customer journey, digital assets, and channels
TRANSCRIPT
mr
“CustomerJourney,DigitalAssets,andChannels.Asuitableshorthandfordigitaltransforma9on?”
MarcoRyan
mr
Socialme:feelfreetotweet&connect
@marcoryan
www.marcoryan.com
uk.linkedin.com/in/marcoryan
www.marcoryanphotography.com
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mr
TherealimpactofbeingCustomerObsessed
• Weneedtomovebeyondthehyperbole
• Weneedtounderstandtheimpactofthisonpeople,processandtechnology(akatransforma9on)
• WeneedashiOinmindsetaroundGovernanceandData
• WeneedtomoveawayfromChannelthinkingtointegratedexperiences.
“Inthis‘ageofthecustomer’,theonlysustainablecompe;;veadvantageisinbecomingcustomerobsessed,andthisdoesnotmean
crea;ngbroadstrategiesofhowtogetclosetothecustomer.
Itmeansrefactoringtheorganiza;on,fromtheLeadershiptothetechnology.Itmeansrethinkingourcorporateperspec;veofDataas
anasset”
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mr
Trendsimpac9ngacustomercentricblueprint?
Genera9on–n
IOT
Atomiza9onofApps DigitalTransforma9on
SMACBusinessmodels
Mobility
Designthinking
Wewillfocusonjust3ofthosetoday
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mr
KeyDisrup9veTrends#1: Genera9on-n
Genera9on-nThe“needsbased”genera;on
Relevancy Simplicity Lifestyle Immediacy
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Genera9on-nandtheCustomerExperienceIceberg
RelevancySimplicity
LifestyleImmediacy
DesignThinking
InsightatScale
AgileIntegra;on
UnstructuredParsing
MachineLearning
CustomerObsession
“Thecustomerjourneyisnolongeraboutmappingdisparatetouchpoints,buttakingaunifiedviewofeveryinterac9onacustomerhaswithabrand,andthenstrategicallydesigningandreinforcing
theseinterac9onsatkey‘momentsoftruth’throughoutthecustomerlifecycle.
DataFusion
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mr
KeyDisrup9veTrend#2: DesignThinking
SOWHAT?♦ Emo9onalresponsesbuildloyalty.Designthinking
ensuresproductsandservicesdrivehighloyalty.
♦ OOenRequireculturalshiOandsome9mesleadstoorganiza9onalchange
♦ ProductsareoOensimpler,morefocusedbutalwaysmorerelevant
EXAMPLES♦ Nest,Square,Disney,GE,IBM,Apple
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KeyDisrup9veTrend#3: DigitalTransforma9on
SOWHAT?♦ NeedsCEOleadershiptosucceed
♦ Culturechangeiscri9calasDigitalneedstobepervasiveacrossorganiza9on
♦ FundamentallydifferentfromDigi9za9on
♦ Formanyorganiza9onsfailuretotransformwillleadtodisappearance
♦ Some9mesdifficultto“changethewingsoftheaircraOinflight”
EXAMPLES♦ AxelSpringer,Delta,AirNewZealand,Thomas
Cook
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mr
WhatAreTheTypicalCharacteris9csOfADigitalEnabledCompany?
TalentandleadershipSuppor9nginternalprocessesOrganisa9on
Internalcollabora9onacrossfunc9onsandhighperformingcultureRiskappe9teregardingdigitalini9a9vesSpeedofdecisionmakingandagilityofdigitalorganiza9on
Accessofcapabili9esthroughexternalpartnerships
Promo9onof"testandlearn"environment
Cultureandmindsets
Bold,long-termorienta9onAbilitytoaddresscustomerneed
LinkagetooverallcorporatestrategyStrategy
Digitalcontentcrea9on/innova9onstrategyDigitalcustomerexperienceapplica9onDecisionmaking/dataanaly9csTechnologyinfrastructureandgrowthmanagement
Automa9onofcustomerac9vi9esandbackoffice
Overallcapacityandchannelusage
Capabili9es
Copyright2015McKinsey&Co ©2016Copyrightmarcoryan.com 9
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Dataasanasset
AnalogTradi9onalchannelSilo‘d
Digi9singMul9-channelmonologue
DigitalOmni-channeldialogue
TheDigitalTippingPoint–Data’simpactonsystemarchitectureevolu9on
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Scalable,Datarich,OpenTechnologyarchitecture
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Lessomnichannel,morerelevantpersonalisa9on
Channelthinkingisreplacedbydigitalexperiencesthataredeviceagnos9c,loca9on
specific,real-9me,collabora9veandpersonalized…
…butthisplacesgreaterdemandsonanaly9cs,culturalagilityandopera9ngflexibility
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Broadeningofservices,basedondatafusion
Exponen9algrowthinsensory,seman9candunstructureddataneedstobefusedwithinsighttogeneratenew“as-a-service”businessmodels
…butthisplacesgreaterdemandsonsystemsarchitecture,scalability
andrelevance
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Rethinkingtrust&inspira9oninsideandout
Themyriadofopportuni9estodelight
andfrustratethecustomerrequiresadesignledapproach…
…butinsidetheorganisa9onthisisasmuchabouthowthe
leadershiptransformtheopera9ngmodelandculturetodeliverthe
sameinternally ©2016Copyrightmarcoryan.com 13
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SowhatdoesbeingCustomerobsessedrequire?
• NeeddeepunderstandingthekeydisruptorsoutsideofjustIT
• Refactortheorganiza9onculturally
• AddresstheLeadershipchallengearoundDataasasset
• Scalable,Real-9me,DataintenseITArchitectureasapriority
• Digitaltransforma9onisaCEOissue
“Inthis‘ageofthecustomer’,theonlysustainablecompe;;veadvantageisinbecomingcustomerobsessed,andthisdoesnotmean
crea;ngbroadstrategiesofhowtogetclosetothecustomer.
Itmeansrefactoringtheorganiza;on,fromtheLeadershiptothetechnology.Itmeansrethinkingourcorporateperspec;veofDataas
anasset”
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mrThankyou
@marcoryan
www.marcoryan.com
uk.linkedin.com/in/marcoryan
www.marcoryanphotography.com
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