the digital barometer: gauging maturity by: rob mettler
Post on 14-Sep-2014
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R E A D Y ?A S S E S S I N G D I G I T A L M A T U R I T Y
Jonathan Sullivan@jpsullivan
J BOYE PHILADELPHIA 14
Not being digital is hazardous to your health (care)
http://i.huffpost.com/gen/1435422/thumbs/o-KATHLEEN-SEBELIUS-facebook.jpg
Not being digital is hazardous to your business
http://daindunston.com/wp-content/uploads/DSC_0239.jpg
How can we become digital?
Buy it?
http://www.adobe.com/solutions/digital-marketing.html
If you build it, they may not come
http://www.architectural-review.com/pictures/636xAny/3/3/2/1300332_20110603_mdnphoto_architectural_review001.jpg
Get a consultant?
http://www.smartdogdigital.com/wp-content/uploads/2010/06/your-loyal-digital-consultant.jpg
You might get a report
http://www.nchomeless.org/wp-content/uploads/2014/03/short_reports.jpg
How can we become digital?
R E C I P E
• Defined goals, objectives,strategy, plan, metrics
• Organizational alignment
• Team (internal and external)
• Technology
• Content
• Governance
http://www.siedahmitchumdesigns.com/new/wp-content/uploads/2013/07/Ingredients.jpg
How do we stack up?
http://media.npr.org/assets/img/2013/01/04/rocks061-7134abedf7062fdb5ae4011a6326bb21060bd483-s6-c30.jpg
Digital maturity models
http://www.talkorigins.org/faqs/homs/evolve.jpg
D I G I T A L M A T U R I T Y M O D E L S
• PA Consulting Digital Barometer
• Forrester Digital Maturity Model
• Capgemini Digital Maturity
• Sitecore Customer Experience Maturity Assessment
• Adobe Digital Marketing Maturity Assessment
M O D E LD I M E N S I O N S
• Context
• Organization, People &Culture
• Customers
• Technology
• Processes
• Metrics
http://www.howardmodels.com/Architectural-Scale-Models/RTKL-shangri-la/pic1.jpg
– P A C O N S U L T I N G D I G I T A L B A R O M E T E R
“It looks like you are at the start of your journey …good luck.”
http://digitalbarometer.paconsulting.com
– F O R R E S T E R D I G I T A L M A T U R I T Y M O D E L
“You must focus on communicatingand evangelizing the digital strategy …
while establishing robust governance andcustomer-centric digital metrics …”
http://www.forrester.com/Enhance+Your+Digital+Capabilities+With+The+Digital+Maturity+Model/fulltext/-/E-RES112901
– C A P G E M I N I
“Digital Beginners do very little with advanceddigital capabilities.”
http://www.capgemini.com/resource-file-access/resource/pdf/The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_Every_Industry.pdf
– S I T E C O R E C U S T O M E R E X P E R I E N C E M A T U R I T YM O D E L
“You are an Initiator. Your organization has abrochure website with e-mail and analytics.”
http://www.sitecore.net/Resources/Customer-Experience-Maturity-Assessment/Questionnaire.aspx
– A D O B E D I G I T A L M A R K E T I N G M A T U R I T Y M O D E L
“1 out of 5 – ‘nuff said.”
http://adobemarketingpro.com/#/marketing/start?s_osc=701a0000002IxXcAAK&s_iid=701a0000002IxXXAA0
Where does this leave us?
http://1.bp.blogspot.com/-SxlYQdYb2eM/Ur1xiNrw4II/AAAAAAAAFlU/M8WiS2PieO4/s1600/RoadAhead.png
© PA Knowledge Limited 201421
SO HOW ARE MATURITYMODELS USED…
© PA Knowledge Limited 201422
Where are companies now compared to where they want to be
17%
21%
27%
17%
10%
4%3%
7%
0%2%
7%
19%
33% 32%
0%
5%
10%
15%
20%
25%
30%
35%
Digital Dabbling (1) 2 3 4 5 6 Digitising Tomorrow(7)
32. Where are you now? 33. Where do you want to be?
Dabbling in digital Digitising today Digital tomorrow• No channel integration• Heavily marketing biased• Me-too services• Minimal desire to change• Minimal people with digital skills
• Multi-channel e.g. on-line, mobile and phone• Some new digital customer services• Self service, zero-touch transactions• Have a digital strategy• Digital operations added to organisation
• Omni-channel operations• Major growth and new revenues• Business strategy is digital strategy• Organisation is re-structured to be
digital – new operating models
© PA Knowledge Limited 201423
Where are companies now compared to where they want to be
PA Digital Barometer Data based on (270 Respondants)
17%
21%
27%
17%
10%
4%3%
7%
0%2%
7%
19%
33% 32%
0%
5%
10%
15%
20%
25%
30%
35%
Digital Dabbling (1) 2 3 4 5 6 Digitising Tomorrow(7)
32. Where are you now? 33. Where do you want to be?
Dabbling in digital Digitising today Digital tomorrow• No channel integration• Heavily marketing biased• Me-too services• Minimal desire to change• Minimal people with digital skills
• Multi-channel e.g. on-line, mobile and phone• Some new digital customer services• Self service, zero-touch transactions• Have a digital strategy• Digital operations added to organisation
• Omni-channel operations• Major growth and new revenues• Business strategy is digital strategy• Organisation is re-structured to be
digital – new operating models
© PA Knowledge Limited 201424
Who is driving digital inside your business/institution?
