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Customer Driven Digital Transformation
The document discusses the challenges and strategies related to customer-driven digital transformation, noting that a significant percentage of companies fail in their transformation initiatives due to lack of strategy and cultural inertia. It outlines a six-step process for successful transformation, including defining mission, mapping user experience, identifying problems, creating a roadmap, transforming incrementally, and adopting an experimental mindset. Ultimately, it emphasizes the importance of understanding customer needs and engaging them in the transformation process.
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Customer Driven Digital Transformation
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- 2. 88% of companiesreport they are undergoing digital transformation ALTIMETER GROUP @chudders
- 3. 84% of companiesfail at transformation FORBES @chudders
- 4. @chudders A good understanding of your customer Bestchances of transformation success =
- 5. cxpartners is anexperience design consultancy that transforms the organisations it works with through a deep understanding of people. @chudders
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- 8. @chudders It depends whoyou ask!
- 9. @chudders Digital transformation isprofound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience. BIZNOLOGY.COM
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- 11. @chudders credit :amazon.com
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- 13. Why do companiesfail to transform? @chudders
- 14. 70% of transformation programmesfail McKINSEY & COMPANY 84% of companies fail at transformation FORBES 2/3 of digital transformation projects fail CONSULTANCY.UK 9/10 digital transformation projects will fail DIGITALJOURNAL.COM @chudders
- 15. Lack of strategy& direction @chudders
- 16. @chudders WHY HOW WHAT All the greatinspirational leaders in the world think, act and communicate in exactly the same way, they communicate from the inside out… What is your why?! WHY : Your cause, purpose or belief ‘How great leaders inspire action’ - 34,726,228 views ‘The Golden Circle’ by Simon Sinek
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- 18. Cultural inertia tochange @chudders
- 19. Transformation treated as ashort term project @chudders
- 20. @chudders How can your customershelp shape your transformation?
- 21. @chudders The five domainsof digital transformation COMPETITIONCUSTOMERS VALUE DATA INNOVATION Harness customer networks and reinvent the path to purchase in line with their real behaviours.
- 22. Customers have never beenstronger influencers @chudders
- 23. @chudders Understand your customer Makeuseful things that actually solve their problems So you can Here’s a really complicated strategy
- 24. @chudders We believe thatif we do X then Y will happen. So what is the minimum we need to do to find out? No one really knows what is going to happen. Hypothesis Learning Learning MVP/ experimental approach Requirements Requirement led approach Your customers can help you to experiment
- 25. @chudders 20,000 Additional site visitors permonth 80% cases solved to date ¤1.8m compensation claims to date cxpartners have done wonderful work that has touched the core of the company HEAD OF UX
- 26. @chudders Here’s an idea …6steps to customer driven digital transformation
- 27. @chudders WHY HOW WHAT 1. Decide onyour mission and purpose
- 28. 2. Map outthe user experience An experience map shows your customers’ experience with your company from end-to-end. It highlights pain points and opportunities for improvement. It compares your offering against your competitors. It provides a framework of customer insight from which to drive innovative and performance-enhancing change.
- 29. How ? Speakto people ! The only people who can help you to develop leading products and services are those who experience them.
- 30. @chudders Where is thejourney broken for customers? What are people trying to do? How to people’s emotions change along the journey? Where are the competition beating us? Where are the key moments in the journey? 3. Identify the key problem areas to fix Where are our business processes broken?
- 31. BETA 1.0 2.0 Onlinephoto management and sharing Share, organise and express yourself through photos A brand for visual expression and exploration NEW FEATURES Upload Store View Tag Share Contacts Interestingness Organiser Geo-tagging Order prints Blog integration Mobile app Events Travel groups Local Free accounts Premium accounts Printing Advertising Partnerships Licensing fees Granular Focus Clear Scope Can be spec’d In- flexible Wider Focus Can be story- boarded Loose Scope Some Flexibility Flexible High Level Broad Scope User needs can be described NOW NEXT FUTURE 4. Create roadmap to prioritise work & guide transformation With a clear view of customer needs, you can start to build a roadmap that helps to answer questions such as: What delivers value to customers, value to the business and fits with the technical and operational capability? How do you move services from ‘set the direction’ to ‘build capability’ to ‘deliver at scale’?
- 32. 5. Transform ‘littleand often’ We believe that if we do X then Y will happen. So what is the minimum we need to do to find out? Hypothesis No one really knows what is going to happen. Learning via customer research Learning via customer research @chudders
- 33. 6. Adopt anexperimental mindset and make stuff quickly! @chudders 41 2 3 Discover Alpha Beta Live Learn about user and business needs and understand constraints. Prototyping an early solution with a small group of users. Build a version of the service that can be tested with a wider group of users. Iterating on the live service based on further testing and data. Build the right thing Build the thing right
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