#cimdigital 2014 - ash roots
TRANSCRIPT
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CIM Digital Summit | Ash Roots | June 2014
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Contents
1. Me2. About a year ago3. What we’ve done4. Key learnings5. What’s next?
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Me
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@ashroots
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About a year ago
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About a year ago
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About a year ago | Starting from scratch
1. Easy to change quote & buy.2. Become agile. Fast & cheap to market.3. The quote & buy experience.4. A new digital foundation.
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About a year ago | Digital transformation
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What we’ve done
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What we’ve done | A team of digital experts | Over 50 new roles
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About a year ago | Built a load of sites | privilege.com | Dec 2013
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About a year ago | Built a load of sites | blog.greenflag.com | Jan 2014
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About a year ago | Built a load of sites | directline.com | Feb 2014
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About a year ago | Built a load of sites | privilege.com | Mar 2014
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About a year ago | Built a load of sites | dlglegalservices.com | Mar 2014
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About a year ago | Built a load of sites | DrivePlus portal & app | Apr & May 2014
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About a year ago | Built a load of sites | greenflag.com | Go live TBC
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About a year ago | Built a load of sites | Improved performance
10% 18%Mobile & tablet conversion Overall conversion
+ +
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Key learnings
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1. Buy in at all levels2. Building the right team3. Decisions without emotions4. Creating a digital culture
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Key learnings | Buy in at all levels | Comms campaign
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Key learnings | Buy in at all levels | Microsite
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Key learnings | Buy in at all levels | Involving people in development
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Key learnings | Buy in at all levels | Sharing data
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Key learnings | Buy in at all levels | Cloud based tools
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Key learnings | Buy in at all levels | Show not tell | Rapid prototyping
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Key learnings | Buy in at all levels | Show not tell | Rapid prototyping
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Key learnings | Buy in at all levels | Collaboration
Marketing Servicing
Comms Digital
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Key learnings | Buy in at all levels | Use brands to influence
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Key learnings | Buy in at all levels | Be brave and try different things
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Key learnings | Buy in at all levels | Be brave and try different things
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Key learnings | Buy in at all levels | Seed your ideas
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Key learnings | Building the right team | Right structure
Strategy Performance Insight Delivery Design
Bring the future closer Optimising commercialperformance
Insight at the heart Project management,content and build
Our in-housecreative team
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Key learnings | Building the right team | Key resources in house
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Key learnings | Building the right team | Clear mission
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Key learnings | Building the right team | Targeted recruitment approach
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Key learnings | Building the right team | Develop team
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Key learnings | Decisions without emotions State problem & agree objectives
Get all relevant parties in a room
Agree assessment criteria & prioritise
Agree sign off approach
Throw out the options
Timebox individual
investigations
Assess collectively, use independent
moderator
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Key learnings | Creating a digital culture | Digital mindset
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Key learnings | Creating a digital culture | Digital mindset
Digital transformation = culture change
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Key learnings | Creating a digital culture
“Culture is the patterns of behaviour that are
encouraged or discouraged by people
and systems over time – switch points”
– Ned Morse.
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Key learnings | Creating a digital culture | Have clear beliefs
Experimentation moves us forward.Data and insight drives performance.Put the customer experience first.Be open and collaborative with others.
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Key learnings | Creating a digital culture | Leadership & role modelling
Ted movement
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Key learnings | Creating a digital culture | Systems, symbols & processes
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What’s next?
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What’s next | The next 18 months
Optimisation and performanceNew features and functionality
23
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Thanks