20161018_capventis_digital_transformation_john glennane
TRANSCRIPT
Digital Transformation 2
Some Things Have Changed From CRM to CX to Digital
1980s 1990s 2000s 2010s
Empowered Customers
Digital is Humanised
Knowledge Everywhere
Internet of Things
Mobile as Primary Channel
Cross-Channel Service
WHAT’S NEXT
Channels, Devices, Technologies…
….Behaviours
Digital Transformation 3
Customer Experience in the ‘Digital Age’ Be ready or die!
Face to Face
Phone
Chat
Letter
Knowledge Base
SMS
Social Media
Channel Engagement
Product
Launch
Oct Nov Dec Jun Jul Aug Sep
Phone
Knowledge Base
Social Media
Without Self Service?
1,000 %
Digital Transformation 5
Digital Economy Evolving behaviours and rising expectations
Work, Play, Reach, Connect, Interact, Transact
Search, Retrieve, Compare, Influence, Decide, Use
Easy, Quick, Instant, Satisfied
Push, Post, Collaborate, Share, Learn, Feedback
Digital Transformation 6
Perfect World From CRM to CX to Digital
The sum of all experiences a consumer has with a supplier of goods
or services, over the duration of their relationship with that supplier
Digital Transformation 8
Fears & Opportunities
“People come to our website, look at our products,
only to go elsewhere and buy” Insurance Company
“It would be great if the 95% of normal customers and
processes could be self-served, so we can focus on the 5%
of customers really needing our attention” Local Government
“We can’t compete on price, therefore we need to
differentiate in some other way” Large Retailer
“It’s too easy for newer, lower cost entrants
to surface and take us out” Established 100 year old Business
Digital Transformation 9
Frustrations Everybody is Frustrated
“The Customer
Doesn’t Understand
Our Products”
“The Retailer
Doesn’t Understand
Our Products”
Forward Logistics to
Merchandise to
Buy / Sell to
Reverse Logistics
From Cradle to Grave
Digital Transformation 10
Facilitating Undesirable Outcomes 3% to 4% of Revenue… Gone!
Returns
8.6% Average
Up to 15% for ‘Best
Experienced in Person’
>35% Gifts
Increasing with eCommerce
Need Research Select Buy Receive Use Maintain Reco-
mmend Return
Different Reasons
Damaged
Unwanted
Counterfeit
Spoiled
Wrong
Wear Out Outmoded
Mis-Aligned
Try On
Not Fit for
Purpose
Not
Understood
Incorrect
Usage
Digital Transformation 12
How to Turn Customers into Advocates
“Customers admire the beloved companies for how they
are treated, not for how they are handled ”
Digital Transformation 17
True Alignment Focusing in the right place, delivering the desired outcome
Digital Transformation 19
Value for Us : Value for Them : Value for Us The Business Perspective
An Old Quote, Still Relevant Today “We create value for the business by increasing the value of the customer base.
That means we’re going to use information about our market and customers to make them
more valuable to us, and we do that by making our business more valuable to them,”
(Reference Martha Rogers, Peppers & Rogers… about 20 years ago)
Action Insight
Driving & Delivering Value in a Digital World
Digital Transformation 20
Know and Do
Customers from their perspective
Customers from company perspective
Company from internal perspective
Company from customers perspective
Digital Transformation 21
Where to Start
High Performing Businesses…
“Focus on the outcome
and then work back to the solution”
Accenture (2014)
Poor Performing Businesses…
“Start with analysing what they have
and work forward from there”
Digital Transformation 22
So, What is Digital Transformation? Industry Leader Views
Digital Transformation
STRUCTURE
Business & Customer Insights
Tailored and Enriched Experiences
User Centric Design
New Business Models
INTERACTIONS
OPERATIONS Workforce Productivity
Digitised Processes
Digital Transformation 24
Good Approach
Good
Design
Good
Delivery Poor
Solution
Design
Solution Delivery Better Worse
Better
Worse
CapricornVentis
Value Value
Well Aligned
Business &
Technology
Solution
BLU
EP
RIN
T
IMPLEMENTATION
Digital Transformation 25
To the Right Answer and Solution
“Consensus is
the Best Method to Achieve our Goals”
Wikipedia
Digital Transformation 26
Demystify
“Nothing is Particularly Hard if
you Break it Down into Small Jobs”
Henry Ford (1863 to 1947)
Digital Transformation 29
Why do Journey Mapping “The Four Eyes”
Insight
Impact
Issues / Opportunities
Innovate
Digital Transformation 32
With the Customer View Understood…
… Incorporate into the
Overall Solution for the Company
and the Strategy…
Digital Transformation 33
Blueprint for Digital Multiple Pillars - One Integrated Model
Players (Organisations
& People)
Technology (Applications
Systems
Repositories)
Measure (Calculation)
Procedure (Context Specific)
Outcome (Business Goals
& Objectives)
Process (Core / Common
Model)
Information (Data / Content /
Knowledge)
Value
Grow
Profit
Modernise
Reach
Diversity
Cut Cost
Streamline
Efficient
Digital
Case
Content
Channels
Mobile
Cloud
Applications
Platforms
Hosted
Foundation
ERP/CRM
Operating in the Digital World...
…Winning
Customers
Organisations
People
Stakeholders
Partners
Advocates
Agents
Suppliers
Information
Data
Knowledge
Content
Analysis
Integration
Insight
Desired Outcome
Doing
…to Deliver the
Desired Business Outcomes
Performance
Measures
KPIs
Action
Digital Transformation 34
Players (Organisations
& People)
Technology (Applications
Systems
Repositories)
Measure (Calculation)
Procedure (Context Specific)
Outcome (Business Goals
& Objectives)
Process (Core / Common
Model)
Information (Data / Content /
Knowledge)
Players (Organisations
& People)
Process (Core / Common
Model)
Outside Vs Inside Outside doing its own thing
Market Sell Serve Create
Company
Customer
Research Decide Buy Need Use Advocate
Digital Transformation 35
Players (Organisations
& People)
Technology (Applications
Systems
Repositories)
Measure (Calculation)
Procedure (Context Specific)
Outcome (Business Goals
& Objectives)
Process (Core / Common
Model)
Information (Data / Content /
Knowledge)
Players (Organisations
& People)
Process (Core / Common
Model)
Complete Solution Recognises all the processes
Market
Sell Serve
Create
Research Decide
Buy
Need Use Advocate
Measure
Monitor
Company
Customer
Digital Transformation 36
Programme Establish foundation quickly, then evolve incrementally
Align
Technology
Define
Business
Change
Plan
Programme
Review,
Confirm &
Prioritise
Articulate
the
Blueprint
Define
Vision &
Direction
Foundation
Review
Intent Set Substance Consensus
BLUEPRINT
SoW
Articulate & Agree Architect Solution Prioritised Delivery
Project Incremental