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Digital Transformation - Play along or die

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Digital Transformation - Play along or die

  1. 1. © Copyright 2015 Digital Leadership GmbH 1 Services & Consulting for Digital Leadership © Copyright 2015 Digital Leadership GmbH Digital Transformation – Play along or perish Mons, 26th of February 2015, Stefan F. Dieffenbacher sd@digital-leadership.net www.digital-leadership.net digital-business-reimagined.com /sfdieffenbacher and /leading_digital DigitalLeadership stefanfdieffenbacher dieffenb StefanF_Dieffenbacher A keynote atthePixelfestivalin Mons,Belgium.!
  2. 2. © Copyright 2015 Digital Leadership GmbH 2 Part 1: The world is changing... Services & Consulting for Digital Leadership
  3. 3. © Copyright 2015 Digital Leadership GmbH 3
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  13. 13. © Copyright 2015 Digital Leadership GmbH 13 The Ivy League of Music GLOBAL YOUTUBE EVER WINNER Gangnam Style 2,249 billion views SECOND Justin Bieber – Baby 1,139 billion views THIRD Katy Perry Dark Horse 828 million views
  14. 14. © Copyright 2015 Digital Leadership GmbH 14
  15. 15. © Copyright 2015 Digital Leadership GmbH 15 Can you remember the world’s largest company in 1997?
  16. 16. © Copyright 2015 Digital Leadership GmbH 16 Nokia
  17. 17. © Copyright 2015 Digital Leadership GmbH 17
  18. 18. © Copyright 2015 Digital Leadership GmbH 18 The new Apple headquarter. The new leader: Apple.
  19. 19. © Copyright 2015 Digital Leadership GmbH 19*December 2014. The new leader: Apple. Apple has almost twice as much as money as the US Government: US-$ 160 billion*.
  20. 20. © Copyright 2015 Digital Leadership GmbH 20 The digital transformation has killed a whole series of industries
  21. 21. © Copyright 2015 Digital Leadership GmbH 21 And the digital transformation has just started : the next generation is online only.
  22. 22. Digital Leadership © Copyright 2015 Digital Leadership GmbH This group has grown up with the Internet. Average annual househould income by age (2011)
  23. 23. Digital Leadership © Copyright 2015 Digital Leadership GmbH This group has grown up with the Internet. Average annual househould income by age (2011) 80% of the purchases above €100.- are being researched online.
  24. 24. © Copyright 2015 Digital Leadership GmbH 24
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  26. 26. © Copyright 2015 Digital Leadership GmbH 26 Why does their world look so bleak? One thought:
  27. 27. © Copyright 2015 Digital Leadership GmbH 27 Customer Relationship = Business & Profit
  28. 28. © Copyright 2015 Digital Leadership GmbH 28 Customer Relationship Customer Interaction = Business & Profit
  29. 29. Digital Leadership © Copyright 2015 Digital Leadership GmbH
  30. 30. Digital Leadership © Copyright 2015 Digital Leadership GmbH
  31. 31. Digital Leadership © Copyright 2015 Digital Leadership GmbH
  32. 32. Digital Leadership © Copyright 2015 Digital Leadership GmbH
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  37. 37. © Copyright 2015 Digital Leadership GmbH 37 to be continued…
  38. 38. © Copyright 2015 Digital Leadership GmbH 38 Services & Consulting for Digital Leadership © Copyright 2014 Digital Leadership GmbH Services & Consulting for Digital Leadership Part 2: The appetit for innovations was never larger
  39. 39. © Copyright 2015 Digital Leadership GmbH 39 Innovation! Lately, there was a lot of talk on
  40. 40. © Copyright 2015 Digital Leadership GmbH 40 Innovation? But what is
  41. 41. © Copyright 2015 Digital Leadership GmbH 41
  42. 42. © Copyright 2015 Digital Leadership GmbH 42 2001 2007
  43. 43. © Copyright 2015 Digital Leadership GmbH 43 2001 2007
  44. 44. © Copyright 2015 Digital Leadership GmbH 44 2001 2007
  45. 45. © Copyright 2015 Digital Leadership GmbH 45 2001 2007
  46. 46. © Copyright 2015 Digital Leadership GmbH 46 So where did Apple innovate?
