WELCOME& AGENDA

DIGITALMATURITY2015

WELCOME OVERVIEW OF DMI 2015KEYNOTE: MATT WATKINSON, CX & THE VALUE PROPOSITIONQ&A WITH MATTNETWORKING & DRINKS

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ABOUT OUR DIGITALMATURITY INDEX

DIGITALMATURITY2015

THE DIGITAL ECO-SYSTEM

CULTURE &ORGANISATION

TECHNOLOGY

CHANNELS

STRATEGY CUSTOMERS

DIGITALMATURITY2015

More relevant than ever as a way of looking at digital – how to plan for it, organise for it, and deliver it

Expectations have increased with success

These challenges and opportunities are no longer one dimensional, cannot a�ect change in one area alone

But there is still room for improvement within the model … (or so I’m told)

Customers are more engaged, informed and connected than ever – and expect every link in the chain to be joined

Organisations are moving digital front and centre, and are used to seeing digital deliver YOY growth

#digitalmaturity2015

WHAT ABOUT DATA?

WHERE IS ORGANISATION?

IS CHANNEL STILL VALID?

KEY THEMES OFDMI 2015

CULTURE &ORGANISATION

TECHNOLOGY

CHANNELS

STRATEGY CUSTOMERS

DIGITALMATURITY

TWO STEPS FORWARD, ONE STEP BACK

Channels fully integrated: Board level buy in:

Centre of excellence:

2014 2014

2014

2015 2015

2015

#digitalmaturity2015

THERE IS A GAP BETWEEN THE LEVEL OF CUSTOMER

EXPERIENCE BEING DELIVERED AND THE OTHER

AREAS OF THE ECO-SYSTEM. THERE IS A GAP BETWEEN THE LEVEL OF CUSTOMER

CUSTOMER EXPERIENCE BEING DELIVERED AND THE AND OTHER AREAS OF THE

ECO-SYSTEM

YOUR SEAM IS SHOWING

#digitalmaturity2015

GOOD IS THE ENEMY OF GREAT

12%

ORGANISATION

SCORE47%

56%

9

12%

106%

6

16%

7

24%

8

27%

20%

30%

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

ORGANISATION

SCORE

7.0AVERAGE

OVERALL DIGITALMATURITY SCORE

SCORE

#digitalmaturity2015

MANIFESTO

DIGITALMATURITY2015

STRATEGY 01

02A vision needs a strategy and a strategy needs a plan. Digital is not yet at operational business as usual.

In the digital technology sweet shop the best strategies de�ne what you don’t do, as much as what you do. Be brave enough to focus.

#digitalmaturity2015

03

04How you’re organised is less important than how you operate, and getting the culture right is essential.

Digital cultural maturity requires action as well as vision and organisations must recruit and train non-digital roles to succeed in the digital world.

CULTURE &ORGANISATION

#digitalmaturity2015

05

06

Adopting agile methodologies can deliver bene�ts to both process and outcome but they must be aligned to other elements of the eco-system.

Technology as an enabler of digital is better understood and more appreciated than ever. But there is still work to be done in delivering e�ciencies and e�ectiveness, as well as future capability.

TECHNOLOGY

#digitalmaturity2015

07

08

The ability and willingness to refrain from entering new channels or chase new devices may be the path to di�erentiation in the future. Delivering excellence in a few channels rather than being ok in them all.

New metrics are required to measure customers in terms of journeys, lifetime value or cost-per-interaction - delivering these will require signi�cant change and take time.

CHANNELS

#digitalmaturity2015

09

10Customer-centricity needs to be delivered in balance with the wider eco-system. If your organisation isn’t aligned to address customer needs, then … you won’t

Understanding customer needs and motivations augments rather than replaces testing. The digitally mature organisation will understand what the customer wants and validate that the end result is what they need.

CUSTOMERS

#digitalmaturity2015

#digitalmaturity2015