employee buy-in and engagement rewards for digital transformation
TRANSCRIPT
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Kenny Van Beeck & Miel Van OpstalEmakina Belgium
Corporate innovation through digital transformation
Employee buy-in & engagement rewards
June 2 , 2017
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Effective use of data,
to understand and serve audience needs,
has become a key competitive advantage.
01 CHANGE
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W. Edwards Deming
Without data you’re just
another person with an opinion
“
01 CHANGE
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To fight new players,incumbents must accellerate
their digital transformation.
CX EX+ =
02 OPTIMIZE
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Empoweryour employees
Engageyour customers
Optimizeyour operations
Transformyour product
Systems of intelligence
02 OPTIMIZE
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Highlight the opportunities employees
will enjoy as change ambassadors,
not only in terms of improving the
company’s trajectory
but
also by enriching their career history
and building their own personal brands
and reputations.
03 VALIDATE
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Rewards can drive
employee engagement,
stimulate ambition and
push performance
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Communication amplification
requirements for employees
Make key messaging accessible and shareable.
Clearly define the required skill sets of the employees.
Provide ample coaching & training.
Clearly define the expectations of the employees.
03 VALIDATE
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Essential elements to drive
innovation awareness & - intelligence
When a company uses volunteers rather than conscripts.
When it offers training on how to think about innovation.
When executives strike an authentic tone.
When energy- and community-building offline events
(such as workshops or weekly cafeteria sessions)
supplement the online discussions.
03 VALIDATE
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Employee
Engagement
Productivity
Enhancement
Efficiency
ImprovementInnovation
Enterprise
Gamification
Benefits
04 ENGAGE
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Influencing employee behaviour through engaging experiences,
using game design principles
in decision-making applications and services.
Effective Gamification
04 ENGAGE
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Rewarding proxy behaviors will only
encourage those proxy behaviors.
The learner with the highest score
is not likely to be the user
that has learned the most.
QUALITY
QUANTITY
over
04 ENGAGE
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3 elements must converge in order
for a change in behaviour to occur:
Motivation
Ability
Trigger
04 ENGAGE
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People don’t buy your product,
they buy better versions of themselves.
04 ENGAGE
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729
P A R T N E R I N Y O U R D I G I T A L T R A N S F O R M A T I O N
W W W . E M A K I N A . C O M
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730
1O V E R V I E W
THE WORLD
AS WE
KNOW IT
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45
HOW OUR
PHILOSOPHY F ITS
IN THAT WORLD
A GL IMPSE
BEHIND
THE SCENES
CASE
STUDIES
HOW EMAKINA
WALKS
THE TALK
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732
T H E D I G I T A L E R A H A S C H A N G E D O U R
L I V E S F U N D A M E N T A L L Y
P A R T 1 T H E W O R L D A S W E K N O W I T
I N A L W A Y S - O N
C O N N E C T I V I T Y M O D E
WE ARE
S C R E E N S , P L A T F O R M S ,
D E V I C E S , l O T
WE USE
T H A T “ S H A R I N G I S
C A R I N G ”
WE THINK
L I M I T L E S S ( P R I V A T E )
D A T A G A T H E R I N G
WE ACCEPT
C O N V E N I E N C E A N D
E X P E R I E N C E
E V E R Y W H E R E
WE EXPECT
needTo adapt!
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I N T H E D I G I T A L
W O R L D
O F C O M P L E X I T Y
A N D P L E N T Y
P A R T 1 T H E W O R L D A S W E K N O W I T
T H E Q U E S T I O N I S :
H O W T O C R E A T E
I N T E R A C T I O N
AT T R A C T I O N
D I S T I N C T I O N
L O YA LT Y
R E TA I N M E N T
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B E R E L E V A N T ,
B E S I M P L E ,
B E I N T E L L I G E N T ,
P A R T 1 T H E W O R L D A S W E K N O W I T
C R E A T E A U N I Q U E
C U S T O M E R E X P E R I E N C E
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2
01
735
2
H O W O U R
P H I L O S O P H Y F I T S
I N T H A T W O R L D
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736
P A R T 2 E M A K I N A P H I L O S O P H Y
W E P U T T H E
C U S T O M E R
A T T H E
C E N T R E
T H E E X P E R I E N C E
S H A R E I T
A S H A R E A B L E ,
H I G H Q U A L I T Y U S E R
E X P E R I E N C E
WHAT MATTERS
FOR A CUSTOMER?
WHAT DOES A CUSTOMER DO
WITH THAT EXPERIENCE?
WHAT DOES A BRAND
NEED TO DELIVER?
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W E C R E A T E
SHAREABLE,
HIGH QUALITY USER
EXPERIENCES
AN ESSENT IAL ,
SUSTAINABL E AND
PROF ITABL E COM PET IT IVE
ADVANTAGE
T HE ECOSYST EM
AND WHAT’S IN IT
FOR A BRAND?
IS THERE A MAGIC INGREDIENT
TO MAKE THIS HAPPEN?
