This document summarizes a presentation about acting with digital certainty. It discusses how poor digital experiences can negatively impact organizations and brands. It also examines the challenges of managing numerous digital platforms and demands with limited resources. The presentation recommends asking the right questions about business goals, digital strategy, and impact. It emphasizes measuring what matters through key performance indicators rather than superficial metrics. Finally, it suggests prioritizing actions, working proactively with data, and demonstrating return on investment to act with digital certainty.
8. A “digital effectiveness” crisis is holding
organizations back
88%
abandon a site after
a poor digital
experience
75%
develop a brand
perception based upon
the digital experience
Sources: University of Surrey, econsultancy
9. Numerous questions are a concern for innovators.
• How is our digital presence
supporting our business goals?
• How to improve the customer
experience?
• How to generate more
revenue?
• How to manage and deliver our
digital presence in a successful
and efficient way?
11. The Digital Presence
Numerous platforms
More content
More demands from customers
More demands to us
Social media
Apps
Websites
Subsites
Intranet
Mobile version
12. What does a webteam have to have?
Expert in social media
Expert in Analytics
Expert in Accessibility
Expert in SEO
Expert in design
Expert in content writing
13. What do we know about the impact of our digital
presence?
Companies offering superior CX
are outperforming their peers in
terms of revenue and customer
growth
Forrester data CX Index 2016
14. Audi AG – Growing through quality
“ People’s standards have risen, the volume of text in content updates has
increased, and the update cycles have shortened considerably at the same time.
We have new content every day, and decentralized editing. ”
– Volker Scholz, Head of Internet and Content Management at Audi AG
15. Graubunden Tourismus – The challenge of a relaunch
“At the beginning of such a project (relaunch) you
have a lot of ideas and would like to do as much as
possible.
The biggest challenge was to decide what is really
necessary to achieve our strategic goals and what
is more of a "nice to have".”
16. Ask yourself the right
questions
How to approach
those challenges?
17. What questions are relevant?
• What are our business goals?
• How is our digital presence supporting those
goals?
• What is my digital strategy?
• What is the impact for our business when we are
not taking advantage of the digital channels?
• How can I measure the success of my digital
effort?
• What should I improve and how?
18. Best practices
Communicate a clear
digital strategy to your
team and enforce brand
guidelines to insure e-
reputation.
19. Measure
what matters
Set up clear, ambitious but realistic goals for your team and start
measuring your performances.
Stop focusing on superficial metrics that are not demonstrating any
value/outcomes.
-Traffic
-Demographics
Track Real KPI’s:
Finance Industry: Lead generation, retention, loyalty, self-service
Public Industry: Self-service, engagement
BtoB: Lead generation, product relevance
Best practices
20.
21.
22. • Prioritize actions and facilitate collaboration
• Act proactively instead of reactively
• Keep control and base your decisions based
on actionable data.
• Demonstrate clearly the ROI of your digital presence
• Define what is successful and what is not, adapt your
strategy and continue tracking!
Work smarter
Best practices
23.
24. • Be certain of quality
• Be certain you maintain credibility
• Be certain things get done
• Be certain of impact
• Be certain of success
• Be certain you achieve compliance
• Outperform the status quo
Act with
Digital
Certainty
Zero in on relevant insights: dig into a variety of detailed quality, behavior and performance metrics, including any metrics that you define
Connect the dots: align digital metrics with organizational objectives. Define KPI’s that empower your team to operationalize your digital strategy
Real-time pulse: metrics and data are continuously refreshed to constantly measure the quality, effectiveness and impact of your digital presence
Built for everyone: put relevant and intuitive analytics in the hands of your team members - no specialized expertise required
Inspire informed teams: empower team members with the information, data-driven insights and policies they need to take initiative and make appropriate actions
Get things done faster: prioritize tasks that have the biggest impact, prevent bottle-necks and work better together to solve problems and take action at new speeds
Secure brand integrity: make it easy for numerous contributors to deliver brand-consistent content that combines global standards with local control
Shared visibility: drive quality excellence and quantify progress across team members, as well as external partners
Be certain of quality: your digital presence is error-free, brand compliant, predictable and always up-to-date - across hundreds of contributors and higher volumes of content
Be certain you maintain credibility: remain consistent with brand guidelines despite increasing volumes of content and numerous contributors
Be certain things get done: empower each team member with the right priorities, shared visibility, and the ability to resolve problems faster
Be certain of impact: track visitor journeys and behaviors to tailor content and design for a superior digital experience; anticipate and understand the impact of changes before implemented
Be certain of success: measure how your digital efforts are always linked to the organizational goals and your digital strategy
Be certain you achieve compliance: minimize risk by adhering to regional and global privacy and accessibility standards