E N E S EMPLOYEES 800 OFFICES 15 COUNTRIES 9 CONTINENTS 3 FULL-SERVICE GROUP 360 5k 77.3 3 CLIENTS PROJECTS / YEAR MIO € TURNOVER IN FY 2016 TOP-3 INDEPENDENT EUROPEAN GROUPS 2006 800% 54,6% LISTED ON ALTERNEXT 10-YEAR GROW TH GROW TH OVER LAST 3 YEARS
  54. 54. EMAKINAFORDTS54EMAKINA201754 5 C A S E S T U D I E S
  55. 55. EMAKINAFORDTS55EMAKINA201755 P A R T 5 C A S E S T U D I E S Successful transformation and transition to the new brand Plug & Play template in 6 language versions Dynamic content for 170 destinations Reduced workload 2 3 4 1
  56. 56. EMAKINAFORDTS56EMAKINA201756 P A R T 5 C A S E S T U D I E S A long journey with light refreshments Progressively start segmenting A seamless experience Facilitating the CRM-teams A continuous process 1 2 3 4 5
  57. 57. EMAKINAFORDTS57EMAKINA201757 P A R T 5 C A S E S T U D I E S The 4 SUNWEB-Challenges The Customer Journey Implicit and explicit data Marketing Automation The clear uplift of quality and performance 1 2 3 4 5
  58. 58. EMAKINAFORDTS58EMAKINA201758 THANK YOU A L L T H E I M A G E S U S E D I N T H I S D O C U M E N T A R E F O R P R E S E N T A T I O N P U R P O S E O N L Y A N D C A N ’ T B E U S E D

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