transformation is not about digital it's about people

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THE NAME OF THE GAME Digital Transformation Forum 2016 - Nicolas Deturck – Transformation is not about Digital, it’s about people – @nicolasdeturck – April 29th 2016

DIGITAL TRANSFORMATION FORUM

Brussel, April 29th 2016

TRANSFORMATION IS NOT ABOUT DIGITAL

IT’S ABOUT PEOPLE

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THE TERM ‘DIGITAL TRANSFORMATION’IS INTERPRETED IN A VARIETY OF WAYS, BUT THERE’S A COMMON DEFINITION

DIGITAL TRANSFORMATION =THE USE OF DIGITAL TECHNOLOGIES TO IMPROVE THE PEOPLE, PROCESS AND PRODUCTS OF AN ORGANIZATION

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WENT TO THE MOON

TOOK 5 PICTURES

NEIL ARMSTRONG

WENT TO THE TOILET

TOOK 27 PICTURES

MR. UNKNOWN

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WENT TO THE BBC

IN 1964 – 52 YEARS AGO

ARTHUR C. CLARK

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DIGITAL TRANSFORMATION SOUNDS COLD, IMPERSONAL AND RATHER LIKE A SOFTWARE UPGRADE

BUT WE CAN’T YET PUSH OUT A SOFTWARE UPGRADE TO PEOPLE

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TECHNOLOGIES VS. PEOPLE

CHANGING THE WAY PEOPLE OPERATE IS A MUCH MORE COMPLEX PROCESS

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CAN’T WE JUST FOCUS ON SIMPLICITY ?

WITHOUT PEOPLE THERE CAN BE NO TRUE DIGITAL TRANSFORMATION

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= DIGITAL CULTURE

BY BEING MORE COLLABORATIVE, ADAPTIVE, FLEXIBLE, TRANSPARENT, CUSTOMER CENTRIC, AGILE, CONNECTED AND DATA DRIVEN, WE ALL CAN DEFINITELY DO BETTER

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WHERE CAN I FIND THE DIGITAL CULTURE TEMPLATE ?

SORRY, BUT TO CREATE A DIGITAL CULTURE, THERE IS NO SILVER BULLET

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PRODUCTS ANDNEWBUSINESS

CUSTOMER RELATIONSHIP

OPERATIONS

CULTURE AND CHANGE MANAGEMENT

WHAT ARE THE BASICS TO START WITH ?

DIGITALTRANSFORMATIONFRAMEWORK

ORGANIZATION AND GOVERNANCE

TECHNICAL INFRASTRUCTURE AND DATA

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GENERAL CONCLUSION

DIGITAL TRANSFORMATION IS ABOUT PEOPLE

AND FACING CHALLENGES …

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TOP CHALLENGES FACING DIGITAL TRANSFORMATION

01.CHANGING THE COMPANY CULTURE

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02.COOPERATION BETWEEN DEPARTMENTS AND BREAKING DOWN TEAM SILOS IS ESSENTIAL

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03.RESOURCES AND BUDGET ALLOCATION NEED TO BE ADAPTED

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04.UNDERSTAND THE BEHAVIOR OR IMPACT OF THE NEW CONNECTED CUSTOMER

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I WANT ITNOW – HERE – AT THE LOWEST PRICE

THERE ARE THINGS THAT ARE NOT GOING TO CHANGE

CONSUMERSSTILL REMAIN DEMANDING (AND EVEN MORE NOW)

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AVOID ADS – LOOK FOR EASE – TRUST THEIR PEERS INSTEAD OF BRANDS

WHERE IS THE WIN-WIN BETWEEN BRANDS AND CONSUMERS

CONSUMERSHAVE A PARTICULAR WAY TO THANK BRANDS

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BUT, SOMETIMES, TEAM DYNAMICS WORK AGAINST WORKING TOGETHER

AND WHAT ABOUT THE MEMBERS OF MY ORGANIZATION

TEAMSIT TAKES A TEAMTO CHANGE THINGS

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THERE ARE THINGS THAT NEED TO CHANGE

SPEED OF EXECUTION

OUR BUSINESS PROCESSES ARE TOO SLOW TO TAKE ADVANTAGE OF ANY NEW OPPORTUNITIES …

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THERE ARE THINGS THAT NEED TO CHANGE

DARE TO TAKE DECISIONS

WE FEAR FAILURE AND KEEP ON DELAYING DECISIONS TILL WE GET HIT IN THE HEAD BY OUR COMPETITORS …

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WHAT ABOUT THE NAME OF THE GAME (http://transform.marketing)

WE DEVELOPED A TRANSFORMATION MODEL THAT HELPS BRANDS TO EVOLVE THEIR MARKETING ORGANIZATIONS FROM RIGID, MEDIA-CENTRIC AND SILOED TO FLEXIBLE, CUSTOMER-CENTRIC AND HYBRID STRUCTURES

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THANK YOU

DIGITAL TRANSFORMATION FORUM

TRANSFORMATION IS NOT ABOUT DIGITAL

IT’S ABOUT PEOPLE

transformation is not about digital it's about people

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