customer driven digital transformation

Customer Driven Digital Transformation

@chudders

88% of companies report they are undergoing digital transformationALTIMETER GROUP

@chudders

84% of companies fail at transformationFORBES

@chudders

@chudders

A good understanding

of your customer

Best chances of transformation

success=

cxpartners is an experience design consultancy that transforms the organisations it works with through a deep understanding of people.

@chudders

@chudders

What is digital transformation?

@chudders

@chudders

It depends who you ask!

@chudders

Digital transformation is profound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience.BIZNOLOGY.COM

@chudders

Digital transformation is not new

@chudders credit : amazon.com

@chudders

eLearning

Why do companies fail to transform?

@chudders

70% of transformation programmes failMcKINSEY & COMPANY

84% of companies fail at transformationFORBES

2/3 of digital transformation projects failCONSULTANCY.UK

9/10 digital transformation projects will fail DIGITALJOURNAL.COM

@chudders

Lack of strategy & direction

@chudders

@chudders

WHY

HOW

WHAT

All the great inspirational leaders in the world think, act and communicate in exactly the same way, they communicate from the inside out…

What is your why?!

WHY : Your cause, purpose or belief

‘How great leaders inspire action’ - 34,726,228 views

‘The Golden Circle’ by Simon Sinek

Change fatigue

@chudders

Cultural inertia to change

@chudders

Transformation treated as a short term project

@chudders

@chudders

How can your customers help shape your transformation?

@chudders

The five domains of digital transformation

COMPETITIONCUSTOMERS VALUE DATA INNOVATION

Harness customer networks and reinvent the path to purchase in line with their real behaviours.

Customers have never been stronger influencers

@chudders

@chudders

Understand your customer

Make useful things that actually solve their problems

So you can

Here’s a really complicated strategy

@chudders

We believe that if we do X then Y will happen.

So what is the minimum we need to do to find out?

No one really knows what is going to happen.

Hypothesis

Learning Learning

MVP/ experimental approach

Requirements

Requirement led approach

Your customers can help you to experiment

@chudders

20,000 Additional site

visitors per month

80% cases solved to date

¤1.8m compensation claims to date

cxpartners have done wonderful work that has touched the core of the companyHEAD OF UX

@chudders

Here’s an idea…6 steps to customer driven digital transformation

@chudders

WHY

HOW

WHAT

1. Decide on your mission and purpose

2. Map out the user experience

An experience map shows your customers’ experience with

your company from end-to-end. It highlights pain points

and opportunities for improvement. It compares your

offering against your competitors. It provides a framework of

customer insight from which to drive innovative and

performance-enhancing change.

How ? Speak to people !The only people who can help you to develop leading products and services are those who experience them.

@chudders

Where is the journey broken for customers?

What are people trying to do?

How to people’s emotions change along the journey?

Where are the competition beating us?

Where are the key moments in the journey?

3. Identify the key problem areas to fix

Where are our business processes broken?

BETA 1.0 2.0Online photo

management and sharing

Share, organise and express yourself through photos

A brand for visual expression and exploration

NEW FEATURES

Upload Store View Tag

Share Contacts

Interestingness Organiser

Geo-tagging Order prints

Blog integration Mobile app

Events Travel groups

Local

Free accounts Premium accounts

Printing Advertising

Partnerships Licensing fees

Granular Focus

Clear Scope

Can be spec’d

In-flexible

Wider Focus

Can be story-boarded

Loose Scope

Some Flexibility Flexible

High Level

Broad Scope

User needs

can be described

NOW NEXT FUTURE

4. Create roadmap to prioritise work & guide transformation

With a clear view of customer needs, you can start to build a

roadmap that helps to answer questions such as:

What delivers value to customers, value to the business and

fits with the technical and operational capability?

How do you move services from ‘set the direction’ to ‘build

capability’ to ‘deliver at scale’?

5. Transform ‘little and often’

We believe that if we do X then Y will happen.

So what is the minimum we need to do to find out?

Hypothesis

No one really knows what is going to happen.

Learning via

customer research

Learning via

customer research

@chudders

6. Adopt an experimental mindset and make stuff quickly!

@chudders

41 2 3

Discover Alpha Beta LiveLearn about user and business needs and understand constraints.

Prototyping an early solution with a small group of users.

Build a version of the service that can be tested with a wider group of users.

Iterating on the live service based on further testing and data.

Build the right thing Build the thing right

Thank you !

@chudders