2. “Virtually every firm in every industry is
being shaken up by the digital revolution.
No chief executive can ignore the
onslaught of mobile computing, big data,
artificial intelligence and the like. These
new technologies offer the promise of
huge efficiency gains, but also the threat
of being walloped by some upstart from
Silicon Valley.”
The Economist | The World in 2015
2
3. Two types of company:
1. Incumbents.
2. Disruptors.
3
13. Moving as fast as
the customer.
13
Get close and stay
close to customers.
14. 14
The world changes
every 18 months.
Which
coincidentally is
how long it takes
for a big company
to make a decision.
Hugh MacLeod
15. 15Model first published Harvard Business Review - McKinsey & Co
Customer decision journey
16. - Consider: Aware of need.
- Evaluate: Comparing options.
- Buy: Purchase process.
- Enjoy: Using product.
- Bond: Developing trust.
- Advocate: Active recommending.
Customer
decision journey
stages
17. Customer centric planning - digital channels
Customer Goal: Buy a return flight to New York for a shopping trip.
Search Engine
Brand website
Price Comparison
Social Media
Consider Evaluate Buy Bond Advocate
1 3
7 8
9 102
5
4 6
32. 31
“The goal is to
become HBO
faster than HBO
can become us.”
Ted Sarandos, Chief Content
Officer, Netflix
33. 32
Learn from
disruptors.
- GE FastWorks based on The Lean
Start-Up method.
- 40,000 employees trained in its
principles.
- The “next Six Sigma”.
34. 33
Learn from
disruptors.
- Coca-Cola’s 70:20:10.
- Growing culture of risk-taking
and innovation beginning in
marketing.
- Coke Founders Programme:
serial-entrepreneurs let loose
inside the company.
37. “It is the individual,
operating at the
peak of his or her
powers, who will
revive our
organizations, by
reinventing both
self and them.”
Warren Bennis, Leadership
studies pioneer and professor at
USC
39. 38
Strategy &
culture.
- TUI Travel PLC response to
online travel disruption.
- Strategy - vertical integration
and own the whole customer
experience.
- Digital investment - new
platforms.
- Simultaneous people strategy to
build digital leaders and
literacy.
Digital mindset
40. 39
“Broken UX means
a broken brand.”
Alun Williams, European
Head of Digital at TUI Travel.