The document outlines a webinar on digital transformation by AIIM, highlighting six criteria for measuring a company's readiness for future success. Key topics include the strategic use of digital content, the importance of customer experience management, and the integration of information governance into business models. Recommendations emphasize the need for comprehensive change management and the alignment of technology with customer engagement strategies.

1. Underwri(en by: Presented by:
#AIIM Informa(on Is Your Most Important Asset.
Learn the Skills to Manage It
Where Are You on your Digital
Transforma(on Journey?
6 Criteria to Measure your Company’s
Readiness for Future Success
Presented November 16, 2016
Where Are You on Your Digital Transforma(on Journey?
6 Criteria to Measure Your Company’s Readiness for
Future Success
An AIIM Webinar presented November 16, 2016

2. Underwri(en by: Presented by:
Connie Moore
Senior Vice President
Digital Clarity Group
Patrick McGrath
Director, Digital Transforma(on
Dell EMC
Enterprise Content Division
Host: Theresa Resek
Director
AIIM
Today’s Speakers

3. Underwri(en by: Presented by:
Agenda
§ What is Digital TransformaFon
§ 6 Readiness Criteria
§ RecommendaFons – Where to Go from Here?

4. Underwri(en by: Presented by:
What is Digital Transforma(on?
Digital Transforma(on is the strategic use of
digital content, technologies, and pracFces to
transform how insFtuFons connect with and
engage their customers and prospects.
(Digital Clarity Group)

5. Underwri(en by: Presented by:
Drivers of Disrup(on
Source: MIT Sloan / CAP Gemini –
Digital Transforma6on: A roadmap for billion-dollar organiza6ons
Plus…
• Regulatory and
Compliance
• Consumeriza(on
• Technology
Advances

6. Underwri(en by: Presented by:

7. Underwri(en by: Presented by:
Source: MIT Sloane / CapGemini - Embracing Digital Technology
Digital Works!

8. Underwri(en by: Presented by:

9. Underwri(en by: Presented by:
Customer
Delivery/Ops
Offering

10. Underwri(en by: Presented by:
1 – Leadership and Culture
Who Owns Digital Transforma(on?
CxO
• Seamless experiences
• Consistent channels
• New engagement
CEO
• New business models
• Outside-in processes
• Be(er innovaFon approaches
• Leveraged human capital
• Technology infused products
• Renewed excellence

11. Underwri(en by: Presented by:
IT Usually Takes the Lead on SoYware Purchases
Base: 202 Note: respondents could select mul6ple choices
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Senior execu(ve in finance
Senior execu(ve in legal/compliance
Board of directors
Senior execu(ve for procurement
Senior execu(ve for marke(ng
CEO
Senior execu(ve for Customer
Senior execu(ve (SVP, COO, President)
Senior execu(ve for IT
Enterprise ($1B+) SMB ($500M-$1B)
IT dominates
CX execs becoming a
reality
Marke6ng <10%

12. Underwri(en by: Presented by:
High
IT’s CEM Maturity High Low
Business’
CEM
Maturity
2 – Transforma(on Journey
Mimic
Unfocused
Distracted
Speedy
Nimble
Agile
Vulnerable
Powerful
Focused
Strong
Methodical
Plodding
Powerful
CollaboraFve
Fierce
Hunters

13. Underwri(en by: Presented by:
3 – Customer Focus
§ Customer Experience (CX) is the totality of a
customer’s interacFon with an insFtuFon, both
online and offline.
§ Customer Experience Management (CEM) is a
business pracFce comprising the strategies,
processes, skills, and technologies to ensure posiFve
and outstanding customer experiences.

