How do you plan the digital transformation in your company? Speech of Mirco Cervi CDO @ Italian Design Brands, during the NetComm Lugano E-nnovation Summit in Design on 2019/06/18. Topic covered: - What is the digital transformation - Layers of Digital Transformation - Customer Experience and Customer Journey - The role of Culture in Digital Transformation - How the digital Transformation affect all business models - From linear organization to Exponential Organizations - Infrastructure to facilitate the transformation

1. DIGITAL TRANSFORMATION
Mirco Cervi Chief Digital and Transformation Officer,
@Italian Design Brands

2. DIGITAL TRANSFORMATION
The change associated with the
application of digital technology in all
aspects of human society: technology,
culture, creativity, social needs and
management.
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3. LAYERS OF DIGITAL TRANSFORMATION
Knowing from where to start
_customer experience
_culture
_business model
_organization & processes
_infrastructure
_leadership & capabilities
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4. LAYERS OF DIGITAL TRANSFORMATION
_customer experience
The customer experience is the product
of an interaction between an
organization and the customer over the
duration of their relationship:
Journey – Touch Points - Experience
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“DATAS: Wikipedia Eng

5. Digital Touchpoints
Plan & Experience Explore Purchase AdvocateDesire & Dream
Physical Touchpoints
Press & Catalogs
Fairs & Exib.
Digital Spaces
Social Network
Configurator
Traditional Shops
WebSite
Word of Mouth
Archi portals
Events
Distribution
Online Search
Online Shops
Corporate Showrooms
Family & Friends
Social Network
Digital Spaces
Customer Care
Pay & Track
Customer care
Shopping Exp.
LAYERS OF DIGITAL TRANSFORMATION
_customer experience – customer journey – touch points

6. LAYERS OF DIGITAL TRANSFORMATION
_culture: corporate culture evolution
It is not a matter of a faster,
automated or more efficient
«business as usual».
The cultural change drives the digital
transformation
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7. LAYERS OF DIGITAL TRANSFORMATION
_culture: corporate culture evolution
ANALOG CULTURE DIGITAL CULTURE
Defensive Attack
Customers are distant Customer Centric
Reporting and Past Real time and Insight
Risk averse Fail faster
Focus group User testing
Department Silos Cross-functional teams
In-house is the best Network of expertise
Our offers Customer needs

8. Infrastructure > 15%
Processes > 20%
Leadership > 30%
Customer Exp > 60%
Culture > 80%
LAYERS OF DIGITAL TRANSFORMATION
_culture: corporate culture evolution

9. LAYERS OF DIGITAL TRANSFORMATION
_business model: change of the way we do business
Digital Transformation is
Deceptive and Disruptive.
Is your business model ready for that?
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10. LAYERS OF DIGITAL TRANSFORMATION
_business model – before 2010
Press & ADV press Tv & Mass Adv
BUY
Friends &
Family
Architects &|
Interiors Designer
NUOVA
VALASSINA
DESIGN
SHOP
TOURDesign shops
CUSTOMER
Almost 100% buy
in brick&mortar
Company
Website
32%
EdilPortale.com – 2007
What inspires you when you
choose a piece of furniture?
<10%
38%
63%
42% 23%
DATAS: Edil portale, Federlegno 2017 Reports Luxury Experience

11. LAYERS OF DIGITAL TRANSFORMATION
_business model – after 2010
ARCHITECT
GOOGLE
SOCIAL
NETWORK
Shops, Images,
Locations, Portals
Facebook,
Instagram,
Pinterest
CUSTOMER
Search
BUY
Brick&
Mortar
Online
Shop
Influenced by
Influence
Facebook,
Instagram, Pinterest, Blog, websites,
web portals (Architonic,
Archiproducts…)
Influencer & Advocates
Adv on press Tv & Mass Adv
74% search before buy
luxury items
DATAS: True Luxury Experience 2017. Google Inisght 2018, Federlegno
arredo FLA report 2016. Graphics from Mirco Cervi
11
15-20 %
64 %
<30%

12. LAYERS OF DIGITAL TRANSFORMATION
_organization&processes: from organization to exponential
organizations
Digital transformation isn’t really about
technology it’s about organizational
agility
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13. LAYERS OF DIGITAL TRANSFORMATION
_organization&processes
• Select employees not for a specific job but for the agility
to change and cross the silos
• Share your Vision to create shared purpose
• Be open to outside suggestions and influences
• Distribute your decision-making
• To get culture you need to give culture
• Engage your internal customers, create champions and
cross functional digital teams
• Don’t be closed to open innovation

14. Infrastructure > 25%
Leadership > 25%
Culture > 40%
Processes > 40%
Int Cust. Exp > 50%
LAYERS OF DIGITAL TRANSFORMATION
_organization&processes

15. LAYERS OF DIGITAL TRANSFORMATION
_infrastructure
How can hardware and software
facilitate the change?
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16. LAYERS OF DIGITAL TRANSFORMATION
_infrastructure
CLOUD
CONNECTIONS
DATAS INSIGHT
CLIENT AND
CUSTOMER
PRIVACY SECURITY
BOTS AUTOMATION
DESIGN UI-UX
COMPANY
CRM
PIM

17. • Vision
• Communication
• Digital Literacy
• Strategy
• Innovation
• Risk-Taking
• Adaptability
• Talent Spotting
LAYERS OF DIGITAL TRANSFORMATION
_leadership&capabilities

18. Digital Transformation is a
complex and never-ending
journey
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“Mirco Cervi
Chief Digital & Transformation Officer
@IDB – Italian Design Brands