designing organisation for digital success

Ms. Anubha RastogiAstt. Prof, Vidya School Of Business2017-18

digital success

The proliferation and convergence of digital technologies like SMACIT (Social, Mobile, Analytics, Cloud and Internet of things) has created significant threats and opportunities to established companies. Business leaders must rethink their business strategies and develop what we refer as digital strategy.

There are four keys to successfully defining and executing digital strategy- zeroing in on a customer engagement or digitized solution strategy to guide the transformation- building operational excellence- creating a powerful digital services backbone to facilitate rapid innovation and responsiveness- ensuring ongoing digital redesign

• Mobile apps, social media, artificial intelligence, cloud computing, Internet of Things, and 3-D printing are changing the landscape in both private and public enterprises, changing the way organizations assess opportunities, develop and deliver products and services, and interact with customers.

• Digital technology also makes it possible for members of an organization to self-organize and thereby avoid the delays, distortions, and other damaging effects of hierarchically organized systems.

• But being a digital organization goes well beyond the technology side. Digital is a mindset.

the digital organization

Anubha Rastogi | VSB

designing the digital organization

The digital organization is a powerful combination of:• Human and digital agents working together

• Technologies that can potentially enhance everything –products/services, internal operations, relationships with customers, etc.

• Members’ ability to self-organize, thus saving many of the costs of hierarchy and enabling collaborative activities

Features Of Digital Organization

• Digital organizations are collaborative, agile, and non-hierarchical.

• They are populated by Millennials and digital agents who intelligently work side by side.

• Digital organizations need digitally aware and adept leaders who can set the digital agenda and create the context for the digitization of every relevant aspect of their organizations.

• Digitization is occurring at an accelerating pace; successful digital leaders need to synchronize their organizations to digital clock speed.



Digital transformation is the re-alignment of, or new investment in, technology to improve performance of an enterprise.

It refocuses the thinking of the entire organization; it encourages innovation and explores new business models to improve the experience of employees, customers, stakeholders and vendors.

digital transformation

• Companies face common pressures from customers, employees and competitors to begin or speed up their digital transformation. However they are transforming at different paces with different results.

• Successful digital transformation comes not from implementing new technologies but from transforming your organization to take advantage of the possibilities that new technologies provide.Major digital transformation initiatives are centered on re-envisioning customer experience, operational processes and business models. Companies are changing how functionswork, redefining how functions interact, and even evolving the boundaries of the firm.

• Successful DT does not happen bottom up. It must be driven from the top.

• Focus on the “how” more than the “what.” The most successful transformations we have seen focus as much (or more) on how to drive change as on the detailed content of the change. A compelling transformative vision, withrelated engagement, governance and KPIs will allow people throughout the

enterprise to identify new “whats” to meet or extend the vision.


• Successful DT comes not from creating a new organization, but from reshaping the organization to take advantage of valuable existing strategic assets in new ways.

• Companies can do much more to gain value from investments they have already made, even as they envision radically new ways of working.

A comprehensive, standardized and integrated enterprise-wide digital transformation strategy will holistically address:

The customer experience, needs, and how to best meet them

Operational & Communications Plan

IT and HR readiness

The Business Case considerations

The existing digital strategy

Which digital use cases offer the highest value

to your targeted audience

The capabilities required to close

gaps

The overall business vision/strategic

direction

Therefore, • Business agility is the new definition of success• Mobility & flexibility will be crucial


No Journey Looks The Same !A customer-focused digital transformation is a unique journey for every business. It is one that often includes unexpected detours that allow for continual refinement.

• Mindset: Broaden the definition of digital • Connection: Discover how in love customers really are• Leadership: Build momentum from the top • Education: Teach the power of digital• Teamwork: Encourage digital accountability • Entrepreneurship: Commit to never being satisfied• Planning: Invest beyond the here and now


Digital Transformation In Process

Describe the Environment Current State AnalysisIdentify Changes &

ConstraintsFuture State Definition Deliver Roadmap

• Articulation of Strategy/Drivers

• Identification of IT Trends

• SWOT Analysis

• Citizen, Vendor and Partner Relationship Review

• IT Model

• Physical Environment

• Application Inventory

• Data Assessment

• Process Assessment

• Infrastructure Inventory

• Project Portfolio

• Organizational Assessment

• Benchmarking

• Funding Sources and Levels

• Solutions Gap Analysis

• Infrastructure

• Process

• Governance

• Procurement

• Contract Obligations

• Budgetary Limitations

• Directional Mandates

• “Burning Platforms”

• Application Footprint

• Infrastructure Capabilities

• Process Model

• Organizational Design

• Governance Practices

• Data Strategy

• Benchmarking Results

• Succession Planning

• Initiative Roadmap

• Recommendations

• Funding Alternatives

• Budgetary Impacts

• Executive Summary

Benefits of having a Digital Strategy


Six Building Blocks For Creating A High-performing Digital Enterprise


Digital Transformation is NOT Just About

• Digital marketing • Digital customer behavior • Technological disruptions • The transformation of paper into digital information

The design of a digital organization starts with a digital business strategy. Here are just a few of the actions business leaders can take to ensure a successful digital business:

• Define a vision for a personalized customer engagement strategy or an integrated digitized solutions strategy. While it's tempting to make progress on both fronts, it’s important to choose the one that is most important for your business and stay focused.

