Employee Buy-in And Engagement Rewards For Digital Transformation

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Kenny Van Beeck & Miel Van OpstalEmakina Belgium

Corporate innovation through digital transformation

Employee buy-in & engagement rewards

June 2 , 2017

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Today’s digest

01 Change

02 Optimize

03 Validate

04 Engage

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The digital era is

the economy of abundance

01 CHANGE

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4 Change is the only constantHeraclitus

“

01 CHANGE

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Effective use of data,

to understand and serve audience needs,

has become a key competitive advantage.

01 CHANGE

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W. Edwards Deming

Without data you’re just

another person with an opinion

“

01 CHANGE

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7 Discover Define Demonstrate Deliver

02 OPTIMIZE

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To fight new players,incumbents must accellerate

their digital transformation.

CX EX+ =

02 OPTIMIZE

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Empoweryour employees

Engageyour customers

Optimizeyour operations

Transformyour product

Systems of intelligence

02 OPTIMIZE

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Highlight the opportunities employees

will enjoy as change ambassadors,

not only in terms of improving the

company’s trajectory

but

also by enriching their career history

and building their own personal brands

and reputations.

03 VALIDATE

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4 types of

employees

03 VALIDATE

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Policy

ProfilePurpose

Platform

Pulse

Progress

Perks

03 VALIDATE

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Rewards can drive

employee engagement,

stimulate ambition and

push performance

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Importance of the shape of the message:

sequential communication

03 VALIDATE

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Communication amplification

requirements for employees

Make key messaging accessible and shareable.

Clearly define the required skill sets of the employees.

Provide ample coaching & training.

Clearly define the expectations of the employees.

03 VALIDATE

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Essential elements to drive

innovation awareness & - intelligence

When a company uses volunteers rather than conscripts.

When it offers training on how to think about innovation.

When executives strike an authentic tone.

When energy- and community-building offline events

(such as workshops or weekly cafeteria sessions)

supplement the online discussions.

03 VALIDATE

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Gamification and / or reputation engine?

03 VALIDATE

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Employee

Engagement

Productivity

Enhancement

Efficiency

ImprovementInnovation

Enterprise

Gamification

Benefits

04 ENGAGE

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Gamification

04 ENGAGE

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Influencing employee behaviour through engaging experiences,

using game design principles

in decision-making applications and services.

Effective Gamification

04 ENGAGE

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Rewarding proxy behaviors will only

encourage those proxy behaviors.

The learner with the highest score

is not likely to be the user

that has learned the most.

QUALITY

QUANTITY

over

04 ENGAGE

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Intrinsic vs. extrinsic

motivation

04 ENGAGE

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Honor

Honesty

Authority

Stature

Trust

Integrity

Reputation

04 ENGAGE

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3 elements must converge in order

for a change in behaviour to occur:

Motivation

Ability

Trigger

04 ENGAGE

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Gamification doesn’t solve a problem

04 ENGAGE

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Do not

confuse activity

with success

04 ENGAGE

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People don’t buy your product,

they buy better versions of themselves.

04 ENGAGE

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Thank Youfor your attention

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729

P A R T N E R I N Y O U R D I G I T A L T R A N S F O R M A T I O N

W W W . E M A K I N A . C O M

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1O V E R V I E W

THE WORLD

AS WE

KNOW IT

32

45

HOW OUR

PHILOSOPHY F ITS

IN THAT WORLD

A GL IMPSE

BEHIND

THE SCENES

CASE

STUDIES

HOW EMAKINA

WALKS

THE TALK

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731

1

T H E W O R L D

A S W E

K N O W I T

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732

T H E D I G I T A L E R A H A S C H A N G E D O U R

L I V E S F U N D A M E N T A L L Y

P A R T 1 T H E W O R L D A S W E K N O W I T

I N A L W A Y S - O N

C O N N E C T I V I T Y M O D E

WE ARE

S C R E E N S , P L A T F O R M S ,

D E V I C E S , l O T

WE USE

T H A T “ S H A R I N G I S

C A R I N G ”

WE THINK

L I M I T L E S S ( P R I V A T E )

D A T A G A T H E R I N G

WE ACCEPT

C O N V E N I E N C E A N D

E X P E R I E N C E

E V E R Y W H E R E

WE EXPECT

needTo adapt!

