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Businesses, today, are undertaking digital transformation to retain their competitive edge and to build their “digital advantage”. While organizations have ramped up their investments in digital tools and technologies, two-thirds of digital transformation projects fail mainly due to workforce behavioral issues. Our latest research with the MIT Centre for Digital Business indicates that 55% of companies surveyed cited company culture, particularly the challenge of encouraging employees to be receptive to changes in their jobs, to be a major barrier to realization of their digital transformation program. At Capgemini we believe that the use of gamification in an enterprise context, if designed and implemented effectively can help in accelerating the digital transformation of organizations by driving employee engagement and supporting change management in these initiatives. As gamification comes out of its nascence and tools to implement enterprise gamification become more prevalent, we believe now is the right time for firms to evaluate and consider use of gamification techniques to accelerate their digitally enabled business transformation. In this talk we explore the role of gamification in building digital advantage.
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THE ROLE OF ENTERPRISE GAMIFICATION IN BUILDING THE DIGITAL ADVANTAGE
DIGITAL LEADERS OUTPERFORM THEIR PEERS IN EVERY INDUSTRY
Transform to the power of digital
@MaggieBuggie Gsummit 17. 4. 2013
Copyright © 2013 Capgemini Consulting
The pace of change is accelerating and we find ourselves at a very interesting and exciting cross-roads
Pace of change Psychology and motivation
Technology accessibility Maturity of
Social
@MaggieBuggie
Copyright © 2013 Capgemini Consulting
The enterprise needs to address key gaps which we have found contribute to the failure of their digital transformation initiatives
Source: “Digital Transformation: A Roadmap for Billion Dollar Organizations”, Capgemini Consulting and MIT Center for Digital Business, 2011
Missing Skills
77%
Culture Issues
55%
Ineffective IT
50%
@MaggieBuggie
Copyright © 2013 Capgemini Consulting
Enterprise Gamification
Change Management
Employee Engagement
Employee Training
and Learning
Innovation
Process Efficiency
The how of digital transformation is more important for driving overall performance. Enterprise Gamification can help drive faster business case realization
@MaggieBuggie
Source: “Let the games begin. Using Gamification Mechanics to Drive Digital Transformation ”, Maggie Buggie, Capgemini Consulting 2013
Copyright © 2013 Capgemini Consulting
Organisations are digitally transforming three key areas of their companies’ value proposition
Customer understanding • Analytics-based segmentation • Socially-informed knowledge
Digital Globalisation • Enterprise Integration • Redistribution decision authority • Shared digital services
New Digital Businesses • Digital products • Reshaping organisational
boundaries
Worker enablement • Working anywhere anytime • Broader and faster communication • Community knowledge sharing
Customer touch points • Customer service • Cross-channel coherence • Self service
Digitally-modified businesses
• Product/service augmentation • Transitioning physical to digital • Digital wrappers
Performance management • Operational transparency • Data-driven decision-making
Top line growth • Digitally-enhanced selling • Predictive marketing • Streamlined customer processes
Process digitalisation • Performance improvement • New features
Digital Capabilities
Customer Experience
e Operational
Processes e
Business Model
• Unified Data and Processes • Analytics Capability
• Business and IT Integration • Solution Delivery
Source: Capgemini Consulting-MIT Analysis – Digital Transformation: A roadmap for billion-dollar organisations (c) 2013
@MaggieBuggie
Copyright © 2013 Capgemini Consulting
The DNA of digital leaders is exhibited in two areas: Digital Intensity and Transformation Management Intensity
Digital Intensity Transformation Management Intensity
Technology-enabled initiatives in:
• Customer Experience
• Internal Operations
• Business models
• Core digital capabilities
Leadership capabilities including:
• Vision
• Governance
• Engagement
• IT-Business Relationships
• Change management
@MaggieBuggie
Copyright © 2013 Capgemini Consulting
Building the Digital Advantage….
This is not for us!
@MaggieBuggie
Dig
ital
inte
nsi
ty
Transformation management intensity
Beginners
Copyright © 2013 Capgemini Consulting
Building the Digital Advantage….
digital
This is not for us!
digital digital
digital
digital
digital
@MaggieBuggie
Dig
ital
inte
nsi
ty
Transformation management intensity
Beginners
Fashionistas
Copyright © 2013 Capgemini Consulting
Building the Digital Advantage….
digital
This is not for us!
digital digital
digital
digital
digital
Analogue Transformation
@MaggieBuggie
Dig
ital
inte
nsi
ty
Transformation management intensity
Beginners
Fashionistas
Conservatives
Copyright © 2013 Capgemini Consulting
Building the Digital Advantage….
digital
This is not for us!
digital digital
digital
digital
digital
Analogue Transformation
Digerati! GROWTH + 9 % PROFIT + 26 % MARKET VALUE + 12 %
@MaggieBuggie
Dig
ital
inte
nsi
ty
Transformation management intensity
Beginners
Fashionistas
Conservatives
Copyright © 2013 Capgemini Consulting
Some industries are more mature than others…
Banking
Consumer Packaged Goods
Insurance
Manufacturing
Pharmaceuticals
Retail
High Technology
Telecoms
Travel and hospitality
Utilities
Average industry
maturity:
Telcos • Fast to launch digital initiatives • Need to integrate and align initiatives
across silos Retailers • Strong in social and mobile • Need to focus on cross-channel
consistency, worker enablement and analytics
Manufacturers • See less opportunity / threat in digital
transformation • Need a transformative digital vision and
the leadership drive to develop impetus
Insurers • Strong digital governance
capabilities, but • Regulatory worries and a risk-
averse culture
@MaggieBuggie
Beginners
Fashionistas
Conservatives
Digerati
Source: Capgemini Consulting-MIT Analysis – Digital Transformation: A roadmap for billion-dollar organisations (c) 2013
Copyright © 2013 Capgemini Consulting
At the core of every successful digital transformation initiative is people
Key Success Factors
Adopt an Iterative
Approach
Proactively
Manage
Game
Completion
Continuously
Measure
and Adjust
Set up Internal
Capabilities
Define the User
Group
Identify a Clear Goal
Major Insurer: How to provide customer centric insurance advice?
Market Leading Retail Bank: How to become the world leading “digital bank with branches by 2016”? Analogue Food Retailer:
How to move from mono channel bricks and mortar service provision to an all-channel offering? Global Power Utility:
How to transform customer service operations at an affordable cost to serve?
@MaggieBuggie
Top Global Luxury Retailer: How to maintain the pace of change and innovation required to be a world leader?
Key Success Factors for Enterprise Gamification
Copyright © 2013 Capgemini Consulting
Thank you
@MaggieBuggie
How digital leaders
outperform their peers in
every industry
Let the Games Begin
Using Gamification
Mechanics to Drive Digital
Transformation
The Digital Advantage
Find out more on www.capgemini-consulting.com More than 100.000 visitors per month
‘Capgemini Consulting is the sole digital specialist in the consulting market. Its digital specialist model has delivered the strongest all-around capability set’. Kennedy Research, March 2013
