keynote: us or them? who wins the customer experience tug of war with lisa welchman
TRANSCRIPT
Us or Them? Who Wins the Customer Experience Tug of War?
Lisa Welchman
@lwelchman
today
the answer to scalable collaboration is standards.
many people believe that if they work within a standards-based framework, they will be unable to invent or innovate.
that’s not true.
speech
talking drums
music
moveable type
a revolving typecase for wooden type in China, from Wang Zhen's book published in 1313
metal moveable type
telephony
typewriters
telegraphy
radio
television
punch cards
personal computers
all of these thing operate over a standards-based framework.
that’s what made them revolutionary, disruptive, and powerful.
our world
the Internet and Web impact all that has come beforeand enables things to happen that we’ve never dreamed of
if we try to grow without standards, we are likely to make a mess
we’ve absorbed these types of disruptions before.
Western Union internal memo, 1876"This 'telephone' has too
many shortcomings to be
seriously considered as a
means of communication.
The device is inherently of no
value to us.”
“…the Department of Commerce became worried that too many stations -- especially amateur and experimental -- were making broadcasts intended for the general public, and, effective December 1, 1921, adopted regulations which restricted public broadcasting to stations which met the standards of a newly created broadcast service classification.”
US Early Radio History – Thomas H. White
“The time will come, and in less than 10 years, when the children in the public schools will be taught practically everything by moving pictures…Imagine a public library of the near future, for instance. There will be long rows of boxes of pillars, properly classified and indexed, of course. At each box a push button and before each box a seat.”
The New York Times, from an interview with D. W. Griffith - 1915
standardization and regulation is the norm.
the question is when are standards determined, by whom, and to what end?
governance maturity
ORGANIC GROWTH
strategy
teamstandards
policy
guidance about
governance
making a governing framework1. organize your team2. figure out who is supposed to establish the vision
and enable the organization to achieve that vision3. determine who decides the must do’s and must not
do’s for online behavior4. establish who decides the nature of the things you
make for your digital presence
this is your team
your digital team is the full set of resources required to keep your digital presence functioning for your organization
your team
core:the part of the organization that establishes strategy, policy and standards
distributed:employees that make websites, mobile applications, and moderate social channels
working groups/committees:strategic and tactical steering and working bodies that enable digital development and operations
extended:external vendors that support digital development in any capacity
digital strategyarticulates an organization’s approach to leveraging the capabilities of the Internet and the World Wide Web to support organizational goals.
digital policyhigh level statements of beliefs, goals, and objectives in order to comply with laws, manage risk, or drive competitive advantage
digital standardsformal specifications that guide what is to be done in regards to aspects of digital publication and development.
freedom of expression within a standards-based framework is the most powerful – not the ability to do whatever you want, whenever you want.
“I call our remarkable capacity for sharing information “collective learning.” While other intelligent species, such as chimps, learn for the most part as individuals, so that most of what they learn dies with them, we learn collectively, so that what we learn is preserved in the community and can accumulate from generation to generation.”
– David Christian
