digital transformation - play along or die

© Copyright 2015 Digital Leadership GmbH! 1!

Services & Consulting for

Digital Leadership

© Copyright 2015 Digital Leadership GmbH!

Digital Transformation – Play along or perish!

Mons, 26th of February 2015, Stefan F. Dieffenbacher"

[email protected]!www.digital-leadership.net!

digital-business-reimagined.com!/sfdieffenbacher and /leading_digital!

DigitalLeadership!stefanfdieffenbacher!

dieffenb!StefanF_Dieffenbacher!

A keynote at the Pixelfestival in Mons, Belgium.!


Part 1: The world is changing...!


Digital Leadership


The Ivy League of Music!G LO B A L YO U T U B E E V E R W I N N E R!

Gangnam Style !2,249 billion views!

S E CO N D!Justin Bieber – Baby !1,139 billion views!

T H I R D!Katy Perry Dark Horse!

828 million views!


Can you remember the world’s largest company in 1997?!


Nokia!

© Copyright 2015 Digital Leadership GmbH! 18!The new Apple headquarter.!

The new leader: Apple.!

© Copyright 2015 Digital Leadership GmbH! 19!*December 2014.!

The new leader: Apple.!

Apple has almost twice as much as money as the US Government: !

US-$ 160 billion*.!


The digital transformation has killed a whole series of industries!


And the digital transformation has just started : the next generation !is online only.!

Digital Leadership © Copyright 2015 Digital Leadership GmbH!

This group has grown up with the Internet. !

Average annual househould income by age (2011)!


This group has grown up with the Internet. !

Average annual househould income by age (2011)!

80% of the purchases above €100.- are being researched online.!


Why does their world look so bleak?!!

One thought:!


!

Customer Relationship =

Business & Profit!


!

Customer Relationship Customer Interaction

= Business & Profit!


!



Digital Leadership



Digital Leadership

Part 2: The appetit for innovations was never larger!


!

Innovation!!Lately, there was a lot of talk on!


!

Innovation?!But what is!


2001! 2007!


So where did Apple innovate?!


1. Innovation in business model design. Examples: !!  Value Proposition, creation & delivery!

!  Product- & serviceportfolio!

!  Ecosystems!

!  Delivery channels!

!  …!


2. Innovation on products and platforms!!  User Experience!



!  User Experience!



!  User Experience!!  User Experience!



!  User Experience!!  User Experience!

!  HOLISTIC!!!!


1. Innovation in business model design!!  Value Proposition, creation & delivery!

!  Product- & serviceportfolio!

!  Ecosystems!

!  Delivery channels!

!  …!




!  HOLISTIC!!!!


You’ve got to start with the customer experience and work back toward the technology – not the other way around.!

- Steve Jobs!



Digital Leadership



Digital Leadership

Part 3: designing superior customer interaction portals!!


Stakeholders! Expected Benefits!

Overall Direction! “The Product”! Costs! Business Case! Approach &

Plan!Stakeholder identification!!Personas!!Initial market & competitive analysis!!Other inputs to needs!

Departmental inputs!!Benefits identification!!Benefits breakdown !BI & Analytics review!!Initial opportunity identification!

Vision!!Goals!!Business objectives!!Project Motivation!

Key user tasks!!

Cross-channel experience journeys!!

Scope Landscape!!

Roadmap!!!

Content org model!Site org model!

Technical architecture! !Draft cost breakdown!!Initial project plan!!Organisational setup post launch!!Cost assumptions!

Business case!!Funding options!!Business Case presentation!

Initial draft plan till go-live!!Project plan strategy & concept phase!

1! 2! 3! 4! 5! 6! 7!

The Digital Leadership Strategy Framework: the 7 process steps"

55"


Arno Dübel: Germany’s laziest unemployed person.!

A good customer?!


Offline:!NO?!

Online:!Certainly YES!!


! !

Arno Dübel „Retail partnership seeker“!Prio 1-5!

Banking behaviour and attitude !

Number of banks! 2 (Sparkasse Lüneburg, Volksbank)!

Primary bank ! Sparkasse!

Banking likes ! Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness!

Banking dislikes! Automated bank without employees, ineffective handling of her issues, not precise information!

