The document discusses how the meaning of the term "digital" has evolved over time from referring primarily to IT to encompassing all customer experiences. It suggests that organizations today focus too much on "digital" and lose sight of the overall customer experience. To improve, companies should define the brand experience, map customer journeys, create cross-functional teams, and allow "digital" to fade into the background in favor of optimizing experiences.

1. The word “digital”
is hurting your results
Learn to stop using it
Jen Travis
Slalom

2. Digital
https://en.wiktionary.org/wiki/digital
digital (not comparable)
1. Having to do with digits (fingers or toes); performed with a finger.
2. Property of representing values as discrete, usually binary, numbers rather than a
continuous spectrum.
• digital computer; digital clock
3. Of or relating to computers or the Information Age.
• Digital payment systems are replacing cash transactions.

3. Digital
https://en.wiktionary.org/wiki/digital
Wikipedia entries
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4. In the Beginning:
Digital = IT

5. Early 1990’s Org Chart
Marketing
Packaging Advertising Public Relations
IT
Network
Administration
Website

6. Late 1990’s:
Digital =
Commerce

7. Late 1990’s Org Chart
Marketing
Brand Product Public Relations
IT
(Engineering)
Network
Administration
Website Business Logic

8. Mid 2000’s:
Digital = New
Channels

9. Mid 2000’s Org Chart
Marketing
Traditional Marketing Digital Marketing
IT
(Developers & Admins)
Network
Administration
Website Applications
Public
Relation
Offline
Advertising
SEO
Social
Media

10. iPhone Era:
Digital = Experience

11. What “digital” means today
And, how we can lose the word for good.

12. Digital = Everything and Nothing

13. A digital focus
blocks our
line of sight
Quote from actual mobile app review for hotel app:
“This is a royal pain. I am not sure it
is worth the mobile check in if I have
to visit the front desk later in the
week to get my key re-instated.”

14. Today’s Org Chart
Digital
Everything
Else
Design
Marketing Development
Sales
Customer Service Billing
Facilities
Amazing
Customer
Experience

15. Today -
Forward
2010+
Early
2000’s
Late
1990’s
IT
Marketing IT
Chief
Digital
Officer
Chief
Marketing
Officer
Chief
Customer
Experience
Officer
Marketing
The Evolution of the Org
to Support Digital

16. Search Book Plan Check-in Stay Checkout
Marketing / IT Sales
Marketing /
Sales
Frontline Staff
Product /
Housekeeping
Frontline Staff
Email
Advertising
Website
Website
IVR / Phone
Mobile App
Email
Website
Mobile App
Front Desk
Bell Desk
Bed, amenities,
pillows
Cleanliness
Service
Mobile App
Front Desk
Customer Journey Map
Customer Concerns
What’s the best
deal?
What hotel has
everything I
need?
How easy is it
to book?
How will I know
if it’s a good
deal?
What can we
do nearby?
What does the
hotel offer?
How long will
this take?
Will my room
be ready?
Does the room
have everything
I need?
Is it clean and
will they wake
me up?
Can I check out
late?
Is it a hassle to
get my bill?

17. Amazing
Customer
Experience
Sales
Product
IT
Customer
Support
Marketing
Tomorrow’s
Team-Based
Approach

18. Cutting the Cord
1. Define the overall brand experience
2. Map out critical customer journeys
3. Create cross-functional journey teams
4. Let “digital” fade into the background