The document discusses common pitfalls to avoid when undergoing digital transformation. It notes that digital transformation is about more than just software, devices, and training employees, and must involve a cultural shift across the entire organization from leadership to frontline workers. The document warns against viewing digital transformation as only an internal IT initiative, and stresses that all functions including HR, IT, marketing, and customer care must collaborate to improve the customer experience.

1. Pitfalls to avoid in Digital
Transformation
Social Business Forum 2014
July 1-2 - Milan

2. Bertrand Duperrin
Director –
DigitalTransformation & Social Business
Nextmodernity
http://www.nextmodernity.com
http://www.duperrin.com
Twitter.com/bduperrin
Hello !

3. What is
Digital Transformation ?

4. Enterprise 2.0

5. Social Business
= entreprise 2.0 + customer orientation

6. Digital transformation =
Social Business + HR

7. Collaboration Sharing
Business
processes
Transparency
Customer
orientation
Innovation
LOB
Transformation
P2P
Learning
(Digital) leadership, Skills, Culture, DNA, Performance
measurement, attracting digital talents, introducing new
learning models

8. Digital transformation is
what you need before
you start anything else

10. Acting, thinking, leading, designing…in a digital
fashion is a prerequisite to
digitally transforming your business

11. Acculturation

12. #1 It’s about software
and devices

13. 90% of social initiatives
will fail Source : Gartner

14. The factors leading to social business
adoption
Source : MIT Sloan

15. Got a tablet ? So what ?

16. #2 Employees are
hopeless at digital

17. Only one of them has a
job ?

18. Jobless ?

19. Your employees are the
internauts and customers
who put your business
under pressure

20. Your employees know (at
least) as much as you
about digital

21. They are not hopeless,
they just don’t come as
they are

22. Nuggets in a room near
you !

23. #3 It’s a matter of
training

24. Learning ?

25. In digital too !

26. DISRUPTED !!
Jan 2014 : Decide to acculturate people
March 2014 : Program is ready. Focus on Twitter, FB and
ESNs
April 2014 : 1st employees are trained
April 2015 : The last of you 100k employee is trained
Digital requires speed and scale

27. Living and sharing
experiences,
between peers, based
on their own stories

28. Not a state but a
dynamic and a mindset

29. #4 It’s internal or
external

30. It’s a continuum

31. Symetry of attentions

32. Employees won’t give
customers something
they didn’t receive from
their company/manager
first

33. #5 It’s HR ONLY

34. HR, IT, Marketing all
contribute to the
Customer Experience

36. HR IT
Customer
careMarketing R&D
Collaborate at the C-level
first !