Banking fears ! Handling her affairs not effectively because they do not know her background enough!

Service frustrations ! Not enough attention, different information from different bank staff!

Literacy and devices!

Computer Literacy! Medium, rarely buys online!

Finance Literacy! Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends!

Devices! PC, Windows phone, Android tablet ( jointly used by partner)!

Proposition Matrix!

Brand affinity ! Weak Advocate!

Products u. Mngmt! Current and savings account, little investment!

Advice type ! Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email!

Financial evolution! Savings and investment!

Up and cross selling! Bonds and funds, personal loan!

Key data 5!Age: ! 54!

Location: ! Berlin!Language: ! Deutsch!

Education: ! BA, Univ.!Income: ! €1 k!Assets: ! €5k!Group size ! 823 000! !Lifestyle!Background: !•  Lives together with husband!!Life goal: !•  Having kids!•  Career is less important then a good quality of life!!Life events: !•  Having kids, traveling !•  helping parents!

5!Top Prio: 5!


What does Judy need?!


Needs!

Wants!

Fears!

Customer!


Needs!

Wants!

Fears!

Customer!

Benefits!

Features!

Experience!

Product!


"No one feels a need to buy a table. !


"No one feels a need to buy a table. People just want to be comfortable

when they eat."!


“I want to do one great world travel before I retire”!

“I want to spend more quality time with xyz!”!

“I need to be able to talk to you!”!

“I want to remain fit & healthy”!

“I want to retire before 60”!


User needs! “I want to do one great world travel before I retire”!

“I want to spend more quality time with xyz!”!“I need to be

able to talk to you!”!

“I want to remain fit &

healthy”!“I want to retire

before 60”!


User needs!

Business goals!






before 60”!

Maintenance costs need to be

decreased!

Responding quickly to market needs has

become critical!We kind of need

to earn more money!

Online & offline processes need

tighter integration!


User needs!

Business goals!

ONE overarching!

vision!






before 60”!

Maintenance costs need to be

decreased!

We kind of need to earn more

money!

Responding quickly to market needs has

become critical!

Online & offline processes need

tighter integration!


Designing solutions based on customer needs !





Skype!

Call!

Snail mail!

E-mail!

Callback!

Co-browsing!



Skype!

Call!

Snail mail!

E-mail!

Callback!

Co-browsing!

Comm

unication!!



Test 1: would this work?!


Test 2: would this work?!

© Copyright 2015 Digital Leadership GmbH! 78!© Copyright 2014 Digital Leadership GmbH!Digital Leadership Slide 2!

Understanding customers!

Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final

© 2010

“I love working for myself, and spending time with the kids. If only I had more time in my day and more space in our house.”

Digital Leadership

Back to the drawing board: !how would a user behave in a certain scenario and what would he need?!


© Copyright 2014 Digital Leadership GmbH!Digital Leadership Slide 2!



© 2010


Digital Leadership

WES9004 - Westpac Online Transformation - Concept Sketching Document ⏐ v1.0 DRAFT

© Different 2009 22

Open new account/service/user continued Complex: Cristina wants to set up a new user on the system.

Login to Online Banking A new member of staff, Sue, joins the team and Cristina needs to set her up on the Westpac system. Cristina logs into the Online Banking system and selects the manage users tab.

Searches for users Cristina searches the list of existing users to ensure that Sue has not been set up on the system already.

Creates new user and new role Cristina clicks to set up a new user and browses the list of user roles she has created previously. She decides to create a new role for Sue and chooses the relevant access she will need. Then Cristina uploads a file containing Sue’s contact details and clicks to send a request for her to complete the next stage of the application. An email containing a link arrives in the Sue’s inbox with a link to the new user application.

Checks status & reminder Cristina has not received an email notification from the system that Sue has provided her personal details so she logs in to check the status. Cristina generates an additional email to Sue.

Personal details & verify Sue opens the link and enters the required personal information. She also provides details to verify her identity online. Once completed Sue submits the information and is shown a message that the new user application is now with Cristina to complete.

Check setup Cristina receives an email notification when Sue submits her personal information. She checks Sue’s user profile page to ensure everything has been set up correctly.

