iwmw16, precedent plenary talk from rob van tol: 'managing change - leading horses to water
TRANSCRIPT
MANAGING CHANGE: Leading horses to waterIWMW2016
Robert van Tolwith Rachel Rennie and Remeny Armitage
What I said I would coverManaging change within HEIs starts with a change in mind-set. Using a variety of 10 client case studies, we will demonstrate:
how we have used digital
to help them successfully manage change
and the results this has delivered.
“
Digital Transformation is big & wide
But it is not logical
It has many choicesIs an opportunity for:
students new ways of learningservices new pedagogy & research staff new skills & working practicesprocesses de-siloed, customer-centricfacilities & campus new investment
directions
It’s spread across adoption cycleInnovators cutting-edge change
Early Adopters innovating to get an advantage
Early Majority moving with the mainstream
Late Majority competition carrying you forward
Laggards rejecting transformation
Many responses
Long-termPartnership
Sussex Strategy-led
SHU
360 Research-
ledAberdeen
CX-ledMonash
Proof of Concept-
ledUWASurface-led
Greenwich
Resource-led
Gloucester-shire
Problem solving-led
EBS
User research-
ledSunderland
Crisis-led… More
Strategic Solutions
More Tactical
Solutions
Long-term Partnership-ledWorking within the setupUniversity of Sussex
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Senior stakeholder buy-in and engagement
Reputation management as the way to bring together student recruitment and research
Results Interim fix for website and rebrand both well received
New strategy about to be delivered
Strategy-ledHaving a plan, sticking to a planSheffield Hallam University
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Long-term strategy, collaboration and engagement
Expanded digital marketing capabilities focusing on selling
Results Phase 1 launched April 16, continuous upgrades following
Phase 2 CRM integration
Inside & OutsideResearch-ledEverything has become digitalUniversity of Aberdeen
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage changeChange Outside-in perspective: customer needs
Inside-out perspective: processes, skills, organisation, systems
Results Senior management person appointed as Director of
Transformation
Order of magnitude of the task
Customer Experience-ledModelling the Customer JourneyMonash University
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Digital Campus concept embraced
Service Design joined-up, end-to-end, mixed-channel journeys
Results Joining up internal work (KPMG) with customer-centric work
International student uptake hugely grew and demonstrated the value of an experience design perspective
Proof of Concept-ledProving by doing transformationUniversity of Western Australia
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Big technology combined tactically (CMS + CRM)
Using spot solutions achieve real benefits
Results 300% increased in registrations (from 1,200 to 4,600)
Demonstration of personalisation to build relationships
Surface-led VC mandatedGet Things Done transformation University of Greenwich
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange VC dictate demanding “live” by December 15 (achieved)
UX focused component-based designs (and content)
Results Greater consistency across the internet and intranet, seeking to
remove duplications and unused archives
Still rolling out with rapid developments
Resource-ledRadical simplification
University of Gloucestershire
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Content governance tightly controlled
Content given selling focus to speak to customers
Results Increase in student applications
HEIST award nominated (always nice to be praised)
Problem solving-led Bringing choice under controlEdinburgh Business SchoolHerriot-Watt University
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Proposition simplified to simple choices
Internationalisation to give customised national experiences
Results Fewer “idiot” questions and better “interesting” questions
50% increase in student enquires
600% increase in mobile visits (now 70% of all traffic, from 25%)
50% increase in unique visitors (after years of slow decline)
30% decrease in conversion time
DADI award nominated (always nice to be praised)
User Research-ledMaking the Business CaseUniversity of Sunderland
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange 10 key findings to align University to how students see it
Internal comms effort to disseminate findings and emphasise that it needs to be a “joined-up” university
Results New website development commissioned
Crisis-ledFixing lots of little(ish) thingsUniversity of XXX
Digital
Website
Social Web
Digital Workspace
Enabling IT
Digital Content
Digital Marketing
MI
Service Design
User Research
Manage change + ResultsChange Tactical projects to impact recruitment, ranking and reputations:
Brand | IA | Courses | Video | Microsites | CMS | Content Governance | International | Social Media | Virtual Open Day | Internal Comms | Mobile App | Content Strategy
Results ROI focused, small and easily commissioned projects
Many responses
Long-termPartnership
Sussex Strategy-led
SHU
360 Research-
ledAberdeen
CX-ledMonash
Proof of Concept-
ledUWASurface-led
Greenwich
Resource-led
Gloucester-shire
Problem solving-led
EBS
User research-
ledSunderland
Crisis-led… More
Strategic Solutions
More Tactical
Solutions
Pick your start point
Small change
Medium change
Large change
Surface-led
Problem solving-
ledCrisis-led
CX-ledProof of Concept-
led
User research-
led
Long-termPartnership
Strategy-led
360 Research-
led
