digital transformation for manufacturing
TRANSCRIPT
Digital Transformation Focus on business processess that
can be digitised
THE BUSINESS STRATEGY CONFERENCE
@luisella Hannover, Feb13th – 15th 2017
#1 MYTH
You must have a Digital Strategy. @luisella Hannover, Feb13th – 15th 2017
Having a Digital Strategy will soon look as ridicolous as
having an electricity strategy “
”K. Boicott!
@luisella Hannover, Feb13th – 15th 2017
#2 MYTH
You must innovate like a lean start-up,@luisella Hannover, Feb13th – 15th 2017
Years from funding to 1$ billion valuation
98
24
8
3
1
@luisella Hannover, Feb13th – 15th 2017
Source HBR
Based on Venture Capitalism, global by scale, digital by default
Start-ups play a totally different game
@luisella Hannover, Feb13th – 15th 2017
Innovation success rate
@luisella Hannover, Feb13th – 15th 2017
0.002 %START-UPS INNOVATION SUCCESS RATE
12.5 % CORPORATIONS INNOVATION SUCCESS RATE
Source HBR
#3 MYTH
You must adopt thelatest and most innovative technology.@luisella Hannover, Feb13th – 15th 2017
Technology changes so rapidly…
Is competitive advantage dead?
Risk: throw away core advantages while pouring resources into ventures that have no competitive edge or chances to win. @luisella Hannover, Feb13th – 15th 2017
Digital Transformation means SERVICE TRANSFORMATION partly enabled and required by
digital and technology.
CUSTOMER EXPERIENCE
SERVICEPRODUCT
Transformation, not Disruption
@luisella Hannover, Feb13th – 15th 2017
§§§§§§§§§§§§§§§§§§§§§
MANUFACTURER RESELLER ONLINE/OFFLINE CONSUMER
CONSUMER SITES, MOBILE APPS, ADVERTISEMENT…
B2B B2C
B2B2C
FEEDBACK/LOYALTY
ONLINE REVIEW PRODUCT AND SERVICE
MANUFACTURER
Digital Transformation: 3 Dimensions
@luisella Hannover, Feb13th – 15th 2017
Where you should (already) be
Customer Experience
Content MarketingStrategy
Culture & Leadership
@luisella Hannover, Feb13th – 15th 2017
Digital Ecosystem
Customers eXperience is today’s business benchmark.
Is it the end of branding and marketing? No.
A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise.
TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND
@luisella Hannover, Feb13th – 15th 2017
AWARENESS CONSIDERATION PREFERENCE/EVALUATION ACTION/BUY LOYALTY/
REPURCHASE
IN THE MARKET
DEALERS RECOMMENDATION
ADVERTISEMENT
FRIENDS, RELATIVES…
Traditional Consumer Journey
@luisella Hannover, Feb13th – 15th 2017
STORYTELLING doesn’t mean telling stories. Content shared must be true and autenthic
TRUST
SHARE
PEER REVIEW
COM PARE
PURCHASE
DECIDE
EVANGELIZE
RESEARCH
SHARE
DISCOVER
SEARCH
RESEARCH
TRUST
AWARENESS CONSIDERATION PURCHASE
BUYER
INFLUENCER
Digital
Peers
Events
Social Media
Web/Mobile
Company web/ mobile sites
Sales
PREFERENCE
LOYALTY
ACTION
AWARENESS
CONSIDERATION
INBOUND
Want to know
Want to buy
Want to do
Want to go
Decentralised Consumer Journey and the Digital Ecosystem
@luisella Hannover, Feb13th – 15th 2017
CRM integrated with Marketing automation tools, ERP, brand websites, eCommerce
and their analytics.
Marketing, CSR, IT, Sales: together
37% 43% 72%
THINK IS NOT USEFUL
USE HALF FEATURES
DIFFICULT TO USE
15%INCREASE OF SALES REP PRODUCTIVITY WITH CRM MOBILE
APPS
20-40%INCREASE OF CUSTOMER
SPENDING IN THEIR NEXT INTERACTION
CRM BENEFITS SALES REP. ON CRM
@luisella Hannover, Feb13th – 15th 2017
The greatest barrier to adopting Digital Transformation strategies is not
skepticism about the promise but
inexperience with their EXECUTION.
@luisella Hannover, Feb13th – 15th 2017
89%
Companies starting a Digital Transformation
Companies suceeding in Digital Transformation
14%
Feels LACK OF DATA. Not knowing the
customer.
