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What the hell is
digital transformation
anyway?!
Mark Ralphs, 25 April 2018
2
Good Rebels is a digital strategy and
creative company.
We work with our clients to build a legacy of performance and
innovation, enabling them to thrive whatever the future holds.
We do this by identifying opportunities and solving complex
problems at the ConnectedEdge of people, brands and digital
technology; finding new ways to increase revenue and build
human-centred, high-performing organisations.
What the hell is digital transformation anyway?! | 25 April 2018 |
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
Transformation
TransformationDigital
TransformationDigital
Digital
transformation
How digital is
changing brands
Disruption at the ConnectedEdge
8What the hell is digital transformation anyway?! | 25 April 2018 |
People
Technology
Brands &
Organisations
ConnectedEdge
Video link youtube: https://www.youtube.com/watch?v=FkbTCoQ39L4
Challenges at the ConnectedEdge
Managing customer
expectations: providing a
differentiated, brand-led
customer experience that
delivers to customer needs
Understanding market
disruption: competing
with customer-centred,
data-led new entrants
reinventing existing
products and services
Transforming internally:
culture change required to
operationally deliver
Creating an authentic
omni-channel brand:
transforming from legacy
to future proof IT, systems
and processes
Building a vision: road-
mapping future vision to
give direction to strategic
innovation choices
Driving innovation
through test and learn:
continuous innovation
leading to emergent new
strategies
Future Strategy Club 2017
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
Examples of technology disrupting supply
chains and consumer journeys
The potential dominance
of Amazon: affecting
consumer relationships,
pricing and data
ownership
Advertising effectiveness:
as more consumers choose
to ignore interruptive
advertising, mass
marketing will become
less effective
The Internet of Things:
smart devices have the
potential to change the
way we shop, and the way
trade customers are
supplied
Blockchain: blockchain’s
dispersed ledger has the
potential to improve
logistics management,
improving speed and
reducing costs
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
Starbucks, blockchain from bean to cup
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
“Advertising of all flavours is
fundamentally insufficient for building
the deeper, more meaningful customer
relationships that digital now beckons
you to try to build.”
Forrester 2017
“We are moving from marketing communism – in
which marketers were able to push average quality
marketing to consumers – to marketing Darwinism, in
which people will only see what they want to see.”
Javier Sánchez Lamelas, then VP marketing, Coca-
Cola
Forrester 2017
PageFair 2017
21
MIT Sloane 2017
What the hell is digital transformation anyway?! | 25 April 2018 |
22
The adoption lag
Technology
Consumers
Organisations
People, brands and
organisations
Becoming human-centred
“It’s not all about the strategy. Or the
technology. It’s about the people. How
do we get the people who are good at
delivering the today, to deliver the
tomorrow better?”
Global head of digital transformation, Unliver
25
C
Z W
The Citizen Journey
The Consumer Journey
The Co-Worker Journey
Human centred organisations
Exceeding expectations
Creating value for wider society
Empowering internal creativity
The most successful organisations are those focused
on people. Where human relationships are intrinsic
to the business.
These are the brands and organisations that clearly
identify how they will create shared value for
consumers, co-workers, and citizens. These are the
truly human centred organisations.
What the hell is digital transformation anyway?! | 25 April 2018 |
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
27
C
Z W
Human-centred transformation
We encourage human-centred digital transformation, enhancing the relationship with customers,
employees and citizens by focussing on:
The Consumer
Journey
Discover
Buy
Love
The Citizen
Journey
Value
Connect
Involve
The Co-Worker
Journey
Wish <??>
Engage
Belong
Rich and unique
marketing, product
and service
experiences
Empowering &
developing coworkers
and collaborators
Strengthening business by
creating shared value, not
only for shareholders but for
wider society
What the hell is digital transformation anyway?! | 25 April 2018 |
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
Digital transformation
is a journey
Not a destination
“Any responsible company today
should view digital technologies as a
means to create a more efficient
organization or a different form of
customer engagement”
Arun Sundararajan, New York University
MIT Sloane 2017
32
Boston Consulting Group 2017
What the hell is digital transformation anyway?! | 25 April 2018 |
“Don’t confuse complex business
challenges with requiring complex
solutions. The power is in simplicity.”
