Customer Driven Digital Transformation @chudders
Customer Driven Digital Transformation
@chudders
88% of companies report they are undergoing digital transformationALTIMETER GROUP
@chudders
84% of companies fail at transformationFORBES
@chudders
@chudders
A good understanding
of your customer
Best chances of transformation
success=
cxpartners is an experience design consultancy that transforms the organisations it works with through a deep understanding of people.
@chudders
@chudders
What is digital transformation?
@chudders
@chudders
It depends who you ask!
@chudders
Digital transformation is profound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience.BIZNOLOGY.COM
@chudders
Digital transformation is not new
@chudders credit : amazon.com
@chudders
eLearning
Why do companies fail to transform?
@chudders
70% of transformation programmes failMcKINSEY & COMPANY
84% of companies fail at transformationFORBES
2/3 of digital transformation projects failCONSULTANCY.UK
9/10 digital transformation projects will fail DIGITALJOURNAL.COM
@chudders
Lack of strategy & direction
@chudders
@chudders
WHY
HOW
WHAT
All the great inspirational leaders in the world think, act and communicate in exactly the same way, they communicate from the inside out…
What is your why?!
WHY : Your cause, purpose or belief
‘How great leaders inspire action’ - 34,726,228 views
‘The Golden Circle’ by Simon Sinek
Change fatigue
@chudders
Cultural inertia to change
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Transformation treated as a short term project
@chudders
@chudders
How can your customers help shape your transformation?
@chudders
The five domains of digital transformation
COMPETITIONCUSTOMERS VALUE DATA INNOVATION
Harness customer networks and reinvent the path to purchase in line with their real behaviours.
Customers have never been stronger influencers
@chudders
@chudders
Understand your customer
Make useful things that actually solve their problems
So you can
Here’s a really complicated strategy
@chudders
We believe that if we do X then Y will happen.
So what is the minimum we need to do to find out?
No one really knows what is going to happen.
Hypothesis
Learning Learning
MVP/ experimental approach
Requirements
Requirement led approach
Your customers can help you to experiment
@chudders
20,000 Additional site
visitors per month
80% cases solved to date
¤1.8m compensation claims to date
cxpartners have done wonderful work that has touched the core of the companyHEAD OF UX
@chudders
Here’s an idea…6 steps to customer driven digital transformation
@chudders
WHY
HOW
WHAT
1. Decide on your mission and purpose
2. Map out the user experience
An experience map shows your customers’ experience with
your company from end-to-end. It highlights pain points
and opportunities for improvement. It compares your
offering against your competitors. It provides a framework of
customer insight from which to drive innovative and
performance-enhancing change.
How ? Speak to people !The only people who can help you to develop leading products and services are those who experience them.
@chudders
Where is the journey broken for customers?
What are people trying to do?
How to people’s emotions change along the journey?
Where are the competition beating us?
Where are the key moments in the journey?
3. Identify the key problem areas to fix
Where are our business processes broken?
BETA 1.0 2.0Online photo
management and sharing
Share, organise and express yourself through photos
A brand for visual expression and exploration
NEW FEATURES
Upload Store View Tag
Share Contacts
Interestingness Organiser
Geo-tagging Order prints
Blog integration Mobile app
Events Travel groups
Local
Free accounts Premium accounts
Printing Advertising
Partnerships Licensing fees
Granular Focus
Clear Scope
Can be spec’d
In-flexible
Wider Focus
Can be story-boarded
Loose Scope
Some Flexibility Flexible
High Level
Broad Scope
User needs
can be described
NOW NEXT FUTURE
4. Create roadmap to prioritise work & guide transformation
With a clear view of customer needs, you can start to build a
roadmap that helps to answer questions such as:
What delivers value to customers, value to the business and
fits with the technical and operational capability?
How do you move services from ‘set the direction’ to ‘build
capability’ to ‘deliver at scale’?
5. Transform ‘little and often’
We believe that if we do X then Y will happen.
So what is the minimum we need to do to find out?
Hypothesis
No one really knows what is going to happen.
Learning via
customer research
Learning via
customer research
@chudders
6. Adopt an experimental mindset and make stuff quickly!
@chudders
41 2 3
Discover Alpha Beta LiveLearn about user and business needs and understand constraints.
Prototyping an early solution with a small group of users.
Build a version of the service that can be tested with a wider group of users.
Iterating on the live service based on further testing and data.
Build the right thing Build the thing right
Thank you !
@chudders