  47. 47. © Copyright 2015 Digital Leadership GmbH 47 1. Innovation in business model design. Examples: !  Value Proposition, creation & delivery !  Product- & serviceportfolio !  Ecosystems !  Delivery channels !  …
  48. 48. © Copyright 2015 Digital Leadership GmbH 48 2. Innovation on products and platforms !  User Experience
  49. 49. © Copyright 2015 Digital Leadership GmbH 49 2. Innovation on products and platforms !  User Experience !  User Experience
  50. 50. © Copyright 2015 Digital Leadership GmbH 50 2. Innovation on products and platforms !  User Experience !  User Experience !  User Experience
  51. 51. © Copyright 2015 Digital Leadership GmbH 51 2. Innovation on products and platforms !  User Experience !  User Experience !  User Experience !  HOLISTIC!!!
  52. 52. © Copyright 2015 Digital Leadership GmbH 52 1. Innovation in business model design !  Value Proposition, creation & delivery !  Product- & serviceportfolio !  Ecosystems !  Delivery channels !  … 2. Innovation on products and platforms !  User Experience !  User Experience !  User Experience !  HOLISTIC!!!
  53. 53. © Copyright 2015 Digital Leadership GmbH 53 You’ve got to start with the customer experience and work back toward the technology – not the other way around. - Steve Jobs
  54. 54. © Copyright 2015 Digital Leadership GmbH 54 Services & Consulting for Digital Leadership © Copyright 2014 Digital Leadership GmbH Services & Consulting for Digital Leadership Part 3: designing superior customer interaction portals!
  55. 55. Digital Leadership © Copyright 2015 Digital Leadership GmbH Stakeholders Expected Benefits Overall Direction “The Product” Costs Business Case Approach & Plan Stakeholder identification Personas Initial market & competitive analysis Other inputs to needs Departmental inputs Benefits identification Benefits breakdown BI & Analytics review Initial opportunity identification Vision Goals Business objectives Project Motivation Key user tasks Cross-channel experience journeys Scope Landscape Roadmap Content org model Site org model Technical architecture Draft cost breakdown Initial project plan Organisational setup post launch Cost assumptions Business case Funding options Business Case presentation Initial draft plan till go-live Project plan strategy & concept phase 1 2 3 4 5 6 7 The Digital Leadership Strategy Framework: the 7 process steps 55
  56. 56. © Copyright 2015 Digital Leadership GmbH 56
  57. 57. © Copyright 2015 Digital Leadership GmbH 57 Arno Dübel: Germany’s laziest unemployed person. A good customer?
  58. 58. © Copyright 2015 Digital Leadership GmbH 58 Offline: NO? Online: Certainly YES!
  59. 59. © Copyright 2015 Digital Leadership GmbH 59 Arno Dübel „Retail partnership seeker“ Prio 1-5 Banking behaviour and attitude Number of banks 2 (Sparkasse Lüneburg, Volksbank) Primary bank Sparkasse Banking likes Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness Banking dislikes Automated bank without employees, ineffective handling of her issues, not precise information Banking fears Handling her affairs not effectively because they do not know her background enough Service frustrations Not enough attention, different information from different bank staff Literacy and devices Computer Literacy Medium, rarely buys online Finance Literacy Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends Devices PC,Windows phone, Android tablet (jointly used by partner) Proposition Matrix Brand affinity Weak Advocate Products u. Mngmt Current and savings account, little investment Advice type Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email Financial evolution Savings and investment Up and cross selling Bonds and funds, personal loan Key data 5 Age: 54 Location: Berlin Language: Deutsch Education: BA, Univ. Income: €1 k Assets: €5k Group size 823 000 Lifestyle Background: • Lives together with husband Life goal: • Having kids • Career is less important then a good quality of life Life events: • Having kids, traveling • helping parents 5Top Prio: 5
  60. 60. © Copyright 2015 Digital Leadership GmbH 60
  61. 61. © Copyright 2015 Digital Leadership GmbH 61 What does Judy need?
  62. 62. © Copyright 2015 Digital Leadership GmbH 62 Needs Wants Fears Customer
  63. 63. © Copyright 2015 Digital Leadership GmbH 63 Needs Wants Fears Customer Benefits Features Experience Product
  64. 64. © Copyright 2015 Digital Leadership GmbH 64 "No one feels a need to buy a table.
  65. 65. © Copyright 2015 Digital Leadership GmbH 65 "No one feels a need to buy a table. People just want to be comfortable when they eat."
