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Digital strategy is often thought of in terms of e-marketing or channels such as social media. But the impact of digital technology is being felt at a transformational level across all aspects of the business. Technology permeates every aspect of our daily lives and it is this movement that is forcing businesses to rethink how they engage with their stakeholders, partners and staff and how they serve their customer at every stage of the lifecycle.
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… AND COMMON CHALLENGES PUSHING ORGANIZATIONS TOWARDS A HOLISTIC DIGITAL BUSINESS STRATEGY
@StratfordMgrsDTwww.StratfordManagers.com
Organizations with High #Digital
How can organizations leverage technology to succeed, to serve, to create competitive advantage.
How you adapt to change
How you identify opportunities
How you execute
How you lead through change
The HOW is more important than the WHAT
@StratfordMgrsDT 3
Many channels (digital AND physical).
High consumer expectations
Some you own, some you don’t… think reviews, social, consumer ratings etc.
How do you manage across different functions or departments?
Pain Point: The Customer Experience
@StratfordMgrsDT 4
Data/
Analytics
Processes
Customer
feedback
Content/
StrategyPeople
Technology
People, processes and tools behind every channel
According to the International Data
Corporation, just 3% of all global data is
currently tagged and ready for
manipulation and only 0.5% is used for
analysis.
Paint Point:Data. Lots of it but little insight.
@StratfordMgrsDT
@StratfordMgrsDT 7
Paint Point: Who owns digital?
It took 70 years for telephones to reach 50% of households
28 years for radio to reach 50% of households 10 years for internet access It took Facebook 852 days It took twitter 780 days It only took Google 16 days to reach 10 million users
Source: The digitization of everything - Ernst & Young
Pain Point: No speed bumps…
@StratfordMgrsDT 8
So what ARE organizations doing to build their #DigitalMuscles? #DigitalIQ
Relentless focus on understanding customer behavior, how they want to do business with you now, and in the future
Rebooting the Customer experience#CustomerJourney
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OUTSIDE IN APPROACH
DATA AND ANALYTICS
OPTMIZE
DIGITAL AND
PHYSICAL
STRATEGIC CHOICES OF
DIGITAL CHANNELS
Journey Mapping, customer
understanding, crowdsourcing.
Data driven decisions. Integrated analytics.
Online Services/enhance
physical services with digital. Launch new
services
Social, mobile, apps, web etc.
Change and results will come from people knowing what the organization is striving
for and what is expected of them.
Vision and Governance
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CASE STUDY: VOLVO and the Connected Vehicle
New BFFs
CMO is expected to lead in improving marketing effectiveness and creating greater customer insights…
Traditionally, head of IT has the last word on all things technology…
….the most important function for marketing to align with in this digital
shift is I.T.
Almost everything can be measured. But what is meaningful? Data is to
organizations what Gatorade is to an athlete.
Fueled by Data.
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Data helps you to see around corners…
Organizations with high digital IQs, don’t excel in ALL channels. They make choices.
Relentless Prioritization#DigitalRoadMap
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Break silos. Work together to decide how to remove obstacles. Think Big. Start Small.
#FailFast.
Flexible. Nimble. Quick to Adapt.
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1. Place the customer above all else
2. Vision and governance
3. Data driven decisions
4. Ruthless Prioritization. Digital Road Map
5. Quick to adapt. Fail fast
Recap: Characteristics of High Digital IQ
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So Now Over to You: Flex Your #DigitalMuscles and Raise Your Organization’s IQ! YES? COMMENTS?
