2. Serco Internal
What is superfast business?
• Superfast Business is a European Funded programme of fully
funded business support for SMEs
• Delivered by Peninsula Enterprise, working with the Local
Authorities & Connecting Devon & Somerset broadband rollout
project
3. Serco Internal
• Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service
Superfast Business Support
6. Serco Internal
1. Register on our website (which incorporates the Knowledge
Hub). www.superfastbusiness.co.uk to unlock access to a range of
resources and materials
2. Check your eligibility
3. Let us know what areas of ICT and technology you might be interested
in
4. Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy Developing your ICT network/ infrastructure
Engaging new and existing customers Collaboration
Client Relationship Management Systems Flexible working
Moving your business to the Cloud Business Continuity
14. Serco Internal
Businesses that have adapted
6% of UK Sales
£2.6 billion
33% of UK Sales
£2 billion – digital
17% - book
revenues onlineFinancial Times
subscriptions :
316k digital vs 286k print
18. Serco Internal
What else has changed?
Customers…
• Have higher expectations
• Mobilisation – real time commentary
• They talk to each other – social media
19. Serco Internal
The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
22. Serco Internal
• Business leaders need to think about
• How can we connect our customers better online?
• How can we provide consistently good customer service?
• How can I increase staff productivity and loyalty?
• How can I work with other businesses better?
23. Serco Internal
Agenda
• What is the connected business?
• Key areas for the connected business
• Questions and discussion
24. A business that makes the
most of technology to
realise full business
potential
A business that connects discreet
parts of the business that may not
have connected before
Collates and interprets collated
business data for customer
intelligence and insights
What is the connected business?
26. Serco Internal
• Make the client journey easier?
• Create more consistent interactions with the client across the
business?
• Encourage all staff to engage and to know each customer and
project better?
• Create a more innovative business?
• Develop a more robust business?
Can technology
28. Serco Internal
Manages its customer relations
matching the customer journey
1. Customer Relationship Management
29. Serco Internal
Customer focus -CRM systems
A connected business has a central source for all client records
• Record enquires & leads
• Record customer sales
• Record customer interactions & sales
• Record customer history
– It needs to be accessible from anywhere for all staff to
input and use
– Provide reporting and forecasting easily
31. Serco Internal
What can a CRM system do?
Inputs
You can import your contacts using Excel
• Enquiries Received
• Calls Made/Received
• Customer Profiles Created
• Business Cards Received
• Leads Generated
• Letters/Emails sent & Received
• Attendees to Seminars
• Website Hits
• Project Plans
35. Serco Internal
Industry Solutions
Suitable for Small/Medium
Businesses
Large Businesses Large Businesses
Analytics
Channel
Management X
Customer Service
Integration
X
Collaboration
X
Marketing
Automation
Sales Automation
To compare please visit http://crm-
software.findthebest.com
39. Serco Internal
• 80% of population using the internet (UK)
• 34m using Facebook
• 10m using Twitter
• Are you engaging with your customers online?
• Are you managing your reputation online?
Social media , Search, Advertising, Reputation, New media
40. Serco Internal
Get the basics right - Organic is still the number 1 driver of traffic
to websites in 2012
41. Serco Internal
Search Engine Optimation
Get the basics right
1. Optimise for onsite phrases
– 2-3 keyword phrases per page
– Content, titles. Paragraph titles
– Page titles
– Footers
– Images
2. Get strong and relevant links back to your site
3. Update your site regularly
42. Serco Internal
Use social media for sales
• Always be listening
– Listening for your brand and ways to engage
• Listen to conversations for mention of needs #
• Check social media search terms
• Listen out for your reputation
43. Serco Internal
Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #ivybridge
• #devon
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
45. Serco Internal
Broadcast, but engagingly
• Broadcasting your messages
• Broadcast your brand and reputation
• Let people know what you are doing
• Engage in consumers conversations
• Become interested and interesting
• Link back to your website
49. Serco Internal
• What content?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
Becoming significant in Search Results
Pre sales – research
Post sales - support
Engage with video content
50. Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.
51. Think about Creating communities
Keeping customers
through community
building:
River Cottage have
created a community that
has 36,000 subscribers
actively engaged…
Revenue from customers
that are engaged in a
company's community is 19
% higher on average than
from those that aren't.
