Uploaded byLuisella Giani
Digital Transformation for Manufacturing
The document discusses myths and realities surrounding digital transformation in businesses, emphasizing the importance of focusing on customer experience rather than solely on technology. It highlights the challenges organizations face in executing digital strategies and stresses the need for integrated approaches and cross-department collaboration. Additionally, it touches on the impact of content marketing and data utilization in improving customer relationships and driving innovation.
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Digital Transformation for Manufacturing
- 1. Digital Transformation Focus onbusiness processess that can be digitised THE BUSINESS STRATEGY CONFERENCE @luisella Hannover, Feb13th – 15th 2017
- 2. #1 MYTH You musthave a Digital Strategy. @luisella Hannover, Feb13th – 15th 2017
- 3. Having a DigitalStrategy will soon look as ridicolous as having an electricity strategy “ ”K. Boicott! @luisella Hannover, Feb13th – 15th 2017
- 4. #2 MYTH You mustinnovate like a lean start-up, @luisella Hannover, Feb13th – 15th 2017
- 5. Years from fundingto 1$ billion valuation 98 24 8 3 1 @luisella Hannover, Feb13th – 15th 2017 Source HBR
- 6. Based on VentureCapitalism, global by scale, digital by default Start-ups play a totally different game @luisella Hannover, Feb13th – 15th 2017
- 7. Innovation success rate @luisellaHannover, Feb13th – 15th 2017 0.002 %START-UPS INNOVATION SUCCESS RATE 12.5 %CORPORATIONS INNOVATION SUCCESS RATE Source HBR
- 8. #3 MYTH You mustadopt the latest and most innovative technology. @luisella Hannover, Feb13th – 15th 2017
- 9. Technology changes so rapidly… Iscompetitive 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 SERVICETRANSFORMATION partly enabled and required by digital and technology. CUSTOMER EXPERIENCE SERVICEPRODUCT Transformation, not Disruption @luisella Hannover, Feb13th – 15th 2017
- 11. MANUFACTURER RESELLER ONLINE/OFFLINECONSUMER 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 istoday’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… TraditionalConsumer Journey @luisella Hannover, Feb13th – 15th 2017
- 15. STORYTELLING doesn’t meantelling 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 withMarketing 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 barrierto 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. Notknowing 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 NOTDEDICATED 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 COTENTMARKETING 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 areboring. @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 Marketingreshaped 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) dataare only for Facebook, Google or for content providers. @luisella Hannover, Feb13th – 15th 2017
- 29. Data to betterunderstand 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 DigitalAND 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
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