PA Digital Barometer Data based on (270 Respondants)
19%
13%
26%
12%
5% 5%
20%
0%
5%
10%
15%
20%
25%
30%
The CEO The board Marketing IT Operations Customer service Other
© PA Knowledge Limited 201425
We are easily able to evaluate and use our customer data
PA Digital Barometer Data based on (270 Respondants)
30%
37%
24%
5%4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
© PA Knowledge Limited 201426
We have the right mindset to survive and thrive in the digital age
PA Digital Barometer Data based on (270 Respondants)
21%
35%
20%
12% 11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
© PA Knowledge Limited 201427
Our existing governance models are suitable for digital business
PA Digital Barometer Data based on (270 Respondants)
32% 32%
20%
11%
4%
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
© PA Knowledge Limited 201428
COMPARING SECTORS
© PA Knowledge Limited 201429
Customers and opportunities drive change from the outside
PA Digital Barometer Data: Overall Respondents(264) Financial Services (38)
81%
46%
31%
13%
51%
16%
5%
89%
53%
13%
29%
53%
16%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Customers Competitors Employees Shareholders Market opportunities Regulation Other
Overall Average Financial Services
© PA Knowledge Limited 201430
All sectors struggle to deliver a seamless customer experience
PA Digital Barometer Data: Overall Respondents(264) Financial Services (38)
35%
29%
23%
8%
4%
26%
34%
24%
11%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average Financial Services
© PA Knowledge Limited 201431
Financial Services are using digital to target new customer segments with newpropositions more than other sectors
PA Digital Barometer Data: Overall Respondents(264) Financial Services (38)
28%29%
22%
16%
6%
9%
33%
27% 27%
3%
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average Financial Services
© PA Knowledge Limited 201432
Financial Services have a better idea of how digital will transform theirorganisations
PA Digital Barometer Data: Overall Respondents(264) Financial Services (38)
12%
24%
30%
23%
11%
8%
21% 21%
42%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average Financial Services
© PA Knowledge Limited 201433
DIFFERENT VIEWS
© PA Knowledge Limited 201434
We clearly understand how digital will transform our business/institution
PA Digital Barometer Data: Overall Respondents(264) THE ORG (34)
12%
24%
30%
23%
11%12%
44%
38%
6%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average CarnivalTHE ORG
© PA Knowledge Limited 201435
Our leadership team understands digital
PA Digital Barometer Data: Overall Respondents(264) THE ORG (34)
20%
30%
27%
14%
9%
15%
35%
41%
9%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average CarnivalTHE ORG
© PA Knowledge Limited 201436
Our technology is an enabler of digital business and we are not held back bylegacy systems
PA Digital Barometer Data: Overall Respondents(264) THE ORG (34)
39%
28%
17%
9%7%
85%
12%
3%0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 4 5
Disagree Slightly Disagree Neutral Slightly Agree Agree
Overall Average CarnivalTHE ORG
© PA Knowledge Limited 201437
26. Importance for future (Mobile)
PA Digital Barometer Data: Overall Respondents(264) THE ORG (34)
9%
2%
9%
27%
53%
0% 0%
9%
41%
50%
0%
10%
20%
30%
40%
50%
60%
It is not important (1) 2 Not sure (3) 4 Very Important for the future (5)
Overall Average CarnivalTHE ORG
© PA Knowledge Limited 201438
DISCUSS
http://digitalbarometer.paconsulting.com
© PA Knowledge Limited 201439
JUST IN CASE SLIDES
© PA Knowledge Limited 201440
So what’s stopping them?
Organisation culture/structureLack of Digital Expertise
Cost and InvestmentLegacy/Technological Constraints
Limitations due tostrategy
Leadership buy-inGovernance
Lack of agility
Prioritisation/focus/time
Established market dynamics
“Inertia in the parent organisation”
“Understanding and buy in from SMT”“Lack of digital expertise to drive the investment”
“Getting the leadership team to believe and act”
“Getting agreement on the best way forward”
Raw data from clients on slide 10
© PA Knowledge Limited 201441
1. Create the case for change
New opportunities, competitive threat or solution to regulation
2. Educate in the language of the business
Create the evidence base (numbers & customer) – what’s the value, revenue & profit
3. Re-boot the leadership
Create digital leadership at the top, is a CDO or a digital NED needed?
4. Look at it holistically across business
Mindset, culture and governance bigger barriers than legacy systems
5. It’s a journey, break it down to achievable chunks
Identify proof points (e.g. pilots) and focus on them, intercept annual planning
6. Create the A-Team to drive it
Drawn across disciplines, with senior sponsorship, consider skunk works activity
7. Continuously refresh
Ensure you’ve built in agility and stay on top of trends to ensure you keep on top of the perpetual pace of digital
Seven key things to help organisations reach Destination Digital