  66. 66. © Copyright 2015 Digital Leadership GmbH 66 “I want to do one great world travel before I retire” “I want to spend more quality time with xyz!” “I need to be able to talk to you!” “I want to remain fit & healthy” “I want to retire before 60”
  67. 67. Digital Leadership © Copyright 2015 Digital Leadership GmbH User needs “I want to do one great world travel before I retire” “I want to spend more quality time with xyz!” “I need to be able to talk to you!” “I want to remain fit & healthy” “I want to retire before 60”
  68. 68. Digital Leadership © Copyright 2015 Digital Leadership GmbH User needs Business goals “I want to do one great world travel before I retire” “I want to spend more quality time with xyz!” “I need to be able to talk to you!” “I want to remain fit & healthy” “I want to retire before 60” Maintenance costs need to be decreased Responding quickly to market needs has become critical We kind of need to earn more money Online & offline processes need tighter integration
  69. 69. Digital Leadership © Copyright 2015 Digital Leadership GmbH User needs Business goals ONE overarching vision “I want to do one great world travel before I retire” “I want to spend more quality time with xyz!” “I need to be able to talk to you!” “I want to remain fit & healthy” “I want to retire before 60” Maintenance costs need to be decreased We kind of need to earn more money Responding quickly to market needs has become critical Online & offline processes need tighter integration
  70. 70. Digital Leadership © Copyright 2015 Digital Leadership GmbH Designing solutions based on customer needs “I need to be able to talk to you!”
  71. 71. Digital Leadership © Copyright 2015 Digital Leadership GmbH Designing solutions based on customer needs “I need to be able to talk to you!” Skype Call Snail mail E-mail Callback Co-browsing
  72. 72. Digital Leadership © Copyright 2015 Digital Leadership GmbH Designing solutions based on customer needs Skype Call Snail mail E-mail Callback Co-browsing Communication! “I need to be able to talk to you!”
  73. 73. © Copyright 2015 Digital Leadership GmbH 73 Test 1: would this work?
  74. 74. © Copyright 2015 Digital Leadership GmbH 74
  75. 75. © Copyright 2015 Digital Leadership GmbH 75
  76. 76. © Copyright 2015 Digital Leadership GmbH 76 Test 2: would this work?
  77. 77. © Copyright 2015 Digital Leadership GmbH 77
  78. 78. © Copyright 2015 Digital Leadership GmbH 78© Copyright 2014 Digital Leadership GmbHDigital Leadership Slide 2 Understanding customers Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/familyCustomer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final © 2010 “I love working for myself, and spending time with the kids. If only I had more time in my day and more space in our house.” Digital Leadership Back to the drawing board: how would a user behave in a certain scenario and what would he need?
  79. 79. © Copyright 2015 Digital Leadership GmbH 79 anch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/familyCustomer thinking or workingPublication
  80. 80. © Copyright 2015 Digital Leadership GmbH 80 anch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/familyCustomer thinking or workingPublication WES9004 - Westpac Online Transformation - Concept Sketching Document ⏐ v1.0 DRAFT Open new account/service/user continued Complex: Cristina wants to set up a new user on the system. Login to Online Banking A new member of staff, Sue, joins the team and Cristina needs to set her up on the Westpac system. Cristina logs into the Online Banking system and selects the manage users tab. Searches for users Cristina searches the list of existing users to ensure that Sue has not been set up on the system already. Creates new user and new role Cristina clicks to set up a new user and browses the list of user roles she has created previously. She decides to create a new role for Sue and chooses the relevant access she will need. Then Cristina uploads a file containing Sue’s contact details and clicks to send a request for her to complete the next stage of the application. An email containing a link arrives in the Sue’s inbox with a link to the new user application. Checks status & reminder Cristina has not received an email notification from the system that Sue has provided her personal details so she logs in to check the status. Cristina generates an additional email to Sue. Personal details & verify Sue opens the link and enters the required personal information. She also provides details to verify her identity online. Once completed Sue submits the information and is shown a message that the new user application is now with Cristina to complete. Check setup Cristina receives an email notification when Sue submits her personal information. She checks Sue’s user profile page to ensure everything has been set up correctly. See page 48 for details Innovations: See page 7448 for details Innovations: See page 7548 for details Innovations: See page 76 for details Innovations: See page 77 for details Innovations: See page 78 for details Innovations: Creating functional solutions for each individual step (exemplary)
  81. 81. Digital Leadership © Copyright 2015 Digital Leadership GmbH
  82. 82. Digital Leadership © Copyright 2015 Digital Leadership GmbH “Great, but where is: !  Skype? !  Facetime !  What’sapp !  Screensharing? !  E-mails? !  Chat?”
