Customer journey, digital assets, and channels

mr

“CustomerJourney,DigitalAssets,andChannels.Asuitableshorthandfordigitaltransforma9on?”

MarcoRyan

mr

Socialme:feelfreetotweet&connect

@marcoryan

www.marcoryan.com

uk.linkedin.com/in/marcoryan

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mr

TherealimpactofbeingCustomerObsessed

•  Weneedtomovebeyondthehyperbole

•  Weneedtounderstandtheimpactofthisonpeople,processandtechnology(akatransforma9on)

•  WeneedashiOinmindsetaroundGovernanceandData

•  WeneedtomoveawayfromChannelthinkingtointegratedexperiences.

“Inthis‘ageofthecustomer’,theonlysustainablecompe;;veadvantageisinbecomingcustomerobsessed,andthisdoesnotmean

crea;ngbroadstrategiesofhowtogetclosetothecustomer.

Itmeansrefactoringtheorganiza;on,fromtheLeadershiptothetechnology.Itmeansrethinkingourcorporateperspec;veofDataas

anasset”

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mr

Trendsimpac9ngacustomercentricblueprint?

Genera9on–n

IOT

Atomiza9onofApps DigitalTransforma9on

SMACBusinessmodels

Mobility

Designthinking

Wewillfocusonjust3ofthosetoday

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mr

KeyDisrup9veTrends#1: Genera9on-n

Genera9on-nThe“needsbased”genera;on

Relevancy Simplicity Lifestyle Immediacy

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mr

Genera9on-nandtheCustomerExperienceIceberg

RelevancySimplicity

LifestyleImmediacy

DesignThinking

InsightatScale

AgileIntegra;on

UnstructuredParsing

MachineLearning

CustomerObsession

“Thecustomerjourneyisnolongeraboutmappingdisparatetouchpoints,buttakingaunifiedviewofeveryinterac9onacustomerhaswithabrand,andthenstrategicallydesigningandreinforcing

theseinterac9onsatkey‘momentsoftruth’throughoutthecustomerlifecycle.

DataFusion

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mr

KeyDisrup9veTrend#2: DesignThinking

SOWHAT?♦  Emo9onalresponsesbuildloyalty.Designthinking

ensuresproductsandservicesdrivehighloyalty.

♦  OOenRequireculturalshiOandsome9mesleadstoorganiza9onalchange

♦  ProductsareoOensimpler,morefocusedbutalwaysmorerelevant

EXAMPLES♦  Nest,Square,Disney,GE,IBM,Apple

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mr

KeyDisrup9veTrend#3: DigitalTransforma9on

SOWHAT?♦  NeedsCEOleadershiptosucceed

♦  Culturechangeiscri9calasDigitalneedstobepervasiveacrossorganiza9on

♦  FundamentallydifferentfromDigi9za9on

♦  Formanyorganiza9onsfailuretotransformwillleadtodisappearance

♦  Some9mesdifficultto“changethewingsoftheaircraOinflight”

EXAMPLES♦  AxelSpringer,Delta,AirNewZealand,Thomas

Cook

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mr

WhatAreTheTypicalCharacteris9csOfADigitalEnabledCompany?

TalentandleadershipSuppor9nginternalprocessesOrganisa9on

Internalcollabora9onacrossfunc9onsandhighperformingcultureRiskappe9teregardingdigitalini9a9vesSpeedofdecisionmakingandagilityofdigitalorganiza9on

Accessofcapabili9esthroughexternalpartnerships

Promo9onof"testandlearn"environment

Cultureandmindsets

Bold,long-termorienta9onAbilitytoaddresscustomerneed

LinkagetooverallcorporatestrategyStrategy

Digitalcontentcrea9on/innova9onstrategyDigitalcustomerexperienceapplica9onDecisionmaking/dataanaly9csTechnologyinfrastructureandgrowthmanagement

Automa9onofcustomerac9vi9esandbackoffice

Overallcapacityandchannelusage

Capabili9es

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mr

Dataasanasset

AnalogTradi9onalchannelSilo‘d

Digi9singMul9-channelmonologue

DigitalOmni-channeldialogue

TheDigitalTippingPoint–Data’simpactonsystemarchitectureevolu9on

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Scalable,Datarich,OpenTechnologyarchitecture

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mr

Lessomnichannel,morerelevantpersonalisa9on

Channelthinkingisreplacedbydigitalexperiencesthataredeviceagnos9c,loca9on

specific,real-9me,collabora9veandpersonalized…

…butthisplacesgreaterdemandsonanaly9cs,culturalagilityandopera9ngflexibility

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mr

Broadeningofservices,basedondatafusion

Exponen9algrowthinsensory,seman9candunstructureddataneedstobefusedwithinsighttogeneratenew“as-a-service”businessmodels

…butthisplacesgreaterdemandsonsystemsarchitecture,scalability

andrelevance

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mr

Rethinkingtrust&inspira9oninsideandout

Themyriadofopportuni9estodelight

andfrustratethecustomerrequiresadesignledapproach…

…butinsidetheorganisa9onthisisasmuchabouthowthe

leadershiptransformtheopera9ngmodelandculturetodeliverthe

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mr

SowhatdoesbeingCustomerobsessedrequire?

•  NeeddeepunderstandingthekeydisruptorsoutsideofjustIT

•  Refactortheorganiza9onculturally

•  AddresstheLeadershipchallengearoundDataasasset

•  Scalable,Real-9me,DataintenseITArchitectureasapriority

•  Digitaltransforma9onisaCEOissue

“Inthis‘ageofthecustomer’,theonlysustainablecompe;;veadvantageisinbecomingcustomerobsessed,andthisdoesnotmean

crea;ngbroadstrategiesofhowtogetclosetothecustomer.

Itmeansrefactoringtheorganiza;on,fromtheLeadershiptothetechnology.Itmeansrethinkingourcorporateperspec;veofDataas

anasset”

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mrThankyou

@marcoryan

www.marcoryan.com

uk.linkedin.com/in/marcoryan

www.marcoryanphotography.com

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