Source: A Big Payoff from Online
Company Communities
52. Serco Internal
Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase
55. Serco Internal
• Your website communicates volumes about your brand, your
values and the way you do business
• What does yours say about your brand values?
Your website is the place
• Control your content
• Control your reputation and show off your expertise
56. Serco Internal
Brilliant website?
Style and tone
Engaging, engrossing, reflects
customer
Creates environment for „desire to
buy‟
Is content driven
Functionality
Mixed payment methods debit,
credit, PayPal
Self serving for customers anytime
support, automated
Integration
transactional, self serving website
that integrates with key back office
functions
Integrates with finance, CRM, e-
news,
57. Web at the heart of a connected business strategy
58. Serco Internal
Responsive design
• Works across platforms
Is it mobile responsive?
Is it tablet responsive?
23% of web traffic to JL and 25% to LA
sites23% visits to JL website are now
mobile
63. Serco Internal
• Self service systems HR/E-learning
– Utilises technology to manage
• Personnel files
• Leave requests
• Automates time recording
• Self service with manager routing
• Includes performance management
• Utilises online learning, encourages personal development
online
• Uses online recruitment
• Has reporting modules
66. Serco Internal
• Cloud systems
– Provide staff with anytime anywhere access to
• Files
• Software
• Emails
• Platforms (Cloud)
– Secure backups
– Business continuity management plan
67. Serco Internal
Anytime anywhere access to business information
• Files
• Emails
• Systems
• Databases
• Knowledge
• Move all or some …
68. Serco Internal
What is cloud?
• Access applications and data on
the internet rather than on your
„owned‟ equipment
• Natural evolution of technologies
& approaches
– virtualisation, automation,
integration, and utility computing
• The revolution is around how IT
resources are managed and
delivered
69. Serco Internal
• You can replace…
– Software
– File storage
– Email servers and exchange
– Platforms
….With cloud technologies
71. Serco Internal
Current use of cloud
• 56% of internet users use webmail services
• 34% store personal photos online
• 29% use online applications (Google Docs, Photoshop express)
• 7% Store personal videos online
• 5% pay to store computer files online
• 5% back up hard drive to online site
73. Serco Internal
• Software as a Service (SaaS):
This is a complete preconfigured application environment, for example
salesforce.com or Google Apps. The customer simply consumes the
application as a service, usually on a per-user basis, and has no long-term
commitment (but equally almost no control).
• Platform as a Service (PaaS):
This adds a complete software stack; for example LAMP (Linux, Apache,
MySQL, PHP/Perl). Each customer is then able to write or load applications
into this known environment, with the provider responsible for expanding or
contracting the Cloud infrastructure and/or the software landscape to meet
changing demands.
• Infrastructure as a Service (IaaS):
The flexible provision of CPU capacity, data storage, network bandwidth
and basic operating system. Each customer is responsible for running their
software stack on top, and is able to re-size the underlying Cloud
Infrastructure (CI) on demand.
74. Serco Internal
• Cloud computing is not about
• your hard drive. That‟s local storage and computing. Working
off your hard drive is how the computer industry functioned for
decades.
• having a dedicated hardware server in residence. Storing data
on a home or office network does not count as utilizing the
cloud.
• Isn‟t old „hosted solutions‟ – The software needs to be all same
stack and same „version now‟
•
76. Serco Internal
5 things to consider - Cloud
1. Disregard any supplier that offers 100% uptime – read the
contract, what does uptime cover
2. Select a supplier that can deliver high service levels –
dedicated support team, round the clock monitoring,
3. Don‟t under estimate the importance of network
infrastructure security – public or private IP Network?
4. Be clear on how flexible and scalable your solution is –what is
their partner network like?
5. Check out their data security credentials – is the service
compliant with UK data protection law
78. Serco Internal
• A connected business provides a seamless telephone connectivity
regardless of staff location
• Unified communications is the integration of real-time communication
services
• Communications: Voice data, video
• Messaging: voice, email, video IM
• Conferencing: Online, audio, video
• Application integration: CRM, Office productivity tools
• Presence: IP phone, desktop, phone, mobile
Unified Communications
79. Serco Internal
The business case
• Unified Communications - The business case
• Reduce travel and training costs as much as 30 %
• Reduce property and facility costs as much as 30-40 %
• Reduce telephony and audio conferencing charges as much
as 40 %
• Reduce cost of voice mail as much as 60 %
• Reduce IT infrastructure and administration cost up to 50 %
80. Unified messaging - Common themes
• Unified Comms with Lync
Unified communication Description
Instant messaging Text chat, in 1:1 or to group environment. Great for
informal and remote conversations
Presence detection Identifying best carrier for telephony or message. In
office, landline, Out of office, mobile, at home, Wi-Fi.
