Amnesty international digital transformation - ustomer Journey - Manchester 2014

16
Digital Transformation The New ‘New Thing’

Transcript of Amnesty international digital transformation - ustomer Journey - Manchester 2014

Page 1: Amnesty international digital transformation - ustomer Journey - Manchester 2014

Digital Transformation

The New ‘New Thing’

Page 2: Amnesty international digital transformation - ustomer Journey - Manchester 2014

That moment of epiphany

Being Digital by Nicholas Negroponte (1995)

“Anything that can be digitised, will be”

“Unwieldy atoms” will undergo the ‘Negroponte Switch’

Suddenly, websites were merely furniture within a much larger digital house

Page 3: Amnesty international digital transformation - ustomer Journey - Manchester 2014

Old New Things

2011 - Responsive2012 - Big Data2013 - Internet of Things2014 - Digital Transformation

2015 - ???

Gartner Hype Cycle

Page 4: Amnesty international digital transformation - ustomer Journey - Manchester 2014

The thing about new things...

2014 - Digital Transformation

CapGemini“...the use of new digital technologies (social media, mobile, analytics or embedded devices) to enable major business improvements (such as enhancing customer experience, streamlining operations or creating new business models).”

Altimeter Group“...the re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle.”

eConsultancy“...the journey from where a company is, to where it aspires to be digitally.”

...is that no one can agree on a definition...is that no one can agree on a definition. However, digital transformation seems to occur...

Page 5: Amnesty international digital transformation - ustomer Journey - Manchester 2014

either...

As a timely response to changes in consumer behaviour, some of which may have been previously anticipated

Page 6: Amnesty international digital transformation - ustomer Journey - Manchester 2014

When organisational panic sets-in, based on the realisation that something needs to change about their digital function, even if they're not quite sure what

or...

Page 7: Amnesty international digital transformation - ustomer Journey - Manchester 2014

The Key DimensionsInternal(often panic)

Structural- Digital within the org-chart.

Functional- Mindset embedded elsewhere?

Procedural- Internal systems and processes.

External(often timely)

Customer Experience- Servicing the empowered consumer.

Engagement- Marketing and communications.

Innovation- For product, service and business.

Page 8: Amnesty international digital transformation - ustomer Journey - Manchester 2014

“Digital Transformation is not an end-goal, it’s a continuous journey”

Brian Solis

Page 9: Amnesty international digital transformation - ustomer Journey - Manchester 2014

1. Customer First, Organisation Second

General Motors formed a Customer Experience (CX) Group and changed how decisions were made and reward structures

Source: Altimeter Group

Start thinking about the entire customer journey

74% of consumers rely on social networks to guide purchase decisions

Source: Gartner

Consumers who research across online, offline and mobile channels spend 18-36% more than those who don’t

Source: BazaarVoice

Page 10: Amnesty international digital transformation - ustomer Journey - Manchester 2014

1. Customer First, Organisation Second

1. Is this need being driven by the org or the customer?

2. How will this improve the CX? 3. Will it help to democratise the CX

throughout the organisation?

Stop building digital stuff… until you know the following:-

Not people vs. technology. Tech should be used not to distance

orgs from people, but instead to

bring them closer

From here to here in just over half a decade

● Wrong demographic● Brand in trouble● 2% annual growth

against industry average of 6%

● Nearly trebled income between 2006-12

● Reestablished luxury brand status

● CEO poached by Apple to reinvent stores

...required systematic organisational change facilitated by digital channels

2013

2006

Page 12: Amnesty international digital transformation - ustomer Journey - Manchester 2014

2. Relinquish ControlFrom Gatekeeper to Enabler

Digital as a dimension of everything

"It's my job to enable and embed digital, then to operationalise digital disruption throughout the organisation"

John Stack, Head of Digital Transformation

Tate Digital Transformation Project Aims

1. Establish a digital culture2. Embed digital practice across

Tate3. Embed digital skills across

Tate4. Introduce new transparent

production processes and digital governance

5. Operationalise digital disruption

6. Change the practice of the Tate Digital department to support these changes

7. Openness and transparency

90% of companies lack suitable digital skills yet only 46% of organisations are investing in the development of digital skills

Source: Capgemini

Page 13: Amnesty international digital transformation - ustomer Journey - Manchester 2014

2. Relinquish ControlBuild Capacity, Not Fiefdoms

Digital / Social

Are digital and social business units becoming their own silos?● Digital/Social business units

are often unfamiliar with the entire customer journey

● Are subject-matter specialists for digital and/or social enough when such tools and skillsets are being democratised?

● Universal digital ‘ownership’ under a single business unit is becoming obsolete

53% of senior executives say that the top cultural barrier to digital transformation is competing priorities

Source: MIT Sloan Management / Capgemini

Page 14: Amnesty international digital transformation - ustomer Journey - Manchester 2014

3. Structural & FunctionalBottom Up and Top Down

Strategy Structure

ProcessesFunctions

Technology

ROI

InnovationStarbucks CDO worked with CIO, developed a cross-functional team ‘intrapreneurs’

C-Level

Practitioner

Mid-Mgt.

65% of staff believe senior management’s digital knowledge is average or less

Source: Econsultancy

Page 15: Amnesty international digital transformation - ustomer Journey - Manchester 2014

27% of senior executives rate digital transformation as a “matter of survival”

Source: MIT Sloan Management / Capgemini

Page 16: Amnesty international digital transformation - ustomer Journey - Manchester 2014

Owen Valentine Pringle(Outgoing) Director of Digital Communications, Amnesty International

/in/owenvalentinepringle/