Neil Ward-Dutton, Co-founder and Research Director at MWD Advisors - Digital Enterprise readiness – the CIO perspective

a d v i s o r s
mwd
helping you create business improvement from IT investment
The Digital Enterprise journey –
the CIO perspective
Why it matters, and how you can avoid
being sidelined
Neil Ward-Dutton
Founder, Research Director
MWD Advisors

© MWD Advisors 2013 www.mwdadvisors.com 2
2015
1,000,000,000,000 GB

2015
1,000,000,000,000 GB

Mass interconnectivity drives…
Globalisation
Customers, partners, suppliers – and competition
“Connectedness” is driving sophisticated value chains
Transparency
Industry regulations, consumer pressure and
competition driving openness
Smart, connected markets
Ecosystem participants – particularly customers – see the “online
world” as the natural place to look for information, services

Large companies’ lifecycles are becoming
ever shorter

Competing purely on price or product is unsustainable.
What about customer experience?
Service
Home from home
These companies are setting your customers’ expectations for service and experience
Seamless
“Always”
Open

New pretenders: networks, platforms,
ecosystems

Delivering customer experience excellence
is about joining dots
Your
customer
Customer
Journey
stage 1
Customer
Journey
stage 2
Customer
Journey
stage 3
Customer
Journey
stage n
Customer
Journey
stage n+1
Gather intelligence through each
customer journey to make future
experiences more engaging
Marketing
Sales
Operations
Service

Industry evolution has taken us down a
challenging path
Enterprises and value
chains want to be
dispersed, flexible
Great experiences want
to be integrated

Customer Experience Excellence runs
counter to the status quo for many

Social + Mobile = Opportunity to reshape
knowledge work
Image/video capture
Audio/speech capture
Location/orientation
Gestures/signatures
More computing
power than the
entire Apollo 11
moonshot
program!
Notifications/actions

Access devices
In the digital age…
Clouds, connectivity bring increased choice
Consumer technologies and networks are puncturing enterprise technology services
Applications
Platforms

Events
In the digital age…
Everything can leave an information trail
Relatively cheap,
fast, highly scalable
commodity
technology
Conversations
Real-time insights,
recommendations,
optimisations
Commercial ‘data
platform’ propositions

Time to wake up and smell the coffee!this is your
organisation

Opportunity is everywhere!
• Quick, flexible ways to connect people,
information, knowledge, resources
• Quick, flexible ways to build operational
capabilities
• Ways to get smarter about operational reality
and opportunity, and act on insight quickly
and flexibly

“IT Doesn’t Matter”? Frankly, that’s BS
Old world
(Efficiency, scale)
New world
(Agility)

A massive opportunity to rethink how we
get work done
Who?
When?Why?
How?
What?
Where?

Introducing the Digital Enterprise
A Digital Enterprise is a business in which
digital technologies are strategically exploited
to maximise global effectiveness, efficiency
and responsiveness.
Digital technologies power the co-ordination of work, the
creation and use of operational and management insights, and
the sharing of knowledge – at scale, across boundaries, and in a
highly integrated way.

• Some areas of business
are (or need to be)
controlled, structured,
predictable; others need
to be highly adaptable,
even experimental
• Conduct a domain-based
analysis of business
capabilities and match
with appropriate
technology strategies
• Accept that boundaries
will change over time
A Digital Enterprise is flexible and
adaptable.. where it needs to be
“The future is already here –
but you should aim to
distribute it unevenly”
- Paraphrasing William Gibson

“Design thinking is… the
analysis of the relationship
between people and products,
and of the relationship
between people and people…
there is an opportunity to
transform it from a black art
into a systematically applied
management approach.”
- Tim Brown, CEO, IDEO
• As the actors of strategy and
competition move from
individual businesses to
platforms and ecosystems,
Design Thinking principles
should shape your approach
• Take a customer/user-first
perspective and explore
possibilities from an outside-in
viewpoint
• Structure customer-facing
work to embrace exceptions
and don’t purely chase
efficiency
A Digital Enterprise is designed and
maintained ‘Outside-In’

“In the long history of
humankind (and animal
kind, too) those who
learned to collaborate and
improvise most effectively
have prevailed.”
- Charles Darwin
• Interest in improving levels
of collaboration has
exploded – with a focus on
better sharing of
knowledge, driving
innovation, supporting
distributed teams and
building better
relationships externally
• Tackle organisational
structures, culture and
workforce engagement
simultaneously – and don’t
rely on technology alone
A Digital Enterprise is Open,
Collaborative

“A point of view can be a
dangerous luxury when
substituted for insight and
understanding.”
- Marshall McLuhan
• Technology platforms can gather
and process more data from
more places, more quickly – but
increasingly we’re “data rich but
insight poor”
• Getting the right insight to the
right place at the right time
requires serious skills and
capabilities
• Empower your people and
systems to make sense of and act
on operational data
• Link analytics & information
management people, technology
investments to clear business
strategies
A Digital Enterprise is ‘Data-Literate’

In a Digital Enterprise, management
systems are digital, integrated
Organisations that can embrace this trend will have a massive Agility Advantage
Systems of
insight
(information)
Systems of
Engagement
(people)
Systems of
co-ordination
(process)
Systems
of record
Core business
applications
Work procedures and
practices
Corporate
communications tools
Management
information systems
Analog
Core business
applications
Work procedures and
practices
Corporate
communications tools
Management
information systems
Digital Integrated

How are businesses responding?

What do businesses need to move
forward?

• Design thinking for products,
services, capabilities, processes
– Work customer-/user-first,
outside-in
– Bridge organisation silos and
perspectives
– Embrace experimentation and
prototyping
• Data literacy
– The evolving business value of data
– where can it take you?
• ‘Management’ revisited
– Be prepared to reinvent how your
organisation works, to minimise
management overhead and
maximise collaboration
Ready to face the new reality?
Here are your priorities
“The real problem with
humanity... is we have
Paleolithic emotions,
medieval institutions
and God-like
technology.”
- Edward O Wilson (“the father of
sociobiology”)

a d v i s o r s
mwd
helping you create business improvement from IT investment
Digital technology is the biggest disruptive
force in business. Where can it take you?
Get the free in-depth report at
www.mwdadvisors.com/digitalenterprise
@neilwd
neilwd@mwdadvisors.com

Neil Ward-Dutton, Co-founder and Research Director at MWD Advisors - Digital Enterprise readiness – the CIO perspective

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