5 steps to define digital transformation requirements

Compe&ng for The Digital Future Kick Start Your Digital Strategy and Transforma&on Program

5 Steps to Define Digital Transforma4on Requirements Compe4ng for the Digital Future | Leadership Program


Successful transforma4on aligns your company on what maBers most

The digital future’s highest value markets, customers, capabili&es, and opportuni&es

GeCng there is a process that includes: 1.  Iden4fying high value customer outcomes 2.  Profiling industry value chains, processes, and jobs 3.  Ac4vely par4cipa4ng in digital visionaries strategies 4.  Defining and developing a digitally enabled customer journey

5.  Digitally re-‐visioning and re-‐aligning your products, marke4ng, and opera4ons


Developing Digital Transforma4on Requirements What will create value for your visionary customers in the digitally transformed future?

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Addi4onal Resources Click below for free slide decks, blogs and videos from our Digital Leadership Program

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Online training, materials, and tools based on a powerful strategic framework drama&cally reduce the &me you need to organize, present and get buy in for your program

Free 50+ ques&on discussion guide excerpted from our leadership program

http://www.creatinginsanelygreat.com/competing-for-the-digital-future/an-introduction-to-digital-strategy-and-transformation/


Successful Transforma4on Requirements An&cipate change driven by digital innova&on and what visionary customers will value

•  Digital innova&on –  An ongoing and accelera4ng process –  Con4nually changing what customers value and how that value is created

•  Digital transforma&on must:

–  Enable your company to look far beyond the status quo

–  Build capabili4es to proac4vely address opportuni4es and risks created by digital innova4on •  Transforma&on requirements

–  An4cipate how digital innova4on will change what customers value

–  Focus your company on inves4ng in things that will create future value

–  Guide your company in leSng go of things that won’t create future value

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1. Iden4fy high value customer outcomes Successful transforma&on requirements an&cipate what visionary customers will value

Iden&fying high value customer outcomes “Business outcomes that create transforma&onal value for customers and growth for you.

•  What drives their business?

–  What value do they create – what experiences do they deliver?

–  What jobs, processes, products, and services support the crea4on of that value?

–  Which of those create the greatest most differen4a4ng value for their customers and them?

–  What are the greatest costs, 4me requirements, frustra4ons, risks within those?

–  How are outcomes and the cost and other elements for each of those measured?

–  How could emerging digital technology and ecosystems be architected to deliver transforma4ve value to those?

–  If that were accomplished which areas would drive the growth and value for your customer?

–  In which of those does your company create the greatest value?

–  How could you digitally re-‐vision your products, services, marke4ng, and opera4ons contribute to those?

–  Which of those would drive the greatest growth in terms of revenue, differen4a4on and customer value?

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2. Profiling industry value chains, processes, and jobs Emerging technology and ecosystems transform industry value chains

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new Industry Value Chains

How Jobs Are Done


2. Profiling industry value chains, processes, and jobs Industry value chains are re-‐engineered as the market re-‐defines what’s valuable

•  Vision, technology, business models, and visionary customer adop&on reshape industry value chains

–  Redefine enabling products, services and business models and the companies that provide them

–  Reshape what jobs need to be done, how those are done, the processes those are a part of –  Reshape what the market defines as valuable

–  Those reshape the industry value chains that you and your customers are a part of

•  Your digital transforma&on strategy has to include

–  The ability to proac4vely understand, track and an4cipate the impact and changes to value chains

–  Development of con4nually updated scenarios about how these market drivers will impact industry value chains and the opportuni4es those scenarios create to deliver new transforma4onal value

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3. Ac4vely Par4cipate in Digital Visionaries Strategies Customers, Partners, Influencers that are proac&vely shaping the digital future

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3. Ac4vely Par4cipate in Digital Visionaries Strategies Visionary Customers, Partners, and Influencers

•  Visionary customers, partners, and influencers

–  Deeply engaged in understanding emerging technologies and the ecosystems they are part of