See page 48 for details

Innovations:

Æ User activity overview

Æ User management console


Innovations:

Æ Dynamic/predictive search functionality

Æ Browse by roles and user access


Innovations:

Æ User role functionality

Æ Create new user roles in context

Æ Integration from existing external systems (Sue’s contact details)


Innovations:

Æ In progress status updates

Æ External email system integration


Innovations:

Æ Workflow functionality

Æ Real time electronic identity verification


Innovations:

Æ Real time user creation

Creating functional solutions for each individual step (exemplary)!


“Great, but where is: !!  Skype?!!  Facetime!!  What’sapp!!  Screensharing?!!  E-mails?!!  Chat?”!


Peter Peterson!Lets meet for lunch …!

12:26!

Sales Advisor!Hint!

11:16!

Steve Meyer!List of needed things!

11:05!

Steve Meyer!mobile!

11:02!

Peter Peterson!shared session!

10:38!

Peter Peterson! 10:15!

Creating a seemless integrated communication center!


Peter Peterson!Lets meet for lunch …!

12:26!

Sales Advisor!Hint!

11:16!

Steve Meyer!List of needed things!

11:05!

Steve Meyer!mobile!

11:02!

Peter Peterson!shared session!

10:38!

Peter Peterson! 10:15!

Would this work : !!  On your iPhone?!!  In a Tesla?!!  On KBC’s website?!

Creating a seemless integrated communication center!


So how important is this going to be for our users?!

Source: Digital Leadership Strategy Framework"


Where would such communication center rank on a roadmap?!

For our customers!

For the business!

Complexity for realisation!

Impact # customers!

IT Complexity!

Impact on product usage! Impact sales!

Organisational complexity!



Where would such communication center rank on a roadmap?!



This process needs to be covered several times!

1.! 2.! 3.!

Big picture! Market- & product tests!

Full!elaboration!

1 2 3 4 5 6 7!



This process needs to be covered several times!

1.! 2.! 3.!

Big picture! Market- & product tests!

Full!elaboration!

1 2 3 4 5 6 7!


This process requires a lot of work –!but it is well worth it: !

!90% of the features on a platform are seldomly or never used.!

!It is up to us to create a (digital) !

world worth living in.!


This was a hard piece of work – and certainly not a one-hit wonder !!


1.  Segment your customers!2.  Understand your customer’s real need !3.  Abstract to get the full picture!4.  Undertand business goals!5.  Define a vision combining user & business!6.  Design a solution & for the interaction!7.  Place it on a roadmap!

*Key steps of the Digital Leadership Strategy Build Framework.!


We have developed a complete approach and framework to!

STRATEGY!Create superior digital strategies!

BUILD!Build successful portals and

digital products!

RUN!Efficiently run !

digital organisation!

And we support our clients across all three stages.!


Stefan F. Dieffenbacher!!e-Mail: [email protected]!

web: www.digital-leadership.net!

blog: digital-business-reimagined.com!

twitter: /sfdieffenbacher!

twitter: /leading_digital!

Facebook: DigitalLeadership!

LinkedIn: stefanfdieffenbacher!

Slideshare: dieffenb!

Xing: StefanF_Dieffenbacher!Be invited.!Get in touch.!



Digital Leadership


We’ll take you to the top.!

Stefan F. Dieffenbacher!Executive MBA, PMP, CPM, Scrum Master!Managing Director!

Digital Leadership GmbH!Landsberger Straße 217!D-80687 München!

+49 (0)176 / 638 020 11!+49 (0)89 / 748 600 [email protected]!www.digital-leadership.net!!

mobile:!office:!

e-mail:!Internet:!

Alexander Schmid!Dipl.-Inform. (FH)!Partner!

Digital Leadership GmbH!Landsberger Straße 217!D-80687 München!

+49 152 / 215 65 847 !+49 (0)89 / 748 600 [email protected]!www.digital-leadership.net!!

mobile:!office:!

e-mail:!Internet:!

Wir freuen uns auf spannende Gespräche und Herausforderungen im Bereich digital!!

Für mehr Informationen über das Digital Leadership Strategy Framework oder wenn Sie ein spannendes Thema mit uns diskutieren möchten: kontaktieren Sie uns jederzeit!!

digital transformation - play along or die

Leadership & Management