51%
Cross department
COLLABORATION is difficult.
56%
Digital transformation is
confused with hits and run campaign.
59%
Change COMPANY
CULTURE is extremely difficult.
63%
Digital Transformation biggest challenges
Source Altimeter 2016
@luisella Hannover, Feb13th – 15th 2017
LACK OF PRIORITIZATION
NOT INTEGRATED STRATEGIES
SILOS APPROACH
TUNNEL VISION
NOT DEDICATED RESOURCES
NO PARADIGM FOR NEW DATA
SELF DEFENSE MECHANISM
EDUCATION NO INTERNAL ENGAGEMENTBUDGET
INNOVATION CULTURE INTEGRATED VISIONDIGITAL FIRST
BE WHERE CONSUMERS ARE
EXPAND MARKET OPPORTUNITIES
DISRUPTIVE TECHNOLOGIES
NEW DIGITAL TOUCHPOINTS
CONSUMERS INSIGHTS
NOT LINEARCUSTOMER JOURNEY
EMPOWER INTERNAL COLLABORATION
DIGITALDARWINISM
Digital transformation inibitors
Digital transformation catalysts!
STORYTELLING or COTENT MARKETING doesn’t mean telling stories.
Content shared must be true and autethic
SUPPORT!
TRUST!
SELF DISCIPLINE!
Don’t change people, change the smell of the place. (Prof. Sumatra Goshal)
CONTROL
COMPLIANCE
CONTRACT
CONSTRAIN
AMBITIONS, VALUES!
CONTINUOUS LEARNING !
REWARD INNOVATIVE APPROACH!
FOCUS ON CREATING VALUE FOR&WITH COSTUMERS!
SERVANT LEADERSHIP!
CONTINUOUS IMPROVEMENT!
@luisella Hannover, Feb13th – 15th 2017
Catalysts: Culture and leadership
BUILD DIGITAL CAPABILITIES
HDR: Human Digital Relationship Dept. !
DIGITAL JOBS COMPENSATION&DEVELOPMENT
DIGITAL CULTURE EMPOWEREMENT
CROSS TEAMENGAGEMENT
HR PROCESSTRANSFORMATION
EMPLOYER BRANDING
SMART AND REMOTE WORKING
DIRECT RECRUITING/ TALENT SCOUTING
DIGITAL TRAINING
SKILLS GAP ASSESSMENT
#4 MYTH
Tires are boring. @luisella Hannover, Feb13th – 15th 2017
@luisella Hannover, Feb13th – 15th 2017
@luisella Hannover, Feb13th – 15th 2017
@luisella Hannover, Feb13th – 15th 2017
Sales and Marketing reshaped
OF CONSUMERS ARE INSPIRED TO
SEEK OUT A PRODUCT AFTER
READING CONTENT ABOUT IT
60%
77% 74% 70%
WEBINARS eBOOKS WHITE PAPERS
#FROSTMAR@luisella@luisella Hannover, Feb13th – 15th 2017
INBOUND MARKETING CONTENT MARKETING
BE USEFUL
AUTHENTICITY
INFORM NOT PROMOTE
RELATIONSHIP
TRUST
STORYTELLING
VALUE
@luisella Hannover, Feb13th – 15th 2017
What you should explore
Internetof things
Big Data
AI, chatbot
Virtual reality
Digical
#5 MYTH
(Big) data are only for Facebook, Google or for content providers.@luisella Hannover, Feb13th – 15th 2017
Data to better understand your customers PRODUCT
DESIGN A BETTER PRODUCT FOR THEM
PR
GAIN MORE VISIBILITY
MARKETING
BETTER TARGETING, CHANNELS PRIORITIZATION
SALES
MAKE THEM AN OFFER THEY CAN’T REFUSE ( PRICING&PRODUCTS)
ADVERTISEMENT
OPTIMISE THE MEDIA INVESTMENT
CUSTOMER SUPPORT
OFFER THEM A BETTER SUPPORT
@luisella Hannover, Feb13th – 15th 2017
To be Digital AND Physical.
Welcome DIGICAL.
Build your strategies around Digital-Physical fusion.
The new competitive advantage?
@luisella Hannover, Feb13th – 15th 2017
@luisella Hannover, Feb13th – 15th 2017
Enhanced physical space
@luisella
Chatbot and Humans
