This document summarizes a presentation on digital transformation. It discusses how major companies like Starbucks, Gov.uk, John Lewis have digitally transformed through adopting new technologies, focusing on quick wins, being customer-focused, and backing innovation with budgets. Examples of digital transformations that increased online sales, donations, and engagement are provided. The presentation encourages organizations to consider their own digital before and after by learning from these industry leaders.

1. BEFORE
&AFTER
PRECEDENT // CHARITY COMMS
MAY 2015
LEARNING FROM THE PROS.
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL
DIGITAL TRANSFORMATION

2. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM

3. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM

4. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

5. LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE

6. BEFORE

7. BEFORE AFTER

11. @lindzeiy @precedentcomms #precsem
WHAT’S YOUR
BEFORE&
AFTER?

12. “In the last 5 years, the world
has moved faster outside the
business than in it.”
H O W W O U L D Y O U T R A N S F O R M ?
@lindzeiy @precedentcomms #precsem

13. “Our structure is too
cumbersome, decision
making too slow.”
H O W W O U L D Y O U T R A N S F O R M ?
@lindzeiy @precedentcomms #precsem

14. “We will be faster with
innovation, smarter with
taking risks, bolder with
moves that drive
transformation.”
H O W W O U L D Y O U T R A N S F O R M ?
@lindzeiy @precedentcomms #precsem

19. 20% MORE SPEND
THAN IN-STORE

20. @lindzeiy @precedentcomms #precsem
WHERESHOULDYOU
START?

21. @lindzeiy @precedentcomms #precsem
TOPSIXGLOBAL
TRENDS

22. ‘Global’ is achievable
and everyone’s a jetsetter.
1

23. Local, niche and personalised
are the new Big Business.
2

24. We experience life through
our devices.
3

25. Generation Z don’t want
what came before them.4

26. We’re about to be blindsided
by climate change.
5

27. Cybercrime is escalating and
no device or platform is safe.
6

28. IFYOUWEREFOUNDED
@lindzeiy @precedentcomms #precsem
HOWWOULDYOULOOK
TODAY?

29. VISION
MANAGEMENT
GRASSROOTS
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?
GRASSROOTS
@lindzeiy @precedentcomms #precsem
VISION
MANAGEMENT

30. VISION
MANAG
EMENT
GRASSR
OOTS
PRODUCT
@lindzeiy @precedentcomms #precsem
PEOPLE
PROCESS
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?

31. @lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?

32. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

33. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

34. BEFORE

35. BEFORE AFTER

38. SHARES UP FROM
$8 IN 2009 TO $89 NOW

39. LEARNING FROM
STARBUCKS
D I G I T A L T R A N S F O R M AT I O N
✱ Incentivise the adoption of digital tools.
✱ Make your website transactional and
not just informational.
✱ Use your website to connect people and
prove you’re listening.
@lindzeiy @precedentcomms #precsem

41. BEFORE

43. MORE ENGAGEMENT, LESS WORK &
A PLATFORM FOR GROWTH

44. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

45. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

47. Gov.uk example
• 25 things

48. “As the agent of the state we can do
things that are as good, if not better,
than the rest of the private sector.
I don't think people believed we could
do that 2 years ago.”
D I G I T A L T R A N S F O R M A T I O N
@lindzeiy @precedentcomms #precsem

49. LEARNING FROM
GOV.UK
D I G I T A L T R A N S F O R M AT I O N
✱ Adopt agile ways of launching new
technology and test constantly.
✱ Tackle the quick wins and must-haves
first – not everything at once.
✱ Be less inwardly focused: Use your
audiences as first word and final say.
@lindzeiy @precedentcomms #precsem

51. BEFORE

53. 8% INCREASE IN
CONVERSION

54. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

55. @lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE
&AFTER

56. BEFORE

57. BEFORE AFTER

61. £1 BILLION ONLINE

62. LEARNING FROM
JOHN LEWIS
D I G I T A L T R A N S F O R M AT I O N
✱ Use your website to harness and own
the end-to-end customer experience.
✱ Back innovation with real budgets.
✱ Don’t be afraid to kill off old ways of
working.
@lindzeiy @precedentcomms #precsem

64. BEFORE

66. 277% INCREASE IN
ONLINE DONATIONS

67. 40% INCREASE IN
F&E DONATIONS = £1M

68. 74% INCREASE IN
EVENT REGISTRATIONS

69. 25% INCREASE IN
HEART MATTERS SIGN-UPS

70. BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

71. LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE

72. @lindzeiy @precedentcomms #precsem
WHAT’S YOUR
BEFORE&
AFTER?

73. VISION
MANAGEMENT
GRASSROOTS
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?
GRASSROOTS
@lindzeiy @precedentcomms #precsem
VISION
MANAGEMENT

74. VISION
MANAG
EMENT
GRASSR
OOTS
PRODUCT
@lindzeiy @precedentcomms #precsem
PEOPLE
PROCESS
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?

75. @lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK IF YOU
WERE FOUNDED TODAY?

76. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

77. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM

78. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM

79. @lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX

80. QUESTIONS &
THANK YOU.
@lindzeiy @precedentcomms #precsem

81. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk

82. Digital
transformation
Conference
21 May 2015
London
#charitydigital
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