(Jeroen Derynck, Business Architect Director, Salesforce) Learn how every technology professional is in the business of digital transformation and understand proven frameworks to help the modern enterprise to succeed faster. Also, understand how bringing together business and IT in new ways accelerates transformation, strengthens usage of Salesforce technology and, ultimately, creates faster benefits for your employees and customers.

1. THE ART OF ENCHANTING YOUR
CUSTOMERS
Jeroen Derynck
Global Transformation Executive
Innovation Days Amsterdam November 2017

2. ​ ALL ENTERPRISES
WILL BECOME
EXPERIENCE
COMPANIES BY
2020

3. WAVES OF DIGITAL DISRUPTION
1995+
MUSIC
PHOTOGRAPHY
VIDEO RENTAL
…
2005+
PRINT MEDIA
TV
TRAVEL
REAL-ESTATE
HR
…
2015+
FINANCE
HEALTHCARE
AUTOMOTIVE
RETAIL
EDUCATION
TELCO
…
2020+
ALL SAFE HAVENS
WILL BE SUBJECT
TO DIGITAL
DISRUPTION
…
digitaltransformationbook.com

4. THE CLOUD IS FUELLING THE REVOLUTION

5. USER EXPERIENCE
SPEED
PRICE
CONVENIENCE
MOBILE
TRUST
IN THE DIGITAL AGE CUSTOMERS WANT

6. A [ P ] P I F I C A T I O N

7. WHAT AIRBNB,
AMAZON, ALIBABA,
APPLE, TESLA, UBER,…
HAVE IN COMMON
NETWORK ORCHESTRATORS IN THE PLATFORM ECONOMY

8. THE NEXT GREAT (INDUSTRIAL) REVOLUTION

9. ECOSYSTEMPLATFORM CLOUD
THE RULES OF THE ELASTIC ECONOMY
API CLOUD

10. P A Y M E N T S
T R A N S P O R T A T I O N
D I S T R I B U T I O N
C O M M U N I C A T I O N S
E C O M M E R C E
M U S I C & T V
N E W S & M E D I A
A D V E R T I S I N G
R E T A I L
…
PLATFORM COMPANIES DISRUPT ENTIRE INDUSTRIES
RADICALADJACENCIES
APIFIRST
DATA AS
AN ASSET

11. TODAYS GAME CHANGERS ARE NOT ONLY
BASED ON HIGH-TECH.
THEY ARE BASED ON A BETTER WAY TO SOLVE
A BASIC PROBLEM, USING SIMPLE AND
RELEVANT TECHNOLOGY, TO ACTUALLY
IMPROVE PEOPLES LIVES…

12. WHAT ARE MY
OPTIONS?

13. THE REAL QUESTION IS…. DO YOU STILL WANT TO BE IN BUSINESS?
OUTSIDE
YOUR
COMFORT
ZONE
LOW MOTIVATION TO RESPOND HIGH
LOWABILITYTORESPONDHIGH
- ATTACK THE
DISRUPTION
- EMBRACE INNOVATION
& SCALE UP
- ADAPT & SEPARATE
- ADOPT & KEEP
INTERNAL
- ATTACK
- FOCUS ON YOUR OWN
BUSINESS
- IGNORE THE
INNOVATION
- FOCUS ON YOUR OWN
BUSINESS
BYE BYE
ZONE

14. “WE’LL BE FINE…”
​FAMOUS LAST WORDS
BYE BYE
ZONE

15. DIGITAL TRANSFORMATION IS MORE THAN A
PRETTY USER INTERFACE… IT IS RE-ENGINEERING
THE VERY FOUNDATIONS OF YOUR ORGANISATION
IN ORDER TO ENGAGE WITH YOUR CUSTOMERS IN
DIGITAL WAYS VIA NEW BUSINESS MODELS AND
CLEVER USAGE OF DIGITAL TECHNOLOGIES
THE RESULT: DIGITAL TRANSFORMATION

16. SALES MARKETING IT SERVICE
PARTNERSHIPSBUSINESS MODELS EXPERIMENTATIONTRANSFORMATION
IOT, BIG DATA, AI, SECURITY, SERVICE, MARKETING, ECOMMERCE, AR, BOTS, API, …
DIGITAL
BUSINESSES NEED A NEW PLAYBOOK

17. 2 OUT OF 3 OF DIGITAL
TRANSFORMATIONS FAIL

18. SILICON VALLEY PETTING ZOOS

19. EMERGING TRUTHS ABOUT DIGITAL TRANSFORMATION
• DIGITAL TRANSFORMATION IS HARD WORK
• IT IS NOT ABOUT TECHNOLOGY
• CORPORATE CULTURE AND SPEED MATTER
• A DIGITAL-SAVVY CORPORATE CULTURE GOES DEEP
• YOUR SUCCESS DEPENDS ON THE ABILITY TO MEASURE PROGRESS
• DIGITAL LEADERSHIP REQUIRES ADAPTIVENESS
• IT MEANS THINKING LIKE AN ENTREPRENEUR

20. Because digital disruption is more than a
technology shift, it’s new business models.
Our focus should not (only) be on emerging
technology but on emerging cultural
practices

21. IN ORDER TO FIGHT BACK, THE LEADERSHIP TEAM
MUST HAVE A DIGITAL-FIRST MINDSET. THERE IS A
DIRECT RELATIONSHIP BETWEEN THE DIGITAL IQ OF
YOUR BOARD AND THE CHANCE THAT YOUR
ORGANISATION WILL STILL BE IN BUSINESS BY 2020