• Identify critical deficiencies in your operational backbone and develop a plan of attack to fix those deficiencies.

• Establish key parameters for your digital services platform, including what services will be offered, how they will be accessed, and by whom.

• Establish metrics to track agility and innovativeness.

• Insist on cross-functional participation—and fast iteration.


keys to success when designing

digital organizations• Designing a digital organization is not for the faint heart.

• It requires big-picture thinking, a 24X7 approach to customer engagement, and new ways of working throughout the organization.

• Nearly all companies today are making big bets on digital, but are they making the right bets?

• Companies with the highest profitability, efficiency, and customer satisfaction demonstrated superiority in two areas: personalized customer engagement and integrated digitized solutions.

• Personalized Customer Engagement: The most successful companies generated deep insights into their customers—and leveraged these insights to develop personalized relationships, stay responsive to changing needs, and facilitate seamless engagement across channels.

• Integrated Digitized Solutions: Top performers use data to enrich their product offerings with meaningful insights. They develop digital or digitally enhanced products and services that are responsive to new and emerging opportunities in the market and differentiated from competitors’ offerings.

• With three core technology capabilities:• Strong operational backbone• Digital services platform• Digital linkages


seven core principles of

digital leadership

• Authenticity

• Influence

• Empathy

• Agility

• Insight

• Balance

• Maturity


Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing.

Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work - there are no short corners.

online pr


To be successful with online PR we suggest you review the range of options that are available for getting your name out on to other websites. We have developed our Digital Marketing Radar to help you think about all the options available:


key techniques for online pr

• Influencer marketing

• Online PR analytics

• Online PR outreach

• Online PR strategy

• Real-time marketing

• Reputation management

• Viral & word-of-mouth marketing

Use Google Alerts for SEO and PR


The New Rules Of Press Releases

• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.

• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.

• Write releases replete with keyword-rich copy.

• Create links in releases to deliver potential customers to landing pages on your Web site.

• Optimize press release delivery for searching and browsing.

• Drive people into the sales process with press releases.

• Publish your press releases through a distribution service

• A Selection of the Larger Press Release Distribution Services

• Business Wire www.businesswire.com PRWeb www.prweb.com

• PRNewswire www.prnewswire.com Market Wire www.marketwire.com

• Optimize your press releases for searching and for browsing


roi of digital strategies

To understand what the ROI is, we need to understand what the goals or aims of the company are, what they wish to get from a digital marketing campaign and then measure these goals.

For this we need to look at the Key Performance Indicators (KPIs) and the goals for each one.Here are some types of key performance indicators:

1.General Performance - Traffic, leads, Reach

2.Channel Based - Website, blog, social networks, search engines

3.Source based performance - Direct traffic, Organic search, referrals, email, PPC

4.Campaign based performance - Lead generation, click through, conversions, conversion rates

5.Setting realistic and measurable goals


digital marketing adding value to business

Digital marketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or print advertising, it allows truly personalized marketing. Specific benefits of digital marketing include:

• Global reach - a website allows you to find new markets and trade globally for only a small investment.

• Lower cost - a properly planned and effectively targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.

• Traceable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. Web analytics can be set up to show you exactly how much money you make from each digital tactic.

• Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.

• Openness - by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.

• Social currency - digital marketing lets you create engaging campaigns using different types of rich media content. On the internet these campaigns can gain social currency - being passed from user to user and becoming viral.

• Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.

Together, all of these aspects of digital marketing have the potential to add up to more sales.


So Digital Technology adds value to businesses by providing :

• Improve Customer Service

• Personalized Customer Experiences

• Value-Added Services

• Higher search-ability and wider reach

• Role of mobile-friendly website in marketing

• Online reviews work

• Easy access to social media marketing

• Benefits of video marketing is huge

And that’s how you go about itThe Digital Roadmap !


security and privatization issue

with digital marketing

• Malware of All Sorts

• WordPress Security

• Non-Human Traffic

• Personal and Payment Details

• Social Media

• Customers as Threats

Ignoring Digital Transformation Is LikeOpening A Business But Not Telling Anyone

Design Your Organization For Digital !