  83. 83. Digital Leadership © Copyright 2015 Digital Leadership GmbH Peter Peterson Lets meet for lunch … 12:26 Sales Advisor Hint 11:16 Steve Meyer List of needed things 11:05 Steve Meyer mobile 11:02 Peter Peterson shared session 10:38 Peter Peterson 10:15 Creating a seemless integrated communication center
  84. 84. Digital Leadership © Copyright 2015 Digital Leadership GmbH Peter Peterson Lets meet for lunch … 12:26 Sales Advisor Hint 11:16 Steve Meyer List of needed things 11:05 Steve Meyer mobile 11:02 Peter Peterson shared session 10:38 Peter Peterson 10:15 Would this work : !  On your iPhone? !  In a Tesla? !  On KBC’s website? Creating a seemless integrated communication center
  85. 85. Digital Leadership © Copyright 2015 Digital Leadership GmbH So how important is this going to be for our users? Source: Digital Leadership Strategy Framework
  86. 86. Digital Leadership © Copyright 2015 Digital Leadership GmbH Where would such communication center rank on a roadmap? For our customers For the business Complexity for realisation Impact # customers IT Complexity Impact on product usage Impact sales Organisational complexity Source: Digital Leadership Strategy Framework
  87. 87. Digital Leadership © Copyright 2015 Digital Leadership GmbH Where would such communication center rank on a roadmap? Source: Digital Leadership Strategy Framework
  88. 88. Digital Leadership © Copyright 2015 Digital Leadership GmbH This process needs to be covered several times 1. 2. 3. Big picture Market- & product tests Full elaboration 1 2 3 4 5 6 7 Source: Digital Leadership Strategy Framework
  89. 89. Digital Leadership © Copyright 2015 Digital Leadership GmbH This process needs to be covered several times 1. 2. 3. Big picture Market- & product tests Full elaboration 1 2 3 4 5 6 7 Source: Digital Leadership Strategy Framework This process requires a lot of work – but it is well worth it: 90% of the features on a platform are seldomly or never used. It is up to us to create a (digital) world worth living in.
  90. 90. Digital Leadership © Copyright 2015 Digital Leadership GmbH This was a hard piece of work – and certainly not a one-hit wonder !
  91. 91. © Copyright 2015 Digital Leadership GmbH 91 1.  Segment your customers 2.  Understand your customer’s real need 3.  Abstract to get the full picture 4.  Undertand business goals 5.  Define a vision combining user & business 6.  Design a solution & for the interaction 7.  Place it on a roadmap *Key steps of the Digital Leadership Strategy Build Framework.
  92. 92. © Copyright 2015 Digital Leadership GmbH 92 to be continued… Und dann haben Sie die Mittel in diesem Spiel mitzuspielen
  93. 93. Digital Leadership © Copyright 2015 Digital Leadership GmbH We have developed a complete approach and framework to STRATEGY Create superior digital strategies BUILD Build successful portals and digital products RUN Efficiently run digital organisation And we support our clients across all three stages.
  94. 94. Digital Leadership © Copyright 2015 Digital Leadership GmbH Stefan F. Dieffenbacher e-Mail: sd@digital-leadership.net web: www.digital-leadership.net blog: digital-business-reimagined.com twitter: /sfdieffenbacher twitter: /leading_digital Facebook: DigitalLeadership LinkedIn: stefanfdieffenbacher Slideshare: dieffenb Xing: StefanF_Dieffenbacher Be invited. Get in touch.
  95. 95. Digital Leadership © Copyright 2015 Digital Leadership GmbH Services & Consulting for Digital Leadership
  96. 96. Digital Leadership © Copyright 2015 Digital Leadership GmbH We’ll take you to the top. Stefan F. Dieffenbacher Executive MBA, PMP, CPM, Scrum Master Managing Director Digital Leadership GmbH Landsberger Straße 217 D-80687 München +49 (0)176 / 638 020 11 +49 (0)89 / 748 600 32 sd@digital-leadership.net www.digital-leadership.net mobile: office: e-mail: Internet: Alexander Schmid Dipl.-Inform. (FH) Partner Digital Leadership GmbH Landsberger Straße 217 D-80687 München +49 152 / 215 65 847 +49 (0)89 / 748 600 32 as@digital-leadership.net www.digital-leadership.net mobile: office: e-mail: Internet: Wir freuen uns auf spannende Gespräche und Herausforderungen im Bereich digital! Für mehr Informationen über das Digital Leadership Strategy Framework oder wenn Sie ein spannendes Thema mit uns diskutieren möchten: kontaktieren Sie uns jederzeit!

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