Mark Luce, SAB Miller
VISION
Delivering world class digital
capabilities that are game changing,
data driven, and that deliver fast
growth, innovation, and outstanding
people.
35
Adopt an agile approach
Image credit: David Armano, 2011
What the hell is digital transformation anyway?! | 25 April 2018 |
36
Work fast
Audit and ambition
Where are you now?
Where do you want to get to?
Within what timeframe?
Roadmap and hero
project design
How are you going to get
there?
Winning support
Building the business case and
engaging internal stakeholders
who are vital to long-term
success.
Gaining momentum
Achieving early wins and
developing a ccontinuous
improvement
Weeks 1 to 10 Weeks 11 to 15 Week 16 onwards
What the hell is digital transformation anyway?! | 25 April 2018 |
37
Fernando Polo 2015
What the hell is digital transformation anyway?! | 25 April 2018 |
38What the hell is digital transformation anyway?! | 25 April 2018 |
Brilliant Noise 2018
Focus on digital capability
Find a hero!
40
Hero projects, some examples
• Social recruitment: reducing costs and employee churn
• Consumer journey mapping: highlighting opportunities to improve funnel conversion along
the digital and inshore consumer journey
• Digital consumer insights: improving segmentation, targeting and marketing efficiency
• Social media employee advocacy: increasing brand awareness and positive share of voice
• Member get member strategy: opening up peer driven acquisition
• Digital paid media innovation: testing new formats and approaches
• Data-led content strategy: creating relevant content to motivate consumer action
• Return on marketing investment (ROMI) modelling: to improve budget effectiveness
• Digital excellence training: building capacity across the organisation
• Digital and social media governance: reducing risk and improving agility
What the hell is digital transformation anyway?! | 25 April 2018 |
Good Rebels 2018
Digital transformation
in practice
43
LEGO global governance and
education
In 2011 LEGO was seeking to build digital expertise and capacity as they
prepared to roll out a global digital programme.
They asked Good Rebels to refine internal processes through the
development of an education and change management programme.
The programme, ‘The digital driver’s license’ was undertaken by digital
champions, operators and stakeholders, as well as a further 6,000
employees around the world.
The programme underpins all of the digital activity LEGO has delivered
during the last 4 years. LEGO is now considered one of the world’s most
forward thinking digital brands.
What the hell is digital transformation anyway?! | 25 April 2018 |
44
CESPA loyalty programme
Petroleum giant CEPSA asked us to redesign their 10 year-old loyalty
programme taking into account the latest changes in consumer behaviour
and technology.
We analysed legacy data to identify transactional behaviour. Then
developed a new loyalty platform that provides a range of emotional and
personalised incentives to CEPSA consumers.
The new platform is mobile – rather than card – based and uses social
sign-in to support social CRM.
What the hell is digital transformation anyway?! | 25 April 2018 |
45
Sephora’s digital ecosystem
With over 300 brands, and 750 stores across 21 countries, Sephora is one of
the leading and best loved cosmetic brands in the world. Sephora’s Spanish
business has also long been recognised as one of Iberia’s most innovative
retailers.
In 2017 Sephora asked Good Rebels to redefine their digital ecosystem as
part of an omni-channel journey; with the goal of creating unique
experiences for consumers when engaging with Sephora at any point along
the consumer journey or on any digital platform.
