Leading in the Digital EraFocusing on the Important vs the Urgent
Charlene Li, Principal Analyst
Altimeter, a Prophet Company@[email protected]
• September 29, 2016
It’s not about the technology
http://www.snapapp.com/
It’s About Relationships
Agenda
• Strategy• Leadership• Organization
Agenda
• Strategy• Leadership• Organization
Strategy is what you do – and don’t do
Center your Strategy on Customer Obsession
E M P A T H Y !
Gatorade Created a Culture of Customer Obsession, Starting at the Top
“You’ve got to start with the customer experience and work backwards to the technology.”
‐Steve Jobs
Traditional Journeys
• Personas
• Linear
• Optimization focus
• Functional
• Episodic designed
• Static
• Survey & heuristic based
Next Gen Experiences
• People
• Unpredictable, shared
• Strategic focus
• Emotional
• Continuously designed
• Dynamic, real‐time
• Behavioral data‐based
Creating Next Generation Customer Experiences
Investing in Customer Experience
Engagement Integration
Content Strategy
Customer Journey
Customer Data
Over Time, Sephora Created Multiple Ways to Connect
Typical System of Record: B2C Company
Justifying Digital Investments
What should customer obsession look like in your organization?
Agenda
• Strategy• Leadership• Organization
The Engaged Leader Framework
Listen atScale
Share to Shape
Engage to Transform
The Engaged Leader Framework
Listen atScale
Share to Shape
Engage to Transform
“We have two ears and one mouth so that we can listen twice as much as we speak.”
- Epictetus, 55 A.D.
Determine who you want to listen to, and where
Maersk identified four key stakeholders and where they were active
Source: Maersk
Make listening a habit
Set aside 15 minutes a day, spread throughout the day, to scan the environment
The Engaged Leader Framework
Listen atScale
Share to Shape
Engage to Transform
The Sharing Shift: from scarcity to abundance
Formal Informal
Polished Authentic
Episodic Continuous
Talking at Sharing with
UPS’s Rosemary Turner used Twitter to connect with team members
The Engaged Leader Framework
Listen atScale
Share to Shape
Engage to Transform
Engagement challenges
• Power distance
• Direction• Frequency
Former Telstra CEO David Thodey engaged frequently
The Impact of Follow-through
“I don’t have the time.”“I don’t have the time.”
#MKTNATION
“It’s not about me.”“It’s not about me.”
#MKTNATION
“I don’t want to get my company in trouble.”
“I don’t want to get my company in trouble.”
How will you need to think and act differently to lead disruption?
Agenda
• Strategy• Leadership• Organization
Turning the Aircraft Carrier
CrossFit Your Organization
Trade off Speed for Perfection
Provide Structure and Measurement
Create a Movement
The right functional, technical, teaming,
and leadership skills to build, experiment,
and activate the strategy
The structure, roles, and responsibilities
and mindset that enable accountability
and swift, decisive action
Intelligent and replicable approaches and frameworks for the range of value creating activities that teams undertake to deliver customer solutionsThe systems, information, assistance, resources and metrics teams need to feel empowered, adapt, and optimize effectiveness
PROCESSES
ORGANIZATION TOOLS
PEOPLE
CULTURE
Organizational
Management
Capability Developmen
t
Disruption requires building capabilities across four key areas
How will you build disruption into your organization’s values, process, and culture?
How will you make decisions?
It’s About Relationships