20161018_capventis_digital_transformation_john glennane

Digital Transformation

18 October 2016

Morning Seminar

isin

Digital Transformation 2

Some Things Have Changed From CRM to CX to Digital

1980s 1990s 2000s 2010s

Empowered Customers

Digital is Humanised

Knowledge Everywhere

Internet of Things

Mobile as Primary Channel

Cross-Channel Service

WHAT’S NEXT

Channels, Devices, Technologies…

….Behaviours


Customer Experience in the ‘Digital Age’ Be ready or die!

Face to Face

Phone

Chat

Letter

eMail

Knowledge Base

SMS

Social Media

Channel Engagement

Product

Launch

Oct Nov Dec Jun Jul Aug Sep

Phone

Knowledge Base

Social Media

Without Self Service?

1,000 %

Digital Economy

Revolution and Evolution


Digital Economy Evolving behaviours and rising expectations

Work, Play, Reach, Connect, Interact, Transact

Search, Retrieve, Compare, Influence, Decide, Use

Easy, Quick, Instant, Satisfied

Push, Post, Collaborate, Share, Learn, Feedback


Perfect World From CRM to CX to Digital

The sum of all experiences a consumer has with a supplier of goods

or services, over the duration of their relationship with that supplier


Boils Down to Two Key Things

Modernise…

…Cut Costs


Fears & Opportunities

“People come to our website, look at our products,

only to go elsewhere and buy” Insurance Company

“It would be great if the 95% of normal customers and

processes could be self-served, so we can focus on the 5%

of customers really needing our attention” Local Government

“We can’t compete on price, therefore we need to

differentiate in some other way” Large Retailer

“It’s too easy for newer, lower cost entrants

to surface and take us out” Established 100 year old Business


Frustrations Everybody is Frustrated

“The Customer

Doesn’t Understand

Our Products”

“The Retailer

Doesn’t Understand

Our Products”

Forward Logistics to

Merchandise to

Buy / Sell to

Reverse Logistics

From Cradle to Grave


Facilitating Undesirable Outcomes 3% to 4% of Revenue… Gone!

Returns

8.6% Average

Up to 15% for ‘Best

Experienced in Person’

>35% Gifts

Increasing with eCommerce

Need Research Select Buy Receive Use Maintain Reco-

mmend Return

Different Reasons

Damaged

Unwanted

Counterfeit

Spoiled

Wrong

Wear Out Outmoded

Mis-Aligned

Try On

Not Fit for

Purpose

Not

Understood

Incorrect

Usage


Establishing Advocacy Good Vs Bad Profits


How to Turn Customers into Advocates

“Customers admire the beloved companies for how they

are treated, not for how they are handled ”


Beloved Companies Make More Profit


Customer Advocacy Beloved companies make more profit


Inspiring Leaders and Companies


How Aligned are We to ‘Perfect’? Now and going forward


True Alignment Focusing in the right place, delivering the desired outcome


Voice of the Customer Definition and Metrics


Value for Us : Value for Them : Value for Us The Business Perspective

An Old Quote, Still Relevant Today “We create value for the business by increasing the value of the customer base.

That means we’re going to use information about our market and customers to make them

more valuable to us, and we do that by making our business more valuable to them,”

(Reference Martha Rogers, Peppers & Rogers… about 20 years ago)

Action Insight

Driving & Delivering Value in a Digital World


Know and Do

Customers from their perspective

Customers from company perspective

Company from internal perspective

Company from customers perspective


Where to Start

High Performing Businesses…

“Focus on the outcome

and then work back to the solution”

Accenture (2014)

Poor Performing Businesses…

“Start with analysing what they have

and work forward from there”


So, What is Digital Transformation? Industry Leader Views

Digital Transformation

STRUCTURE

Business & Customer Insights

Tailored and Enriched Experiences

User Centric Design

New Business Models

INTERACTIONS

OPERATIONS Workforce Productivity

Digitised Processes

Defining the Roadmap


Good Approach

Good

Design

Good

Delivery Poor

Solution

Design

Solution Delivery Better Worse

Better

Worse

CapricornVentis

Value Value

Well Aligned

Business &

Technology

Solution

BLU

EP

RIN

T

IMPLEMENTATION


To the Right Answer and Solution

“Consensus is

the Best Method to Achieve our Goals”

Wikipedia


Demystify

“Nothing is Particularly Hard if

you Break it Down into Small Jobs”

Henry Ford (1863 to 1947)


Journey Mapping


Getting Results


Why do Journey Mapping “The Four Eyes”

Insight

Impact

Issues / Opportunities

Innovate


Taking the Customer Point of View


Different Perspectives & Components

Moment of Truth


With the Customer View Understood…

… Incorporate into the

Overall Solution for the Company

and the Strategy…


Blueprint for Digital Multiple Pillars - One Integrated Model

Players (Organisations

& People)

Technology (Applications

Systems

Repositories)

Measure (Calculation)

Procedure (Context Specific)

Outcome (Business Goals

& Objectives)

Process (Core / Common

Model)

Information (Data / Content /

Knowledge)

Value

Grow

Profit

Modernise

Reach

Diversity

Cut Cost

Streamline

Efficient

Digital

Case

Content

Channels

Mobile

Cloud

Applications

Platforms

Hosted

Foundation

ERP/CRM

Operating in the Digital World...

…Winning

Customers

Organisations

People

Stakeholders

Partners

Advocates

Agents

Suppliers

Information

Data

Knowledge

Content

Analysis

Integration

Insight

Desired Outcome

Doing

…to Deliver the

Desired Business Outcomes

Performance

Measures

KPIs

Action



& People)


Systems

Repositories)




& Objectives)


Model)


Knowledge)


& People)


Model)

Outside Vs Inside Outside doing its own thing

Market Sell Serve Create

Company

Customer

Research Decide Buy Need Use Advocate



& People)


Systems

Repositories)




& Objectives)


Model)


Knowledge)


& People)


Model)

Complete Solution Recognises all the processes

Market

Sell Serve

Create

Research Decide

Buy

Need Use Advocate

Measure

Monitor

Company

Customer


Programme Establish foundation quickly, then evolve incrementally

Align

Technology

Define

Business

Change

Plan

Programme

Review,

Confirm &

Prioritise

Articulate

the

Blueprint

Define

Vision &

Direction

Foundation

Review

Intent Set Substance Consensus

BLUEPRINT

SoW

Articulate & Agree Architect Solution Prioritised Delivery

Project Incremental


Today, Establish Brilliant-Basics First… … then Evolve

Configure

Brilliant Basics

Sooner

Lighter

Forward Design

Prepare On-Board

OB

Easier

Evolve Incrementally

Further Automation

Greater Integration

More Insight

Deeper Knowledge

Prioritised

Value