The word “digital” is hurting your results Learn to stop using it Jen Travis Slalom
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The word “digital” is hurting your resultsLearn to stop using it
Jen TravisSlalom
Digital
https://en.wiktionary.org/wiki/digital
digital (not comparable)
1. Having to do with digits (fingers or toes); performed with a finger.
2. Property of representing values as discrete, usually binary, numbers rather than a
continuous spectrum.
• digital computer; digital clock
3. Of or relating to computers or the Information Age.
• Digital payment systems are replacing cash transactions.
Digital
https://en.wiktionary.org/wiki/digital
Wikipedia entries
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In the Beginning: Digital = IT
Early 1990’s Org Chart
Marketing
Packaging Advertising Public Relations
IT
Network Administration
Website
Late 1990’s:Digital =
Commerce
Late 1990’s Org Chart
Marketing
Brand Product Public Relations
IT(Engineering)
Network Administration
Website Business Logic
Mid 2000’s:Digital = New
Channels
Mid 2000’s Org Chart
Marketing
Traditional Marketing Digital Marketing
IT(Developers & Admins)
Network Administration
Website Applications
Public Relation
Offline Advertising
SEOSocial Media
iPhone Era: Digital = Experience
What “digital” means todayAnd, how we can lose the word for good.
Digital = Everything and Nothing
A digital focus blocks our line of sight
Quote from actual mobile app review for hotel app:
“This is a royal pain. I am not sure it is worth the mobile check in if I have to visit the front desk later in the week to get my key re-instated.”
Today’s Org Chart
DigitalEverything
Else
Design
Marketing Development
Sales
Customer Service Billing
Facilities
Amazing Customer
Experience
Today -Forward
2010+Early
2000’sLate
1990’s
IT
Marketing ITChief
Digital Officer
Chief Marketing
Officer
Chief Customer
Experience Officer
Marketing
The Evolution of the Org to Support Digital
Search Book Plan Check-in Stay Checkout
Marketing / IT SalesMarketing /
SalesFrontline Staff
Product / Housekeeping
Frontline Staff
Advertising
Website
Website
IVR / Phone
Mobile App
Website
Mobile App
Front Desk
Bell Desk
Bed, amenities, pillows
Cleanliness
Service
Mobile App
Front Desk
Customer Journey Map
Customer Concerns
What’s the best deal?
What hotel has everything I
need?
How easy is it to book?
How will I know if it’s a good
deal?
What can we do nearby?
What does the hotel offer?
How long will this take?
Will my room be ready?
Does the room have everything
I need?
Is it clean and will they wake
me up?
Can I check out late?
Is it a hassle to get my bill?
Amazing Customer
Experience
Sales
Product
ITCustomer Support
MarketingTomorrow’s Team-Based
Approach
Cutting the Cord
1. Define the overall brand experience
2. Map out critical customer journeys
3. Create cross-functional journey teams
4. Let “digital” fade into the background
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