User and Digital Revolution

Digital has changed the world. But most of all it has changed customer behaviour. That means whatever our sector, our businesses will need to adapt. But how do we do that and what does a digital first company look like?

Transcript

1. The User and Digital Revolution
2. I am a user experience consultant, speaker & author of Digital Adaptation. I help companies meet the needs of digital consumers. Paul Boag. Boagworks Ltd LIKES TO BE INTERRUPTED
3. Lots of buzz around digital
4. Digital strategy, chief digital officers, digital teams, digital first, digital strategy, digital innovation, digital governance…
5. But… what exactly is digital?
6. Is it just a set of technologies?
7. It is about changed consumer behaviour
8. Have higher expectations
9. Expect better customer service @Acme. I have a question. 
 Can you help? Posted 10 minutes ago Why haven’t they replied yet?
10. They have more choice
11. The customer has a voice Don’t fly British Airways, there customer service is terrible!
12. But isn’t that all B2C? What about B2B?
13. Buyers in the B2c world are also buyers in the B2B world. Scott Bauer, PWC
14. Buyers are increasingly becoming a younger generation. A generation who is used to using products that are easy to use and now they expect that from their B2B solutions. Leo Bley, PWC
15. By 2018, 67% of the CEOs of Global 2000 enterprises will have digital transformation at the center of their corporate strategy. Gartner
16. There’s no longer any real distinction between business strategy and the design of the user experience. The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere. Bridget van Kralingen, Senior Vice President of IBM Global Business Services
17. 125,000 large organizations are launching digital business initiatives now and that CEOs expect their digital revenue to increase by more than 80% by 2020. Gartner
18. B2B and B2C face similar challenges: — Need online visibility. — Desire word of mouth recommendation. — Fear negative online reviews. — Want a wider global audience. — Are increasingly selling based on service and support. — Recognise the value of a good customer experience.
19. - Increased conversion. - Increased average value. - Improved loyalty. - More recommendations. - Lower customer service cost. - More repeat business. - Lower cost of sales. - Improved brand perception. - Improved brand awareness. - Improved offering. - Lower marketing costs. - Lower product development costs. - New product innovations. - Faster to market. - It differentiates. Opportunities of a great digital experience
20. It differentiates
21. Threats of a poor digital experience
22. Uber has successfully challenged an almost monopolistic competitor through a superior experience.
23. Apple refined an entire sector with the launch of iTunes, decimating high street music sales.
24. Investor concern over the threat of new technologies is overstated.
25. Ultimately digital is about people and not technology. It is about better serving the connected customers. Brian Solis
26. 89% of customers have said they will (or have) stopped doing business with a company after a single poor customer experience. Customer Think
27. Opportunities and Threats Exercise
28. So what needs to change?
29. You can’t just bolt digital on
30. Bureaucracies are honed by the past and almost never can they deal effectively with the future. Leroy Hood
31. A bolt on approach has led to some big failures Birmingham Council £2.5 million (£2m over budget) Department of Trade and Industry £11.78 per visit Healthcare.gov $319 million. Set to rise to $677 million.
32. Transformation is a culture not a project. It doesn’t just finish one day.
33. Re-think business as usual Strategy, Structure and Culture
34. Creating a digital strategy
35. Understand your challenges and opportunities
36. Wrapping service around product What General Electric learned from Uber
37. 69% of customers say that they feel really good about both the company and themselves when they are able to answer a question or solve a problem related to that company on their own. Millennials: Customer, Serve Thy Self
38. Define and prioritise your goals 1 2 3 4 5
39. Understand your users Their needs, questions, situation, journey.
41. Empathy Mapping Exercise
44. Picture the final user experience
46. Establish some next steps
47. Building a digital structure
48. Consolidate, coordinate and collaborate
49. In, out for something in between
50. Establish strong leadership
51. Have a clear mandate
52. Introduce design thinking The IBM approach to Digital Transformation
53. Start with a users need I am… I want to… So I can…
54. Prototype and pilot
55. What could you pilot? Exercise
56. Build, test and iterate
57. Minimum Viable Product
58. Expenditure on digital Effectiveness of site Cost vs Effectiveness Redesign project Site begins to damage brand An ongoing investment
59. Incremental and continual Time Expenditure on digital What we know about the user. Launching new website
60. Nurturing a digital culture
61. Break down silos
62. Have clear operating procedures
63. Create some guiding principles
64. Embed a culture of talking to users
65. Encourage digital by default
66. Incentivise around experience 40 60 50 50 50 80 60 30 20
67. Encourage a mantra of ‘always be making new mistakes’.
68. Next Steps
69. 1. Understand your digital customer
70. 2. Find your digital champion
71. 3. Commission your strategy
72. 4. Start a pilot project.
73. boag.world/digital/