THE 6 PILLARS OF DIGITAL TRANSFORMATION
Emmanuel VivierMarketing Digital Expert
Author of « The Guide of Digital Transformation »
@EmmanuelVivier
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Research Training KlubConferences
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TRANSFORMATION ?
The Digital Transformation Matrix T H E 6 P I L L A R S
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Customer Exp. & Marketing 2.0
Technologies
Data
Culture & Organisation
Leadership
Measure
Change Management Change Deployment
Dig
ital E
xcelle
nce
D
igit
al E
xcelle
nce
PLAN
Strategy & New Business
Models
Digital Skills & Organization
IT &Business Integration
Unification CRM
Content, Utility & Experience
KPIs
Dig
ital E
xcelle
nce
TEST
Pilote & Lab
Processes & Policies
EverywhereCommerce
Legal & Cyber Security
Social, Mobile, Video
Analytics & Metrics
AUDIT
Comprehension & Vision
Digital IQ &Acculturation
Ecosystem & Architectures
Existing Data Mapping
Customer Understanding
Best Practices
DEPLOY
Roadmap & Commitment
Training & Change
IOT, Cloud, SAAS, API
Data visualisation
& Datamining
Engagement & Mediaplanning Omnichannel
Dashboards
OPTIMIZE
Learning Expeditions
Collaboration
Open Innovation &
Agility
Big Data, AI & Predictive
Real Time
Benchmarks
Dig
ital G
ove
rnance
D
igit
al E
ng
ag
em
ent
LEADERSHIP &
MANAGEMENT
Digital Disruption: a tsunami that won’t wait for you
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Leadership & ManagementK E E P P A C E W I T H Y O U R C U S T O M E R S & W I T H T H E I R N E W E X P E C T A T I O N S , U S E S
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K E E P T H E P A C E W I T H Y O U R C U S T O M E R S : A S K Y O U R E M P L O Y E E S
The Shadow Executive Commitee of AccorHotels with 13 employees under
35 years old
Leadership & Management
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Leadership & ManagementW I L L I N G N E S S , S U P P O R T & E X E M P L A R I N E S S I N F A C E O F I N E R T I A O F H A B I T S
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Leadership & ManagementP A S S F R O M « W A I T & S E E » T O « T E S T & L E A R N »
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Leadership & ManagementT H E W O R S T D E C I S I O N I S N O D E C I S I O N
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Deploy & optimize what we already master
Experiment with something that has never been made
Test what already worked elsewhere 20%
10%
70%
D E F I N E T H E R H Y T H M O F C H A N G E
Leadership & Management
CULTURE & ORGANISATION
« Google is piloted everyday by its culture & not by me»
Eric SchmidtCEO of Alphabet
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Digital Culture VS.
Traditional Culture
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Culture Et OrganisationC U L T U R E D I G I T A L E V . S . C U L T U R E T R A D I T I O N N E L L E
VERTICALITY HORIZONTALITY
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PROPERTY OPEN SOURCE
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INTIMITY EXPOSITION
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Culture & OrganisationA N T I C I P A T E & M A N A G E T H E R E S I S T A N C E T O C H A N G E
The 7 stages of human reaction
SHOCK
Surprise
Confusion
Torpor
DENIAL
Refusal & disbelief
avoidance
FRUSTRATION
& Bargaining
Doubt, Uncertainty
Irritation
DEPRESSION
Abandonment & resignation
Low moral
Lack of energy
EXPERIMENTATION
Awareness
Test & Learn
DECISION
Awareness
Look for possibilities
& benefits
Regain of trust
ACCEPTATION
Change integration
A lof of acceptation & passion
MORAL & COMPETENCE
TIME
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Culture & OrganisationH O W T O F I G H T G A F A ?
Say hello to your new competitors!
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Culture & OrganisationB E W A R E O F A N N O U N C E M E N T E F F E C T
You can’t just buy
change in a store
TECHNOLOGIES
Upgrade your IT in order to face the new needs & expectations of your employees
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D O N O T I N V E N T S E R V I C E S O F T O M O R R O W W I T H T O O L S O F Y E S T E R D A Y
Technologies
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TechnologiesM O B I L E A T T H E C E N T E R O F Y O U R S T R A T E G Y
M O B I L E U S E R S B U Y M O R E & M O R E O N T H E I R D E V I C E S
From Mobile Media
To Mobile Business
3B € OF TURN-OVER
50 % ON MOBILE
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TechnologiesB E W A R E O F D E H U M A N I Z I N G Y O U R C O M P A N Y
DATA
T H E N U M B E R O F T O U C H P O I N T S , O F F O R M A T S , O F T H E V O L U M E O F D A T A W I L L C O N T I N U E T O E X P L O D E
DATA
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The Data produced between 2014 & 2016 represent 90% of Data produced since the beginning of computing
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Bring to light the right information at each level of your organization
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The Data: legal security & ethical challenges
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Data A I & M A C H I N E L E A R N I N G
The main challenge is to overpass reality in order to achieve a predictive analysis
MARKETING 2.0 & EXP. CLIENT
Marketing 365: create experience everyday!
Have you set up a factory for the content?
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From Marketing to Service
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From Marketing to Customer Experience
A key factor in Taxi VS. Uber case!
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New formats: the success of social media
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Mobile, number 1 world media
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MEASURE
If you do not measure, it is the same thing that piloting without indicators
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Measure C H O O S E T H E R I G H T I N D I C A T O R S F O R M E A S U R I N G I N A C C O R D A N C E W I T H Y O U R O B J E C T I V E S
Quel trafic généré sur le
site pour quel coût?
Quel CA
généré?
Quel taux de
recommandation?
What is the rate of
engagement?
Number of email in the base
Turn-over
Average basket?
Repurchase?
What is the rate of
recommandation?
Number of shares?
Number of
impressions, of views & of reached users
Number of
subscribers, of fans, of followers
Number of mentions
of a product or of a brand
Number of mention of
your competitor
Percentage of positive &
negative mentions
Rate of response & delay of response
SELLENGAGECUSTOMER SUPPORT
PROMOTELISTENRECOMMANDATION
« Performance dashboard, from my point of view, is the most important subject. »
Lubomira Rochet, CDO of
L’Oréal
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Too much measuring, will kill measuring!
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CONCLUSION
“Innovation distinguishes between a leader and a follower.”
Steve Jobs
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Emmanuel VivierMarketing Digital Expert
Author of « The Guide of Digital Transformation »
@EmmanuelVivier
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