Tim Cockle, Head of Digital Services at Eduserv, talks about embracing digital at the CharityComms Digital Transformation event. Tim looks at the drivers for digital transformation, the different forms of digital transformation and the journey to achieving true digital transformation within charities.

1. Embracing the new digital reality
Tim Cockle
Head of Digital Services

2. Question time
What is your interest in digital
transformation?

3. Question time
We are actively engaging in
digital transformation

4. We have an aspiration for
digital transformation
Question time

5. We need convincing about the
need for digital transformation
Question time

6. I like chatting with people and
eating cake
Question time

7. Scene Setting

8. You might not have noticed –
Expectations are high!
Making the most out of our time – and in the moment
So… not just a large audience
but one that behaves differently
but mobiles are quite cool now…

9. TfL and utility companies opening up data to 3rd parties
who enhance their service
Find ways to improve the value of what you do through
eco-systems – focus on your core specialism
Eco-systems – operating differently
When planning holidays it is common to use multiple
aggregators and services
Amazon created a platform (consolidated demand)

10. Discipline and collaboration
– You get better results but it takes effort
Lean
– start small; learn from data and feedback
Experimentation is fundamental
– invest in learning something; don’t underestimate
Agility – how to thrive
the value in learning you were wrong

11. Framing digital transformation
- where do you want to be?

12. Digital transformation
can be BIG
Transformation at an organisational level
Changing what you invest in
– Uber doesn’t own vehicles & Airbnb has no estate
Changing how you operate internally and externally
– fundamental different business models
Changing the form of what you provide
– An iPod was a device now it is a service

13. Digital transformation
can beSMALL
Transformation at a service level
Changing how you deliver a service or product to
customers – but everything else stays the same
Focused effort on a particular issue or priority
challenge
However, can still deliver significant impact
– for example cost savings through channel shift

14. Digital transformation
can be
Focusing on front end experience
Customer engagement through context,
personalisation and omnichannel strategy
An area of growth and some mature thinking – still
challenging but range of agencies who can support
There are always quick wins

15. Digital extends into the backend and processes
Cross functional change program needed to
optimise around the customer
Needs a greater range of skills and capabilities and
arguable offers the greatest area of growth
Digital transformation
can be
More likely to require a range of partners to support
in any initiatives

16. Where are you coming from
- What is driving you
Are you a small young organisation
– born to digital
Are you responding to a threat (perceived or real)
– digital for survival
Are you focusing on improving your services
– digital for growth

17. MaturityYour progress on a journey

18. More than your digital arsenal
Culture – education all levels & share initiatives
Organisation – process redesign, people & skills
Technology – shared platforms, integration, robustness
Metrics – consistent customer focus

19. Champions & Acceleration Teams
– dedicated support for change
Acceleration Teams: support change
- Nestle, Renault, TUI
Digital Champions: work within department to facilitate
- several national charities
Requires
- senior support & funding

20. And that…
- Transformation should mean lasting change
- Transformation in itself is not the goal
- It is about organisation change, today this means
focusing on the customer
So…
Throughout the day frame the examples you hear
– also remember we all have different starting points

21. Thanks& questions / comments