What the hell is digital transformation anyway?! | 25 April 2018 |
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)
Video link youtube: https://www.youtube.com/watch?v=3UEJyl2ClUc
Video link youtube: https://www.youtube.com/watch?v=Zb3KO27LWhA
Investment and
impact
70 / 20 / 10
Tried and tested Market-proven Innovation
Invest for innovation
ROI frameworks
PWC / Strategy& 2016
ROI of digital transformation
2x profit
10x customer
centricity
+10% customer
satisfaction
+20% employee
productivity
+59% innovation
-40% employee
turnover
University of Bath
“I like to say that we’re an 800 pound gorilla
living in a unicorn world. If we want to grow
our only option is to rewire ourselves and
disrupt our ways of working to become
more entrepreneurial and nimble”
Dana Andersen, former CMO of Mondelēz International
Join the Rebellion
mark@goodrebels.com
linkedin.com.markralphs
goodrebels.com
Barcelona • Bogotá • Brighton • Madrid • Mexico City

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What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)

  • 1. What the hell is digital transformation anyway?! Mark Ralphs, 25 April 2018
  • 2. 2 Good Rebels is a digital strategy and creative company. We work with our clients to build a legacy of performance and innovation, enabling them to thrive whatever the future holds. We do this by identifying opportunities and solving complex problems at the ConnectedEdge of people, brands and digital technology; finding new ways to increase revenue and build human-centred, high-performing organisations. What the hell is digital transformation anyway?! | 25 April 2018 |
  • 7. How digital is changing brands Disruption at the ConnectedEdge
  • 8. 8What the hell is digital transformation anyway?! | 25 April 2018 | People Technology Brands & Organisations ConnectedEdge
  • 9. Video link youtube: https://www.youtube.com/watch?v=FkbTCoQ39L4
  • 10. Challenges at the ConnectedEdge Managing customer expectations: providing a differentiated, brand-led customer experience that delivers to customer needs Understanding market disruption: competing with customer-centred, data-led new entrants reinventing existing products and services Transforming internally: culture change required to operationally deliver Creating an authentic omni-channel brand: transforming from legacy to future proof IT, systems and processes Building a vision: road- mapping future vision to give direction to strategic innovation choices Driving innovation through test and learn: continuous innovation leading to emergent new strategies Future Strategy Club 2017
  • 13. Examples of technology disrupting supply chains and consumer journeys The potential dominance of Amazon: affecting consumer relationships, pricing and data ownership Advertising effectiveness: as more consumers choose to ignore interruptive advertising, mass marketing will become less effective The Internet of Things: smart devices have the potential to change the way we shop, and the way trade customers are supplied Blockchain: blockchain’s dispersed ledger has the potential to improve logistics management, improving speed and reducing costs
  • 17. “Advertising of all flavours is fundamentally insufficient for building the deeper, more meaningful customer relationships that digital now beckons you to try to build.” Forrester 2017
  • 18. “We are moving from marketing communism – in which marketers were able to push average quality marketing to consumers – to marketing Darwinism, in which people will only see what they want to see.” Javier Sánchez Lamelas, then VP marketing, Coca- Cola
  • 21. 21 MIT Sloane 2017 What the hell is digital transformation anyway?! | 25 April 2018 |
  • 24. “It’s not all about the strategy. Or the technology. It’s about the people. How do we get the people who are good at delivering the today, to deliver the tomorrow better?” Global head of digital transformation, Unliver
  • 25. 25 C Z W The Citizen Journey The Consumer Journey The Co-Worker Journey Human centred organisations Exceeding expectations Creating value for wider society Empowering internal creativity The most successful organisations are those focused on people. Where human relationships are intrinsic to the business. These are the brands and organisations that clearly identify how they will create shared value for consumers, co-workers, and citizens. These are the truly human centred organisations. What the hell is digital transformation anyway?! | 25 April 2018 |
  • 27. 27 C Z W Human-centred transformation We encourage human-centred digital transformation, enhancing the relationship with customers, employees and citizens by focussing on: The Consumer Journey Discover Buy Love The Citizen Journey Value Connect Involve The Co-Worker Journey Wish <??> Engage Belong Rich and unique marketing, product and service experiences Empowering & developing coworkers and collaborators Strengthening business by creating shared value, not only for shareholders but for wider society What the hell is digital transformation anyway?! | 25 April 2018 |
  • 29. Digital transformation is a journey Not a destination
  • 30. “Any responsible company today should view digital technologies as a means to create a more efficient organization or a different form of customer engagement” Arun Sundararajan, New York University
  • 32. 32 Boston Consulting Group 2017 What the hell is digital transformation anyway?! | 25 April 2018 |
  • 33. “Don’t confuse complex business challenges with requiring complex solutions. The power is in simplicity.” Mark Luce, SAB Miller
  • 34. VISION Delivering world class digital capabilities that are game changing, data driven, and that deliver fast growth, innovation, and outstanding people.