14. Underwri(en by: Presented by:
5 Common Paberns with Customer Experience
§ Now!
§ Convenience
§ Engagement
§ Personaliza(on
§ Trust

15. Underwri(en by: Presented by:
10 Core Competencies for
Customer Experience Management

16. Underwri(en by: Presented by:
The Digital Transforma(on Journey is
Both Outside and Inside

17. Underwri(en by: Presented by:
A Great Digital Outside Doesn’t Transform the
Inside
17

18. Underwri(en by: Presented by: 18
A Great Digital Inside Doesn’t Transform the CX

19. Underwri(en by: Presented by:
Digital Transforma(on =
Seamless, Customer-driven, Inside/Outside

20. Underwri(en by: Presented by:
4 – Workforce / WorkSource
§ Workforce
§ Internal (employees)
§ External (contractors, partners, crowds)
§ DX focuses on
§ Knowledge and Skills
§ ProducFvity and InteracFons
§ Teams and OrganizaFon
§ Flexibility and Agility
§ Visibility, Marketplaces, and AcquisiFon
§ RelaFonships and Trust

21. Underwri(en by: Presented by:
5 – Informa(on and Governance
§ InformaFon
§ InformaFon treated as a core organizaFonal asset
§ ExtracFng and developing value and uFlity of informaFon relaFve to all aspects of
the business model
§ DX focuses on
§ Understanding and the value of informaFon
§ IntegraFon across organizaFon and ecosystem
§ Monitoring, predicFon, prescripFon, and learning/adaptaFon
§ Flexibility and agility
§ InformaFon Governance and trust

22. Underwri(en by: Presented by:
6 – Digital Business Plahorm
§ Digital Business Plalorm
§ Technological capabiliFes that support innovaFon at the business-model level
§ DX focuses on
§ TradiFonal IT Systems
§ Cloud, Mobility, Social, AnalyFcs
§ ConnecFvity, interoperability, and IntegraFon
with systems and services
§ DigiFzaFon, automaFon, intelligence, and
adaptaFon
§ Ecosystems – marketplaces, services,
customers, communiFes
§ Security and trust Source: Gartner

23. Underwri(en by: Presented by:
Accident
Mobile/
Apps
ECM BPM
CORE
Search Collaborate
Capture Govern
Integrated
Capabili(es
EDGE
Discovery Distribute
AnalyFcs
Structured Unstructured
Machine
Learning
Cloud BI
Streaming
Data
IoT
Content Push FSS
Mobile
MarkeFng
Enrich
ClassificaFon Info Tagging
Context
VPA
Third
Party
Hi Siri…. New Trip
Set Destination
Calculate:
Distance
Road Conditions
Time of day Traffic
Weather
Driver History
Cost of Vehicle
Verify Registration
Vehicle Mileage
Latest Offer
Coffee?
Hotel?

24. Underwri(en by: Presented by:
Connie’s Recommenda(ons
§ Don’t confuse technology with a customer experience management
strategy
§ Don’t let markeFng lead CX iniFaFves unless it is the stakeholder;
take a C-suite approach
§ Recognize that digital transformaFon may require 3-5 years and be
willing to invest in it
§ Do not overlook culture and change management

25. Underwri(en by: Presented by:
• Digital Maturity Assessment and Plan
• Business Model Canvas
• Customer Journey Map
• Benefit Dependency Network
• … then Architecture
q InformaFon
q Technology
q Process and OperaFons
• AGILE
• Get Help!
Patrick’s Recommenda(ons

26. Thank you!
Connie Moore
Senior Vice President for Research
cmoore@digitalclaritygroup.com
@cmooreclarity | @just_clarity
26 Digital Clarity Group

27. Underwri(en by: Presented by:
… and THANKS from Dell EMC
Contact: Patrick McGrath
Dell EMC, Enterprise Content Division
§ patrick.mcgrath@dell.com
§ @patrickiest
Addi(onal Resources
§ Dell EMC / CEB TowerGroup Fin Serv Webinar Access Replay here
§ ECD Digital Assessment Access here
§ Go Big with Digital TransformaFon eBook eBook

28. Underwri(en by: Presented by:
AIIM is the Community for
Informa(on Professionals
AIIM believes that informa(on is
your most important asset.
Learn the skills to manage it.
Our mission is to improve organizaFonal
performance by empowering a
community of leaders commi(ed to
informaFon-driven innovaFon.
Learn more at www.aiim.org