22. EXPERIENCE DESIGN IS CORE
TO YOUR DIGITAL STRATEGY

23. WHAT EXACTLY IS EXPERIENCE DESIGN?
• NO RULES
• ITERATIVE AND CYCLICAL
• OMNI-CHANNEL
• PEOPLE COME FIRST
• BUILD TO THINK
• REAL WORLD TESTING
• SHARED MINDSET
• OPTIMISM
EXPERIENCE DESIGN IS A
METHODOLOGY TO MAKE
PEOPLE’S INTERACTIONS WITH
COMPLEX SYSTEMS MORE
PLEASANT… OR IN OTHER
WORDS MAKE TECHNOLOGY
EASY TO USE.

24. DESIGN THINKING AT THE CORE OF TRANSFORMATION

25. HOW TO BECOME BETTER AT INNOVATION
OBSERVING QUESTIONING NETWORKING EXPERIMENTINGASSOCIATING
INNOVATORS’ DNA

26. START UPS SOLVE PROBLEMS

27. DATA IS THE NEW OIL
DO YOU HAVE THE RESOURCES TO REFINE IT?

29. TRENDS IN EXPERIENCE DESIGN
• CONTENT FOCUSED EXPERIENCES
• TIME SAVING DESIGN
• SMARTER PERSONALIZATION
• OMNICHANNEL UX
• HUMANIZING DIGITAL EXPERIENCE
• VOICE USER INTERFACES
• BIOMETRIC AUTHENTICATION
• AUGMENTED REALITY
• EMERGENT USE OF VIRTUAL REALITY

30. SHIFT HAPPENS: FROM MOBILE FIRST TO AI FIRST
• SELF DRIVING CARS
• PERSONAL ASSISTANTS
• MACHINE LEARNING
• CHATBOTS
• VOICE RECOGNITION
• IMAGE RECOGNITION
• NATURAL LANGUAGE PROCESSING

31. GREAT… GOT IT!

32. ​ NOW SHOW ME THE
MONEY….

33. FOR EVERY DOLLAR
SPENT ON DESIGN,
BUSINESSES SEE A 4
DOLLAR INCREASE IN
NET PROFIT
UK DESIGN COUNCIL

34. DESIGN VALUE INDEX:
DESIGN CONSCIOUS
COMPANIES SHOW A
200% RETURN OVER THE
S&P 500

35. • APPLE
• COCA COLA
• FORD
• HERMAN MILLER
• IBM
• INTUIT
• NIKE
• WALT DISNEY
• STARBUCKS

36. BUSINESS MODEL INNOVATION IS AT THE CORE
http://www.geekwire.com/2016/meet-starbucks-next-ceo-heres-former-colleagues-say-tech-vet-kevin-johnson/

37. WHERE WILL YOU BE IN 2020?

38. A NEW GENERATION
OF BUSINESS
LEADERS WITH THE
RIGHT SET OF
CAPABILITIES TO HELP
YOUR ORGANISATION
EMBED DIGITAL INTO
THE FABRIC OF
BUSINESS
CHIEF DIGITAL OFFICER
CHIEF DATA OFFICER
CHIEF EXPERIENCE OFFICER
CHIEF PLATFORM OFFICER
CHIEF CUSTOMER OFFICER
CHIEF HAPPINESS OFFICER
CHIEF GROWTH OFFICER
BRING IN THE NEW ROCKSTARS

39. THE NEED FOR A FAST AND FURIOUS IT
TRANSFORMATION ACCELERATIONDISRUPTION

40. THE NEW ROLE OF IT: BRING SPEED AND AGIITY INTO THE EQUATION
garage

41. COMPANIES WILL BECOME TECHNOLOGY INCUBATORS
• SPEED AND AGILITY
• ELASTICITY
• CREATIVITY & RISK
• EXPERIMENTATION
• GROWTH HACKING
• HACKATHONS
• TECHNOLOGY PARTNERSHIPS
• INCUBATOR
• FUNDING
• ACQUIRING

42. TO
minimum
viable
product
CORPORATES DISRUPTORS
FROM
maximum
validated
product
MINIMUM VIABLE PRODUCTS ARE THE NEW BLACK

43. MINIMUM VIABLE TRANSFORMATION
INSTEAD OF SPENDING YEARS
PERFECTING OUR TECHNOLOGY, WE
BUILD A MINIMUM VIABLE PRODUCT,
AN EARLY PRODUCT THAT IS TERRIBLE,
FULL OF BUGS, AND CRASH-YOUR-
COMPUTER-YES-REALLY STABILITY
PROBLEMS. THEN WE SHIP IT TO
CUSTOMERS WAY BEFORE IT’S READY
(ERIC RIES)

44. EVERY MATURITY STAGE COMES WITH ITS OWN CHALLENGES
EARLY DEVELOPING MATURING
1. LACK OF STRATEGY
2. TOO MANY PRIORITIES
3.LACK OF UNDERSTANDING
BARRIERS
1. TOO MANY PRIORITIES
2. LACK OF STRATEGY
3. INSUFFICIENT TECH SKILLS
1. TOO MANY PRIORITIES
2. SECURITY CONCERNS
3. INSUFFICIENT TECH SKILLS
MATURITYLEVEL

45. thank y u