  • 35. 35 Adopt an agile approach Image credit: David Armano, 2011 What the hell is digital transformation anyway?! | 25 April 2018 |
  • 36. 36 Work fast Audit and ambition Where are you now? Where do you want to get to? Within what timeframe? Roadmap and hero project design How are you going to get there? Winning support Building the business case and engaging internal stakeholders who are vital to long-term success. Gaining momentum Achieving early wins and developing a ccontinuous improvement Weeks 1 to 10 Weeks 11 to 15 Week 16 onwards What the hell is digital transformation anyway?! | 25 April 2018 |
  • 37. 37 Fernando Polo 2015 What the hell is digital transformation anyway?! | 25 April 2018 |
  • 38. 38What the hell is digital transformation anyway?! | 25 April 2018 | Brilliant Noise 2018 Focus on digital capability
  • 40. 40 Hero projects, some examples • Social recruitment: reducing costs and employee churn • Consumer journey mapping: highlighting opportunities to improve funnel conversion along the digital and inshore consumer journey • Digital consumer insights: improving segmentation, targeting and marketing efficiency • Social media employee advocacy: increasing brand awareness and positive share of voice • Member get member strategy: opening up peer driven acquisition • Digital paid media innovation: testing new formats and approaches • Data-led content strategy: creating relevant content to motivate consumer action • Return on marketing investment (ROMI) modelling: to improve budget effectiveness • Digital excellence training: building capacity across the organisation • Digital and social media governance: reducing risk and improving agility What the hell is digital transformation anyway?! | 25 April 2018 |
  • 43. 43 LEGO global governance and education In 2011 LEGO was seeking to build digital expertise and capacity as they prepared to roll out a global digital programme. They asked Good Rebels to refine internal processes through the development of an education and change management programme. The programme, ‘The digital driver’s license’ was undertaken by digital champions, operators and stakeholders, as well as a further 6,000 employees around the world. The programme underpins all of the digital activity LEGO has delivered during the last 4 years. LEGO is now considered one of the world’s most forward thinking digital brands. What the hell is digital transformation anyway?! | 25 April 2018 |
  • 44. 44 CESPA loyalty programme Petroleum giant CEPSA asked us to redesign their 10 year-old loyalty programme taking into account the latest changes in consumer behaviour and technology. We analysed legacy data to identify transactional behaviour. Then developed a new loyalty platform that provides a range of emotional and personalised incentives to CEPSA consumers. The new platform is mobile – rather than card – based and uses social sign-in to support social CRM. What the hell is digital transformation anyway?! | 25 April 2018 |
  • 45. 45 Sephora’s digital ecosystem With over 300 brands, and 750 stores across 21 countries, Sephora is one of the leading and best loved cosmetic brands in the world. Sephora’s Spanish business has also long been recognised as one of Iberia’s most innovative retailers. In 2017 Sephora asked Good Rebels to redefine their digital ecosystem as part of an omni-channel journey; with the goal of creating unique experiences for consumers when engaging with Sephora at any point along the consumer journey or on any digital platform. What the hell is digital transformation anyway?! | 25 April 2018 |
  • 47. Video link youtube: https://www.youtube.com/watch?v=3UEJyl2ClUc
  • 48. Video link youtube: https://www.youtube.com/watch?v=Zb3KO27LWhA
  • 50. 70 / 20 / 10 Tried and tested Market-proven Innovation Invest for innovation
  • 51. ROI frameworks PWC / Strategy& 2016
  • 52. ROI of digital transformation 2x profit 10x customer centricity +10% customer satisfaction +20% employee productivity +59% innovation -40% employee turnover University of Bath
  • 53. “I like to say that we’re an 800 pound gorilla living in a unicorn world. If we want to grow our only option is to rewire ourselves and disrupt our ways of working to become more entrepreneurial and nimble” Dana Andersen, former CMO of Mondelēz International