Digital Transformation is the buzz word of the latest year: What it really means? Which trends and technologies should manufacturers follow? What's next? What to focus on? IoT, Chatbot, Artificial Intelligence, Digical, Big Data

1. Digital Transformation
Focus on business processess that
can be digitised
THE BUSINESS STRATEGY
CONFERENCE
@luisella Hannover, Feb13th – 15th 2017

2. #1 MYTH
You must have a
Digital Strategy.
@luisella Hannover, Feb13th – 15th 2017

3. Having a Digital Strategy will
soon look as ridicolous as
having an electricity strategy
“
”K. Boicott!
@luisella Hannover, Feb13th – 15th 2017

4. #2 MYTH
You must innovate
like a lean start-up,
@luisella Hannover, Feb13th – 15th 2017

5. Years from funding to 1$ billion valuation
98
24
8
3
1
@luisella Hannover, Feb13th – 15th 2017
Source HBR

6. Based on Venture Capitalism, global by scale,
digital by default
Start-ups play a totally different game
@luisella Hannover, Feb13th – 15th 2017

7. Innovation success rate
@luisella Hannover, Feb13th – 15th 2017
0.002 %START-UPS INNOVATION SUCCESS RATE
12.5 %CORPORATIONS INNOVATION SUCCESS RATE
Source HBR

8. #3 MYTH
You must adopt the
latest and most
innovative technology.
@luisella Hannover, Feb13th – 15th 2017

9. Technology
changes so rapidly…
Is competitive advantage dead?
Risk: throw away core advantages while pouring resources into
ventures that have no competitive edge or chances to win.
@luisella Hannover, Feb13th – 15th 2017

10. Digital Transformation means
SERVICE TRANSFORMATION
partly enabled and required by
digital and technology.
CUSTOMER
EXPERIENCE
SERVICEPRODUCT
Transformation, not Disruption
@luisella Hannover, Feb13th – 15th 2017

11. MANUFACTURER RESELLER ONLINE/OFFLINE CONSUMER
CONSUMER SITES, MOBILE APPS, ADVERTISEMENT…
B2B B2C
B2B2C
FEEDBACK/LOYALTY
ONLINE REVIEW
PRODUCT AND SERVICE
MANUFACTURER
Digital Transformation: 3 Dimensions
@luisella Hannover, Feb13th – 15th 2017

12. Where you should (already) be
Customer
Experience
Content
Marketing
Strategy
Culture &
Leadership
@luisella Hannover, Feb13th – 15th 2017
Digital
Ecosystem

13. Customers eXperience is today’s
business benchmark.
Is it the end of branding and marketing? No.
A strong brand strategy must guide the CX.
The Brand is the reason to choose, the company
identity, its uniqueness. Marketing is the voice of
the brand both in and outside of the organization.
CX role is to implement the brand promise.
TRANSPARENCY IMMEDIACY CONTEXT
ON DEMAND
@luisella Hannover, Feb13th – 15th 2017

14. AWARENESS CONSIDERATION
PREFERENCE/
EVALUATION
ACTION/BUY
LOYALTY/
REPURCHASE
IN THE
MARKET
DEALERS
RECOMMENDATION
ADVERTISEMENT
FRIENDS,
RELATIVES…
Traditional Consumer Journey
@luisella Hannover, Feb13th – 15th 2017

15. STORYTELLING doesn’t mean telling stories.
Content shared must be true and autenthic
TRUST
SHARE
PEER
REVIEW
COM
PARE
PURCHASE
DECIDE
EVANGELIZE
RESEARCH
SHARE
DISCOVER
SEARCH
RESEARCH
TRUST
AWARENESS
CONSIDERATION
PURCHASE
BUYER
INFLUENCER
Digital
Peers
Email
Events
Social Media
Web/Mobile
Company web/
mobile sites
Sales
PREFERENCE
LOYALTY
ACTION
AWARENESS
CONSIDERATION
INBOUND
Want to know
Want to buy
Want to do
Want to go
Decentralised Consumer Journey and the
Digital Ecosystem
@luisella Hannover, Feb13th – 15th 2017

16. CRM integrated with Marketing automation
tools, ERP, brand websites, eCommerce
and their analytics.
Marketing, CSR, IT, Sales: together
37% 43% 72%
THINK IS NOT
USEFUL
USE HALF
FEATURES
DIFFICULT
TO USE
15%
INCREASE OF SALES
REP PRODUCTIVITY
WITH CRM MOBILE
APPS
20-40%
INCREASE OF
CUSTOMER
SPENDING IN THEIR
NEXT INTERACTION
CRM BENEFITS SALES REP. ON CRM
@luisella Hannover, Feb13th – 15th 2017

17. The greatest barrier to
adopting Digital
Transformation
strategies is not
skepticism about the
promise but
inexperience with their
EXECUTION.
@luisella Hannover, Feb13th – 15th 2017
89%
Companies starting a
Digital Transformation
Companies suceeding in
Digital Transformation
14%

