Everyday Digital Transformation
Lots of buzz around digital
Digital strategy, chief digital officers, digital teams, digital first, digital strategy, digital
innovation, digital governance…
Risks and opportunities for disruption
But… what exactly is digital?
A set of technologies?
Or something more?
It has changed consumer behaviour
Have higher expectations
Expect better customer service
@Acme. I have a question.
Can you help? Posted 10 minutes ago
Why haven’t theyreplied yet?
They have a voice to complain
Don’t fly British Airways, there customer service is
terrible!
They have more choice
Ultimately digital is about people and not technology. It is about better serving the connected consumer.
Brian Solis
Not just an IT or Marketing issue
The entire organisation needs to adapt
Not doing so has led to some big failures
Birmingham Council £2.5 million (£2m over budget)
Department of Trade and Industry £11.78 per visit
Healthcare.gov $319 million. Set to rise to $677 million.
Bureaucracies are honed by the past and almost never can they deal effectively with the future.
Leroy Hood
Digital needs to be as ubiquitous as electricity
But how do we adapt to the new digital reality?
Transformation is a culture not a project. It doesn’t just finish one day.
Strategy, Structure and Culture
Creating a digital strategy
Understand your challenges and opportunities
Define and prioritise your goals
1 2 3 4 5
Understand your usersTheir needs, questions, situation, journey.
Picture the final user experience
Create some guiding principles
Establish some next steps
Building a digital structure
Centralise, consolidate and coordinate
Establish strong leadership
Form a digital innovation team
Have a clear mandate
Start with a pilot. Produce minimum viable products. Test and Iterate.
Educate and decentralise
Nurturing a digital culture
Have clear operating procedures
Embed user centric thinking
Encourage digital by default
Incentivise around user experience
40
60
505050
80
60
30
20
Encourage a mantra of ‘always be making new mistakes’.
1. Find your digital champion
2. Commission your strategy
3. Start a pilot project.
boag.world/digital/