–  Ac4vely crea4ng breakthrough products and services

–  Improving process effec4veness and market performance

–  Implemen4ng more effec4ve, higher-‐value business models

•  They are catalysts for the ecosystems of technology, people and organiza&ons that are shaping the future

–  If you aren’t already engaged with them, you need to be

–  They are instrumental in shaping opportuni4es, requirements and threats and industry value chains

•  Ac&ve par&cipa&on in the the visioning, crea&on, valida&on, and refinement of their strategies gives you a huge edge

–  Par4cipa4on can include everything from exploratory conversa4ons to joint investment

–  Help you set strategic and transforma4onal priori4es

–  Understand what will create future value and growth as the market follows their lead

–  Enables you to preemp4vely act on emerging opportuni4es

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4. Define and Develop a Digitally Enabled Customer Journey Using technology to facilitate higher value outcomes and experiences

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4. Define and Develop a Digitally Enabled Customer Journey How will digitally re-‐engineered value chains, business models, products, marke&ng, and opera&onal systems change your customers requirements and what is valuable to them as they explore, acquire, deploy, and use new products and services?

•  Defining the customer journey

–  What processes, informa4on, and interac4ons will customers go through to iden4fy, acquire, deploy, manage, and maintain the products and services, data, informa4on and the rela4onships that enable them to achieve high value outcomes?

•  Who within the customer is involved at what stage?

–  What do they need at each stage?

•  What role do your current customer engagement, product capabili&es, and opera&onal processes play?

•  How will market changes driven by digital innova&on change customer expecta&ons and requirements

–  What are your current strengths and weaknesses in terms of crea4ng, suppor4ng and building high value customer rela4onships

–  What transforma4ve / differen4a4ng value would emerging technology, digital ecosystems, and industry value chain partners enable you to bring to your customer journey?

•  What insight will help you see new opportuni&es and where you are vulnerable?

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5. Digitally re-‐vision and re-‐align your products, marke4ng, and opera4ons

Increased speed, performance, ease of use, interoperability, data/analy&cs

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5. Digitally re-‐vision and re-‐align your products, marke4ng, and opera4ons

Defining transforma&onal requirements for products, marke&ng, and opera&onal systems

•  Align requirements against high growth customer segments and high value outcomes –  Bring together the insight and requirements from the work done on high value customer outcomes, emerging

technologies industry value chains, visionary digital strategies and the customer journey

•  Iden&fy opportuni&es to create transforma&onal value –  improve speed, performance, and user experience –  Integrate data, jobs, processes, and industry value chains in new ways –  Add intelligence and connec4vity to products and devices –  Leverage ecosystems and the data of the digitally enabled processes and systems within them –  Contextually personalize products, informa4on, services and experiences for the specific customer

•  Iden&fy and priori&ze current strengths, weaknesses, opportuni&es, and threats –  Review the vision you created above for a digitally transformed future –  Review and priori4ze strengths, weaknesses, opportuni4es and threats against that –  Define and priori4ze transforma4onal requirements for the product, marke4ng, and opera4onal –  Integrate a align those with requirements expressed by internal stakeholders –  You now have a good first cut at the requirements for your digital transforma4on program.

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Addi4onal Resources Click below for free slide decks, blogs and videos from our Digital Leadership Program

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Online training, materials, and tools based on a powerful strategic framework drama&cally reduce the &me you need to organize, present and get buy in for your program

Free 50+ ques&on discussion guide excerpted from our leadership program

http://www.creatinginsanelygreat.com/competing-for-the-digital-future/an-introduction-to-digital-strategy-and-transformation/


[email protected] Mike Connor

Principal, Spice Catalyst Director, Customer Value Crea&on Interna&onal (CVCI) Author: •  Crea4ng Insanely Great Customers •  Compe4ng for the Digital Future

A Leadership Program in Digital Strategy and Transforma4on

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5 steps to define digital transformation requirements

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