P A R T 2 E M A K I N A P H I L O S O P H Y
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D I D Y O U S A Y
“ E C O S Y S T E M ”
P A R T 2 E M A K I N A P H I L O S O P H Y
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BIG DATA MAKES YOU BLIND,
SMART DATA MAKES YOU
SUCCESSFUL
SMART DATA + DECISION MAKING
= HUMAN DATA-DRIVEN
STRATEGY
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MOVE AWAY FROM CRM(CUSTOMER RELATIONSHIP M A N A G E M E N T )
TOWARDS PRM( P E R S O N A L R E L A T I O N S H I P M A N A G E M E N T )
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YOU ARE UNIQUE. SO ARE YOUR
CUSTOMERS:
DESIGN AND CREATE FOR UNIQUE
HUMAN BEHAVIOR
FORGET PASSE-PARTOUT SOLUTIONS
FORGET PERSONAS AND MASS TARGET GROUPS
FORGET A 360° CHANNEL APPROACH
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THE RIGHT
TOOLSFOR EMAKINA NO CHANNEL,
TOOL OR TECHNOLOGY IS OUT OF
REACH
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P A R T 2 E M A K I N A P H I L O S O P H Y
U N I Q U E U S E RE X P E R I E N C E
T O G E T H E R
WE CAN CREATE A
L E T T H E M A G I CH A P P E N
AND
FOR YOUR CUSTOMERS
W I T HSMART DATA,
PERSONAL RELATIONSHIPS,
THE RIGHT CHANNELS,
AND THE
RIGHT TOOLS
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W E H A V E
T H E E X P E R T SY O U N E E D
P A R T 3 H O W W E W A L K T H E T A L K
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G R O U P S O F E X P E R T S ( n o s i l o s a p p r o a c h )
A G I L E W A Y O F W O R K I N G ( e . g . s c r u m )
F O L L O W T H E U S E R J O U R N E Y
P A R T N E R S H I P W I T H L O N G T E R M A D D E D V A L U E
I M U N A : I n i t i a t e – M e a s u r e – U n d e r s t a n d – A c t
B E S T I N C L A S S C O M P A N Y
W I N N I N G C U S T O M E R E X P E R I E N C E
W E W ORK ACCORDING TO YOUR NEEDS AND
BUSINESS GOAL S
W E OF F ER ST RAT EGIC GUIDANCE AND
BUSINESS DEVEL OPM ENT
W E WANT YOU TO EXCEL
P A R T 3 H O W W E W A L K T H E T A L K
user
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W E H A V E
T H E E X P E R T I S EY O U N E E D
P A R T 3 H O W W E W A L K T H E T A L K
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INS IGHT S & ADVISORY SERVICES
Services - Consumers insights - Target research - Innovation workshops -
Qualitative and quantitative research - Social media analysis - User testing -
social trends - Ethnology - Pre and post-testing - …
W EB BUIL D ING
Business requirements - Functional analysis / User Stories / Product Roadmap -
Information architecture - Responsive web design - Content production - Website
development - Intranet & extranet - CMS implementation - IT
integration - Search Engine Optimization & traffic analysis - …
DIG ITAL M ARKET ING
Smart data - Data analysis - Analytics - Production - Strategic planning –
Strategic advice - Direct & inbound marketing - CRM - Social media marketing - …
P A R T 3 H O W W E W A L K T H E T A L K
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P A R T 3 H O W W E W A L K T H E T A L K
CONNECT ED CO M M ERCE
Studies & consulting – UX Design - Customer journey transformation -
Information Architecture - Master data - Deployment of connected trade
platforms - PIM / ERP software integration - Integration with logistics and
transport platforms - Activation and demand generation campaigns - Conversion
optimisation - Performance measurement – Hosting - …
CONT ENT PRODUCT ION
Social media strategy - community & conversation management - social CRM -
Tone of voice - DNS for brands - storytelling - gamification - engagement strategy
- activation - editorial management - ….
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750
P A R T 3 H O W W E W A L K T H E T A L K
APPL ICAT IONS - INNOVAT ION & DESIGN
Mobile apps - Touchscreens - Gestured controlled development -
Advergaming - Apple Watch & Android wear - IoT - Digital reality -
(Augmented reality - Virtual reality - Cardboard - 360° videos - Interactive
installations - Web apps - …
COM M UNICAT ION & BRANDS
Integrated cross-channel strategy - Comprehensive brand management - Strategic
planning - Differentiation - Business ideas – Ecosystems - Consumer insights -
Strategic tools – Innovation - Brand identity & positioning - Social media strategy -
Engagement platforms - …
M EDIA BUYING & M EDIA PL ANNING
Media strategy - Buying support - Media planning - Return on investment by
optimisation - Online publicity - Banner ads - Viral and buzz marketing –
Informercials - …
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A M S T E R D A M
V I E N N A
Z A G R E B
S A L Z B U R GZ U R I C H
L A U S A N N E
G E N E V A
L I M O G E S
P A R I S
B R U S S E L SA N D H E A D Q U A R T E R S
S T O C K H O L M
P A R T 4 E M A K I N A B E H I N D T H E S C E N E S
E M A K I N A G R O U P & B E L G I U M
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F A C T S & F I G U R E S
P A R T 4 E M A K I N A B E H I N D T H E S C E N E S
EMPLOYEES
800OFFICES
15COUNTRIES
9CONTINENTS
3
FULL-SERVICE
GROUP
360 5k 77.3 3
CLIENTS
PROJECTS / YEAR
MIO € TURNOVER
IN FY 2016
TOP-3 INDEPENDENT
EUROPEAN GROUPS
2006 800% 54,6%
LISTED ON
ALTERNEXT
10-YEAR
GROW TH
GROW TH OVER
LAST 3 YEARS
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P A R T 5 C A S E S T U D I E S
Successful transformation and transition to
the new brand
Plug & Play template in 6 language
versions
Dynamic content for 170 destinations
Reduced workload
2
3
4
1
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P A R T 5 C A S E S T U D I E S
A long journey with light refreshments
Progressively start segmenting
A seamless experience
Facilitating the CRM-teams
A continuous process
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3
4
5
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P A R T 5 C A S E S T U D I E S
The 4 SUNWEB-Challenges
The Customer Journey
Implicit and explicit data
Marketing Automation
The clear uplift of quality and performance
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2
3
4
5