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
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Lots of buzz around digital
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Digital strategy, chief digital officers, digital
teams, digital first, digital strategy, digital
innovation, digital governance…
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But… what exactly is digital?
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Is it just a set of technologies?
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It is about changed consumer behaviour
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Have higher expectations
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Expect better customer service
@Acme. I have a
question.
Can you help?
Posted 10 minutes ago
Why haven’t they
replied yet?
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They have more choice
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The customer has a voice
Don’t fly British Airways,
there customer service is
terrible!
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But isn’t that all B2C? What about B2B?
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Buyers in the B2c world are
also buyers in the B2B world.
Scott Bauer, PWC
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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
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By 2018, 67% of the CEOs of Global 2000
enterprises will have digital
transformation at the center of their
corporate strategy.
Gartner
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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
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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
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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.
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- 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
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It differentiates
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Threats of a poor digital experience
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Uber has successfully
challenged an almost
monopolistic
competitor through a
superior experience.
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Apple refined an entire
sector with the launch
of iTunes, decimating
high street music
sales.
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Investor concern over
the threat of new
technologies is
overstated.
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Ultimately digital is about people
and not technology. It is about better
serving the connected customers.
Brian Solis
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89% of customers have said they
will (or have) stopped doing
business with a company after a
single poor customer experience.
Customer Think
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Opportunities and Threats
Exercise
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So what needs to change?
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You can’t just bolt digital on
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Bureaucracies are honed by the past
and almost never can they deal
effectively with the future.
Leroy Hood
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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.
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Transformation is a culture not a
project. It doesn’t just finish one day.
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Re-think business as usual
Strategy, Structure and Culture
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Creating a digital strategy
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Understand your challenges
and opportunities
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Wrapping service around product
What General Electric learned from Uber
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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
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Define and prioritise your goals
1 2 3 4 5
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Understand your users
Their needs, questions, situation, journey.
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Empathy Mapping
Exercise
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Picture the final user experience
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Establish some next steps
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Building a digital structure
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Consolidate, coordinate and collaborate
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In, out for something in between
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Establish strong leadership
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Have a clear mandate
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Introduce design thinking
The IBM approach to Digital Transformation
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Start with a users need
I am…
I want to…
So I can…
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Prototype and pilot
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What could you pilot?
Exercise
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Build, test and iterate
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Minimum Viable Product
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Expenditure on digital
Effectiveness of site
Cost vs Effectiveness
Redesign project
Site begins to damage brand
An ongoing investment
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Incremental and continual
Time
Expenditure on digital
What we know about
the user.
Launching new website