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Transform DMI 2015: Stop thinking silos, start thinking eco-systems

The landscape of digital is a demanding one. The last 5 years has seen some of the most fundamental shifts in how organisations are changing to meet the needs, demands and opportunities presented in this digital age. Transform's digital maturity index, DMI 2015, features the views of 227 digital leaders and includes insights from Matt Watkinson, author of The Ten Principles Behind Great Customer Experiences.

Transform DMI 2015: Stop thinking silos, start thinking eco-systems

  1. 1. WELCOME & AGENDA DIGITAL MATURITY 2015 WELCOME OVERVIEW OF DMI 2015 KEYNOTE: MATT WATKINSON, CX & THE VALUE PROPOSITION Q&A WITH MATT NETWORKING & DRINKS 01 02 03 04 05
  2. 2. ABOUT OUR DIGITAL MATURITY INDEX DIGITAL MATURITY 2015
  3. 3. THE DIGITAL ECO-SYSTEM CULTURE & ORGANISATION TECHNOLOGY CHANNELS STRATEGY CUSTOMERS DIGITAL MATURITY 2015 More relevant than ever as a way of looking at digital – how to plan for it, organise for it, and deliver it Expectations have increased with success These challenges and opportunities are no longer one dimensional, cannot affect change in one area alone But there is still room for improvement within the model … (or so I’m told) Customers are more engaged, informed and connected than ever – and expect every link in the chain to be joined Organisations are moving digital front and centre, and are used to seeing digital deliver YOY growth #digitalmaturity2015
  4. 4. WHAT ABOUT DATA?
  5. 5. WHERE IS ORGANISATION?
  6. 6. IS CHANNEL STILL VALID?
  7. 7. KEY THEMES OF DMI 2015 CULTURE & ORGANISATION TECHNOLOGY CHANNELS STRATEGY CUSTOMERS DIGITAL MATURITY
  8. 8. TWO STEPS FORWARD, ONE STEP BACK Channels fully integrated: Board level buy in: Centre of excellence: 2014 2014 2014 2015 2015 2015 #digitalmaturity2015
  9. 9. THERE IS A GAP BETWEEN THE LEVEL OF CUSTOMER EXPERIENCE BEING DELIVERED AND THE OTHER AREAS OF THE ECO-SYSTEM. THERE IS A GAP BETWEEN THE LEVEL OF CUSTOMER CUSTOMER EXPERIENCE BEING DELIVERED AND THE AND OTHER AREAS OF THE ECO-SYSTEM YOUR SEAM IS SHOWING #digitalmaturity2015
  10. 10. GOOD IS THE ENEMY OF GREAT 1 2% O RGANISATIO N SCORE 4 7% 5 6% 9 12% 10 6% 6 16% 7 24% 8 27% 2 0% 3 0% O RGANISATIO N SCORE O RGANISATIO N SCORE O RGANISATIO N SCORE O RGANISATIO NSCORE O RGANISATIO N SCORE O RGANISATIO N SCORE O RGANISATIO N SCORE O RGANISATIO N SCORE O RGANISATIO N SCORE 7.0 AVERAGE OVERALL DIGITAL MATURITY SCORE SCORE #digitalmaturity2015
  11. 11. MANIFESTO DIGITAL MATURITY 2015
  12. 12. STRATEGY 01 02 A vision needs a strategy and a strategy needs a plan. Digital is not yet at operational business as usual. In the digital technology sweet shop the best strategies define what you don’t do, as much as what you do. Be brave enough to focus. #digitalmaturity2015
  13. 13. 03 04 How you’re organised is less important than how you operate, and getting the culture right is essential. Digital cultural maturity requires action as well as vision and organisations must recruit and train non-digital roles to succeed in the digital world. CULTURE & ORGANISATION #digitalmaturity2015
  14. 14. 05 06 Adopting agile methodologies can deliver benefits to both process and outcome but they must be aligned to other elements of the eco-system. Technology as an enabler of digital is better understood and more appreciated than ever. But there is still work to be done in delivering efficiencies and effectiveness, as well as future capability. TECHNOLOGY #digitalmaturity2015
  15. 15. 07 08 The ability and willingness to refrain from entering new channels or chase new devices may be the path to differentiation in the future. Delivering excellence in a few channels rather than being ok in them all. New metrics are required to measure customers in terms of journeys, lifetime value or cost-per-interaction - delivering these will require significant change and take time. CHANNELS #digitalmaturity2015
  16. 16. 09 10 Customer-centricity needs to be delivered in balance with the wider eco-system. If your organisation isn’t aligned to address customer needs, then … you won’t Understanding customer needs and motivations augments rather than replaces testing. The digitally mature organisation will understand what the customer wants and validate that the end result is what they need. CUSTOMERS #digitalmaturity2015
  17. 17. #digitalmaturity2015

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