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I N T H E D I G I T A L

W O R L D

O F C O M P L E X I T Y

A N D P L E N T Y


T H E Q U E S T I O N I S :

H O W T O C R E A T E

I N T E R A C T I O N

AT T R A C T I O N

D I S T I N C T I O N

L O YA LT Y

R E TA I N M E N T

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734

B E R E L E V A N T ,

B E S I M P L E ,

B E I N T E L L I G E N T ,


C R E A T E A U N I Q U E

C U S T O M E R E X P E R I E N C E

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735

2

H O W O U R

P H I L O S O P H Y F I T S

I N T H A T W O R L D

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P A R T 2 E M A K I N A P H I L O S O P H Y

W E P U T T H E

C U S T O M E R

A T T H E

C E N T R E

T H E E X P E R I E N C E

S H A R E I T

A S H A R E A B L E ,

H I G H Q U A L I T Y U S E R

E X P E R I E N C E

WHAT MATTERS

FOR A CUSTOMER?

WHAT DOES A CUSTOMER DO

WITH THAT EXPERIENCE?

WHAT DOES A BRAND

NEED TO DELIVER?

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W E C R E A T E

SHAREABLE,

HIGH QUALITY USER

EXPERIENCES

AN ESSENT IAL ,

SUSTAINABL E AND

PROF ITABL E COM PET IT IVE

ADVANTAGE

T HE ECOSYST EM

AND WHAT’S IN IT

FOR A BRAND?

IS THERE A MAGIC INGREDIENT

TO MAKE THIS HAPPEN?


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D I D Y O U S A Y

“ E C O S Y S T E M ”


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BIG DATA MAKES YOU BLIND,

SMART DATA MAKES YOU

SUCCESSFUL

SMART DATA + DECISION MAKING

= HUMAN DATA-DRIVEN

STRATEGY

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MOVE AWAY FROM CRM(CUSTOMER RELATIONSHIP M A N A G E M E N T )

TOWARDS PRM( P E R S O N A L R E L A T I O N S H I P M A N A G E M E N T )

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YOU ARE UNIQUE. SO ARE YOUR

CUSTOMERS:

DESIGN AND CREATE FOR UNIQUE

HUMAN BEHAVIOR

FORGET PASSE-PARTOUT SOLUTIONS

FORGET PERSONAS AND MASS TARGET GROUPS

FORGET A 360° CHANNEL APPROACH

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THE RIGHT

TOOLSFOR EMAKINA NO CHANNEL,

TOOL OR TECHNOLOGY IS OUT OF

REACH

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U N I Q U E U S E RE X P E R I E N C E

T O G E T H E R

WE CAN CREATE A

L E T T H E M A G I CH A P P E N

AND

FOR YOUR CUSTOMERS

W I T HSMART DATA,

PERSONAL RELATIONSHIPS,

THE RIGHT CHANNELS,

AND THE

RIGHT TOOLS

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3

H O W W E

W A L K

T H E T A L K

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W E H A V E

T H E E X P E R T SY O U N E E D

P A R T 3 H O W W E W A L K T H E T A L K

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G R O U P S O F E X P E R T S ( n o s i l o s a p p r o a c h )

A G I L E W A Y O F W O R K I N G ( e . g . s c r u m )

F O L L O W T H E U S E R J O U R N E Y

P A R T N E R S H I P W I T H L O N G T E R M A D D E D V A L U E

I M U N A : I n i t i a t e – M e a s u r e – U n d e r s t a n d – A c t

B E S T I N C L A S S C O M P A N Y

W I N N I N G C U S T O M E R E X P E R I E N C E

W E W ORK ACCORDING TO YOUR NEEDS AND

BUSINESS GOAL S

W E OF F ER ST RAT EGIC GUIDANCE AND

BUSINESS DEVEL OPM ENT

W E WANT YOU TO EXCEL


user

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W E H A V E

T H E E X P E R T I S EY O U N E E D


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INS IGHT S & ADVISORY SERVICES

