Provocative ideas to shape your digital strategy

@dcjarvis

provocativeprəˈvɒkətɪv/

adjective

1 causing anger or another strong

reaction, especially deliberately.

"a provocative speech"

This presentation is designed to provoke you into thinking differently about your digital strategy. You may not agree with all of it. That’s fine.

Peter Drucker

YOU CAN’T MANAGE WHAT YOU DON’T MEASURE.

Some digital people use this phrase to help persuade bosses that measurement is some kind of holy grail . That metrics will show you a path to customer centricity.

Monetate E-Commerce Quarterly, Nov 2016

If that were true, Google’s Checkout video wouldn’t be so funny, plus our conversion rates would be so much more appealing.

Monetate ECommerce Quarterly, Nov 2016

4 – 5%

4-5% conversion is something I could only dream of while I worked in travel…

David Jarvis aka DJ, 2017

IF YOUR WEBSITE WAS A STORE COLLEAGUE,

YOU’D FIRE THEM.If retail stores only achieved the same level as digital, you’d be having serious words with the staff.

Modern Toss, 2017

And here’s what I think is at the root of it. We’re measuring the wrong things.

NOT EVERYTHING THAT COUNTS CAN BE COUNTED.

William Bruce Cameron, 1963 (Note: NOT Einstein!)

Our Conversion Rate Optimisation doesn’t measure customer outcomes, it measures business outcomes.

- Luke Wroblewski, 2017 (@lukew)

You can see this everywhere. Twitter for example…

(HT to @lukew)

MEASURE CUSTOMER OUTCOMES

UNDERSTAND YOUR ORGANISATION AS

A SYSTEM

TAKE DIRECT ACTION ON THE

SYSTEM

IDENTIFY LEVERS FOR CHANGE

Check Plan Do

ELIMINATE WASTE

LET ‘WORKERS’ DESIGN THE WORK

The problem won’t be solved with a few A/B tests. We really need to do our jobs differently.

W Edwards Deming

95% OF PERFORMANCE IS DRIVEN BY THE SYSTEM,

NOT YOUR TEAM.Acting on the system rather than individual touchpoints is the way forward. Inspired by Dr W Edwards Deming.

But digital people – and perhaps people in general – like to stick to what we know. The wider end-to-end customer experience is often neglected.

John Seddon, Vanguard Consulting

THE COST OF ANY TRANSACTION IS IN THE FLOW,

NOT IN THE TRANSACTION ITSELF

When you treat customer interaction as a cost that needs to be slashed, you tend to add cost, not reduce it.

This is why many of our larger companies have become call centre factories. How frustrating is that??

The Shift Index 2016, Deloitte

“Return on Assets” for large US companies

Meanwhile companies don’t learn their lessons. Their return on assets has been plummeting for years.

Which plays very very nicely indeed into the hands of the one business that’s not playing the game by the same rules.

Amazon’s growth is legendary, yet the business effectively delivers no profit. Where does all the money go?

Here’s the answer - Amazon has the largest spend in R&D…

And yet the business is insulated from shareholder pressure. Whatever Amazon does, the share price goes up.

Meanwhile Amazon has a huge stock of cash ready to disrupt any sector or any industry at will . They’re the only retailer able to play a last man standing game.

Je! Bezos, 2013

THERE ARE 2 KINDS OF COMPANIES. THOSE THAT WORK TO TRY TO CHARGE MORE

AND THOSE THAT WORK TO CHARGE LESS. WE WILL BE THE SECOND.

In many ways, that’s the strategy. Amazon can undercut any company it chooses until we’re all out of business. Great!

Peter Drucker

THE PURPOSE OF A BUSINESS IS TO CREATE, AND RETAIN,

A CUSTOMER Back to Mr Drucker. If he’s right with this quote, we all need to work harder to focus on our customers if we’re going to repel Amazon.

David Jarvis (aka DJ), 2017

4 Rs OF DIGITAL DIRECTORS:

RE-PITCHRE-STRUCTURERE-PLATFORM

RESIGN And yet, here’s the kicker. There’s some of us who appear to be riding the bandwagon.

But that doesn’t need to be you, dear Slideshare or LinkedIn reader. You can zig while the others zag.

Thank you!

@dcjarvis

The question is: what are you going to do?