precedent digital transformaton
Post on 21-Oct-2014
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MARK SHERWIN – GROUP COMMERCIAL DIRECTOR
Daring to be Digitalembedding digital in 21st century organisations
LONDON
EDINBURGH
CARDIFF
PERTH
MELBOURNE
HONG KONG
Who we work with
TheWebsite
Webstrategy
Digitalstrategy
Digitaltransformation
WE ARE EVOLVING FROM A MARKETING CENTRICTO BUSINESS WIDE VIEW OF THE WEB
Marketing centricBusiness-wide impact
THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
THOSE WHO DO NOT INNOVATE WILL FALL IRREVOCABLY BEHIND
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
WE’RE GOING TO EXPLORE 5 KEY THEMES
1. Customer service, the missing link
2. Harnessing the wisdom of crowds
3. New money models
4. The corporate tricorder
5. The Internet of things, and big data
Customer service, the missing link
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTION
AWAR
ENES
S
INTE
REST
DES
IRE
AD
VOCACY
INVO
LVEMEN
T
DELIVERY
ACTION
The AIDA reflection | Mark Sherwin, Precedent 2013
LOVEFILM – FAILING AT THE FINAL HURDLE
OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
OPTICAL EXPRESS - DELIVERY
OPTICAL EXPRESS - INVOLVEMENT
OPTICAL EXPRESS - ADVOCACY
OPTICAL EXPRESS - AID REFLECTION
MULTI-CHANNEL - ENABLED CUSTOMER SERVICES
Harnessing the wisdom of crowds
R & D - GOLDCORP
400 Megabytes + $575,000110 - 50% - 80%
$100,000,000 - $9,000,000,000
IDEA GENERATION - LEGO
OPERATIONS - GIFF GAFF
TURNING ADVOCATES INTO STAKEHOLDERS
Stakeholders
Idea generation
Research and Development
Financing
Operations
The corporate tricorder
EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDICATED DEVICES
THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
New money models
AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITSAND DELIVER GREATER RETURNS
WHILST PURCHASING MODELS ARE CHANGING SO ARE OTHER ASPECTS OF FINANCIAL TRANSACTIONS SUCH AS RAISING FUNDS
THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
The internet of things, and big data
DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES
WEARABLE
DIGITAL CAPABILITY IS EXTENDING VALUE OF PRODUCTS
THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT AND PRODUCT AND SERVICE DESIGN
Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
Gotcha, but how do I make that 15%?
DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITAL TRANSFORMATION MUST INTERLINKWITH ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE
Acquire Convert Grow Retain Advocate
ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE
ORGANISATIONS MUST SEEK OUT TECHNOLOGIES THAT PROVIDE A SINGLE CUSTOMER VIEW, AN INTEGRATED EXPERIENCE AND BUSINESS INTELLIGENCE
UNDERSTANDING THE ENABLERS TO DIGITAL TRANSOFRMATION IS ESSENTIAL IN GUIDING AN ORGANISATION THROUGH CHANGE
WE SHOULD ALL BE CONCERNED
ABOUT THE FUTURE BECAUSE WE WILL
ALL HAVE TO SPEND THE REST OF OUR
LIVES THERE.
Charles F. Kettering, American inventor and businessman
[email protected]/in/markdsherwin/
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