Telephony VOIP, SIP, Skype (closed source), unified telephony
services
Video conferencing Video conferencing with or without screen sharing,
one-to-many or many-to-many
Data sharing and integration Use of interactive white boards, dashboards ,
integration to CRM
Unified messaging Voicemail message available across multiple
platforms, email, SMS, mobile
Internal comms Internal blogging, micro blogs
100. Serco Internal
A connected business measures success and predicts future
trends
Analytics SM and web
Analytics curve
Descriptive (what happened)
Diagnostic (why did it happen)
Predictive (What will happen)
Prescriptive (How can I make it happen)
103. Serco Internal
Predictive Analytics
• Want to predict who your customers will be?
Predictive analytics can help do that
• Tesco– can predict the exact day customers will
return and the amount they will send within £10 for
around 20% of their customers
• issues100m personalised coupons at checkout. PA
has increased redemption rates x 4 times.
• Mobile phone company – have successfully
predicted mobile subscribers that are 10x more likely
than average to cancel
• HP – PA models generate „flight risk‟ score for all
employees. Estimates $300m savings
104. Serco Internal
• LA Police
• Review 13 million past crimes to predict current behaviour
105. Serco Internal
Features of a connected business
External systems
1. Customer
relationship
management
2. Digital reputation
3. E-marketing
4. Website e-
commerce
5. Knowledge base
6. Customer
intelligence
Internal systems
1. Project
management
2. HR systems
3. Staff productivity
4. Internal
communication
5. Finance
6. Sector specific
processes
Business eco-system
1. Collaboration
2. Benchmarking
3. Innovation
4. Competition
5. Peer support
6. Recruitment
7. Sector leadership
108. Serco Internal
1. Register on our website (which incorporates the Knowledge
Hub). www.superfastbusiness.co.uk to unlock access to a range of
resources and materials
2. Check your eligibility
3. Let us know what areas of ICT and technology you might be interested
in
4. Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy Developing your ICT network/ infrastructure
Engaging new and existing customers Collaboration
Client Relationship Management Systems Flexible working
Moving your business to the Cloud Business Continuity
112. Serco Internal
8. A connected business measures success and predicts future
trends
Analytics SM and web
Analytics curve
Descriptive (what happened)
Diagnostic (why did it happen)
Predictive (What will happen)
Prescriptive (How can I make it happen)
Source Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf
By 2016 the G20 internet retail will reach $4.2 trillion in the G-20 economies
In the UK it’s 12% for high web and 4% for low webSource Boston Consulting The $4.2 Trillion Opportunity March 2012The Internet Economy in the G-20Take this for technology too https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdfFigures for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success
Tesco – 6% of UK Sales (£2.8 bn)Pearson – 33% - £2 bn digital (Penguin books – 17% - book revenues online and Financial Times – subscriptions : 316k digital versus 286k print)
Now called ‘splinternet’
This is all about your customers, new, existing, engaged not engaged.
Authors: Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah (all University of Michigan)Publisher: Ross School of Business Working PaperDate Published: January 2012http://www.strategy-business.com/article/re00184?gko=c0950
Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time. Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages
Source Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf
Extract from Microsoft
Case study - Stored inside the company’s LinkedIn account are folders for various technology companies, each containing links to the profiles of potential candidates that the team is planning to approach through LinkedIn’s internal “InMail” system.
1 InMails are response guaranteed. If you don't get a response to an InMail within 7 days, LinkedIn will return the InMail credit to your account. Unused InMails roll over and accumulate for up to 90 days while you are subscriber.2 OpenLink is optional and needs to be activated3 4 Premium filters - Seniority, Company Size, Interests, Fortune 1000; 8 Premium filters - 4 filters + Functions, Years of experience, Your groups, New to LinkedIn
Source optify 2012 62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%). http://www.marketingcharts.com/wp/direct/emails-conversion-rate-outperforms-other-b2b-web-traffic-sources-26444/
