digital strategy and customer centricity- it is not about digital!
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DIGITAL STRATEGY AND CUSTOMER CENTRICITY - IT IS NOT ABOUT DIGITAL!
THE CUSTOMER EXPERIENCE COMPANY
21 NOVEMBER 2014
THERE’S AN AWFUL LOT OF HYPE AROUND DIGITAL, FROM MANY SOURCES.
Paul Wilmot
EVERYONE TELLING US TO GO “DIGITAL”
LOTS OF COMPANIES DOING THIS, FOR EXAMPLE..
“The digital landscape moves very quickly. You need to stay ahead of developments and be sufficiently educated – or advised – to judge the difference between an important innovation and a fad.”
“Consumer segments will become redundant as technology enables a level of personalisation that drills right down to the individual.”
- Shawn Blackmore Source: Social Disruption – Harnessing the Bang, Deloitte
"Source: Digital disrup3on -‐ Harnessing the ‘bang’, Deloi<e"
“The world had changed; we had seen a massive shift in technology’s capabilities, communications and trust. The key choice was how to work with these trends and respond in an uncertain world.”
THE FASTEST GROWING BANK IN AUSTRALIA
“Harnessing big data to develop offerings that are absolutely focussed on the evolving and constantly growing needs and desires of the customer.”
- Alex Twigg Source: Social Distruption – Harnessing the Bang, Deloitte
“Digital storefronts, digital in-centre signage, click and collect hubs, wi-fi networks, frictionless car parking payment services, mobile food service apps and the searchable mall web platform that integrates retailers, helps shoppers find what they want.”
CREATING THE MALL OF THE FUTURE
“Business needs to get curious around technology and how it impacts customer behaviour. Get testing, get learning, and get close to the technological future. Define your competitive context and then imagine different scenarios for the future”
- John Batistich Source: Social Disruption – Harnessing the Bang, Deloitte
DIGITAL SOLVING PROBLEMS AT STARBUCKS, TELSTRA AND AUSPOST
1 Decembe
r 2014
Company nam
e -‐ Project nam
e
}}} Australia Post
Digital Mailbox 2013 - an
independent product
}}} Re-branded myPost
Digital Mailbox 2014 - just part of the myPost
products
BUT WHAT’S REALLY HAPPENING?
IT’S ABOUT EXPONENTIAL GROWTH; HERE’S AN EASIER WAY TO EXPLAIN
YOU ARE HERE
“I GOT A WEBSITE”
“I GOT MOBILE & SOCIAL MEDIA”
“I GOT BIG DATA”
“I CAN KEEP UP”
2018
WHAT’S TRENDING UP, AND TRENDING DOWN?
GOING DOWN • Price of high-end
technology solutions • Time-to-market • Brand projection • Attention span • Time to frustration
• Number of channels • Size of digital teams • Number of ideas • Information overload • Power of social • Prosuming
GOING UP
1. DIGITAL IS NOT THE ANSWER, SOLVE A REAL PROBLEM
2. EXPONENTIAL PACE OF CHANGE
3. CUSTOMER IS THE CONSTANT, UNDERSTAND THEM
VIABLE
DESIRABLE
FEASIBLE
HAPPY CUSTOMERS HAPPY SHAREHOLDERS!
BEING COLLABORATIVE IS:
1. FOCUSING ON WHAT YOU DO BEST
2. ENGANGING CONVERSATION WITH USERS
3. KEEP UP WITH CHANGE