18. Feels
LACK OF DATA.
Not knowing the
customer.
51%
Cross
department
COLLABORA
TION is difficult.
56%
Digital
transformation is
confused with
hits and run
campaign.
59%
Change
COMPANY
CULTURE is
extremely difficult.
63%
Digital Transformation biggest challenges
Source Altimeter 2016
@luisella Hannover, Feb13th – 15th 2017

19. LACK OF
PRIORITIZATION
NOT INTEGRATED
STRATEGIES
SILOS
APPROACH
TUNNEL
VISION
NOT DEDICATED
RESOURCES
NO PARADIGM
FOR NEW DATA
SELF DEFENSE
MECHANISM
EDUCATION NO INTERNAL ENGAGEMENTBUDGET
INNOVATION CULTUREINTEGRATED VISIONDIGITAL FIRST
BE WHERE
CONSUMERS ARE
EXPAND MARKET
OPPORTUNITIES
DISRUPTIVE
TECHNOLOGIES
NEW DIGITAL
TOUCHPOINTS
CONSUMERS
INSIGHTS
NOT LINEAR
CUSTOMER JOURNEY
EMPOWER INTERNAL
COLLABORATION
DIGITAL
DARWINISM
Digital transformation inibitors
Digital transformation catalysts!

20. STORYTELLING or COTENT MARKETING doesn’t
mean telling stories.
Content shared must be true and autethic
SUPPORT!
TRUST!
SELF DISCIPLINE!
Don’t change people,
change the smell of the place.
(Prof. Sumatra Goshal)
CONTROL
COMPLIANCE
CONTRACT
CONSTRAIN
AMBITIONS, VALUES!
CONTINUOUS LEARNING !
REWARD INNOVATIVE
APPROACH!
FOCUS ON CREATING VALUE
FOR&WITH COSTUMERS!
SERVANT LEADERSHIP!
CONTINUOUS IMPROVEMENT!
@luisella Hannover, Feb13th – 15th 2017
Catalysts: Culture and leadership

21. BUILD DIGITAL CAPABILITIES
HDR: Human Digital Relationship Dept. !
DIGITAL JOBS
COMPENSATI
ON&DEVELOP
MENT
DIGITAL CULTURE
EMPOWEREMENT
CROSS TEAM
ENGAGEMENT
HR PROCESS
TRANSFORMATION
EMPLOYER
BRANDING
SMART AND
REMOTE WORKING
DIRECT
RECRUITING/
TALENT SCOUTING
DIGITAL
TRAINING
SKILLS GAP
ASSESSMENT

22. #4 MYTH
Tires are boring.
@luisella Hannover, Feb13th – 15th 2017

23. @luisella Hannover, Feb13th – 15th 2017

24. @luisella Hannover, Feb13th – 15th 2017

25. @luisella Hannover, Feb13th – 15th 2017

26. Sales and Marketing reshaped
OF CONSUMERS
ARE INSPIRED TO
SEEK OUT A
PRODUCT AFTER
READING CONTENT
ABOUT IT
60%
77% 74% 70%
WEBINARS
eBOOKS
WHITE PAPERS
#FROSTMAR@luisella@luisella Hannover, Feb13th – 15th 2017
INBOUND MARKETINGCONTENT MARKETING
BE USEFUL
AUTHENTICITY
INFORM NOT PROMOTE
RELATIONSHIP
TRUST
STORYTELLING
VALUE

27. @luisella Hannover, Feb13th – 15th 2017
What you should explore
Internet
of
things
Big
Data
AI,
chatbot
Virtual
reality
Digical

28. #5 MYTH
(Big) data are only for
Facebook, Google or
for content providers.
@luisella Hannover, Feb13th – 15th 2017

29. Data to better understand your customers
PRODUCT
DESIGN A BETTER
PRODUCT FOR THEM
PR
GAIN MORE VISIBILITY
MARKETING
BETTER TARGETING,
CHANNELS
PRIORITIZATION
SALES
MAKE THEM AN OFFER
THEY CAN’T REFUSE
( PRICING&PRODUCTS)
ADVERTISEMENT
OPTIMISE THE MEDIA
INVESTMENT
CUSTOMER SUPPORT
OFFER THEM A
BETTER SUPPORT
@luisella Hannover, Feb13th – 15th 2017

30. To be Digital AND Physical.
Welcome DIGICAL.
Build your strategies around
Digital-Physical fusion.
The new competitive advantage?
@luisella Hannover, Feb13th – 15th 2017

31. @luisella Hannover, Feb13th – 15th 2017
Enhanced physical space

32. @luisella
Chatbot and Humans

33. luisella.giani@gmail.com!@luisella linkedin.com/in/luisellagiani
Luisella Giani!