Services - Consumers insights - Target research - Innovation workshops -

Qualitative and quantitative research - Social media analysis - User testing -

social trends - Ethnology - Pre and post-testing - …

W EB BUIL D ING

Business requirements - Functional analysis / User Stories / Product Roadmap -

Information architecture - Responsive web design - Content production - Website

development - Intranet & extranet - CMS implementation - IT

integration - Search Engine Optimization & traffic analysis - …

DIG ITAL M ARKET ING

Smart data - Data analysis - Analytics - Production - Strategic planning –

Strategic advice - Direct & inbound marketing - CRM - Social media marketing - …


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CONNECT ED CO M M ERCE

Studies & consulting – UX Design - Customer journey transformation -

Information Architecture - Master data - Deployment of connected trade

platforms - PIM / ERP software integration - Integration with logistics and

transport platforms - Activation and demand generation campaigns - Conversion

optimisation - Performance measurement – Hosting - …

CONT ENT PRODUCT ION

Social media strategy - community & conversation management - social CRM -

Tone of voice - DNS for brands - storytelling - gamification - engagement strategy

- activation - editorial management - ….

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750


APPL ICAT IONS - INNOVAT ION & DESIGN

Mobile apps - Touchscreens - Gestured controlled development -

Advergaming - Apple Watch & Android wear - IoT - Digital reality -

(Augmented reality - Virtual reality - Cardboard - 360° videos - Interactive

installations - Web apps - …

COM M UNICAT ION & BRANDS

Integrated cross-channel strategy - Comprehensive brand management - Strategic

planning - Differentiation - Business ideas – Ecosystems - Consumer insights -

Strategic tools – Innovation - Brand identity & positioning - Social media strategy -

Engagement platforms - …

M EDIA BUYING & M EDIA PL ANNING

Media strategy - Buying support - Media planning - Return on investment by

optimisation - Online publicity - Banner ads - Viral and buzz marketing –

Informercials - …

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4

E M A K I N A

B E H I N D

T H E S C E N E S

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752

A M S T E R D A M

V I E N N A

Z A G R E B

S A L Z B U R GZ U R I C H

L A U S A N N E

G E N E V A

L I M O G E S

P A R I S

B R U S S E L SA N D H E A D Q U A R T E R S

S T O C K H O L M

P A R T 4 E M A K I N A B E H I N D T H E S C E N E S

E M A K I N A G R O U P & B E L G I U M

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F A C T S & F I G U R E S

P A R T 4 E M A K I N A B E H I N D T H E S C E N E S

EMPLOYEES

800OFFICES

15COUNTRIES

9CONTINENTS

3

FULL-SERVICE

GROUP

360 5k 77.3 3

CLIENTS

PROJECTS / YEAR

MIO € TURNOVER

IN FY 2016

TOP-3 INDEPENDENT

EUROPEAN GROUPS

2006 800% 54,6%

LISTED ON

ALTERNEXT

10-YEAR

GROW TH

GROW TH OVER

LAST 3 YEARS

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5

C A S E

S T U D I E S

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P A R T 5 C A S E S T U D I E S

Successful transformation and transition to

the new brand

Plug & Play template in 6 language

versions

Dynamic content for 170 destinations

Reduced workload

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3

4

1

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A long journey with light refreshments

Progressively start segmenting

A seamless experience

Facilitating the CRM-teams

A continuous process

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The 4 SUNWEB-Challenges

The Customer Journey

Implicit and explicit data

Marketing Automation

The clear uplift of quality and performance

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758 THANK YOU

A L L T H E I M A G E S U S E D I N T H I S D O C U M E N T A R E F O R P R E S E N T A T I O N

P U R P O S E O N L Y A N D C A N ’ T B E U S E D

Presentations & Public Speaking

Employee Buy-in And Engagement Rewards For Digital Transformation