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Digital Transformation for Manufacturing

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Digital Transformation is the buzz word of the latest year: What it really means? Which trends and technologies should manufacturers follow? What's next? What to focus on? IoT, Chatbot, Artificial Intelligence, Digical, Big Data

Veröffentlicht in: Automobil
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Digital Transformation for Manufacturing

  1. 1. Digital Transformation Focus on business processess that can be digitised THE BUSINESS STRATEGY CONFERENCE @luisella Hannover, Feb13th – 15th 2017
  2. 2. #1 MYTH You must have a Digital Strategy. @luisella Hannover, Feb13th – 15th 2017
  3. 3. Having a Digital Strategy will soon look as ridicolous as having an electricity strategy “ ”K. Boicott! @luisella Hannover, Feb13th – 15th 2017
  4. 4. #2 MYTH You must innovate like a lean start-up, @luisella Hannover, Feb13th – 15th 2017
  5. 5. Years from funding to 1$ billion valuation 98 24 8 3 1 @luisella Hannover, Feb13th – 15th 2017 Source HBR
  6. 6. Based on Venture Capitalism, global by scale, digital by default Start-ups play a totally different game @luisella Hannover, Feb13th – 15th 2017
  7. 7. Innovation success rate @luisella Hannover, Feb13th – 15th 2017 0.002 %START-UPS INNOVATION SUCCESS RATE 12.5 %CORPORATIONS INNOVATION SUCCESS RATE Source HBR
  8. 8. #3 MYTH You must adopt the latest and most innovative technology. @luisella Hannover, Feb13th – 15th 2017
  9. 9. Technology changes so rapidly… Is competitive advantage dead? Risk: throw away core advantages while pouring resources into ventures that have no competitive edge or chances to win. @luisella Hannover, Feb13th – 15th 2017
  10. 10. Digital Transformation means SERVICE TRANSFORMATION partly enabled and required by digital and technology. CUSTOMER EXPERIENCE SERVICEPRODUCT Transformation, not Disruption @luisella Hannover, Feb13th – 15th 2017
  11. 11. MANUFACTURER RESELLER ONLINE/OFFLINE CONSUMER CONSUMER SITES, MOBILE APPS, ADVERTISEMENT… B2B B2C B2B2C FEEDBACK/LOYALTY ONLINE REVIEW PRODUCT AND SERVICE MANUFACTURER Digital Transformation: 3 Dimensions @luisella Hannover, Feb13th – 15th 2017
  12. 12. Where you should (already) be Customer Experience Content Marketing Strategy Culture & Leadership @luisella Hannover, Feb13th – 15th 2017 Digital Ecosystem
  13. 13. Customers eXperience is today’s business benchmark. Is it the end of branding and marketing? No. A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise. TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND @luisella Hannover, Feb13th – 15th 2017
  14. 14. AWARENESS CONSIDERATION PREFERENCE/ EVALUATION ACTION/BUY LOYALTY/ REPURCHASE IN THE MARKET DEALERS RECOMMENDATION ADVERTISEMENT FRIENDS, RELATIVES… Traditional Consumer Journey @luisella Hannover, Feb13th – 15th 2017
  15. 15. STORYTELLING doesn’t mean telling stories. Content shared must be true and autenthic TRUST SHARE PEER REVIEW COM PARE PURCHASE DECIDE EVANGELIZE RESEARCH SHARE DISCOVER SEARCH RESEARCH TRUST AWARENESS CONSIDERATION PURCHASE BUYER INFLUENCER Digital Peers Email Events Social Media Web/Mobile Company web/ mobile sites Sales PREFERENCE LOYALTY ACTION AWARENESS CONSIDERATION INBOUND Want to know Want to buy Want to do Want to go Decentralised Consumer Journey and the Digital Ecosystem @luisella Hannover, Feb13th – 15th 2017
  16. 16. CRM integrated with Marketing automation tools, ERP, brand websites, eCommerce and their analytics. Marketing, CSR, IT, Sales: together 37% 43% 72% THINK IS NOT USEFUL USE HALF FEATURES DIFFICULT TO USE 15% INCREASE OF SALES REP PRODUCTIVITY WITH CRM MOBILE APPS 20-40% INCREASE OF CUSTOMER SPENDING IN THEIR NEXT INTERACTION CRM BENEFITS SALES REP. ON CRM @luisella Hannover, Feb13th – 15th 2017
  17. 17. The greatest barrier to adopting Digital Transformation strategies is not skepticism about the promise but inexperience with their EXECUTION. @luisella Hannover, Feb13th – 15th 2017 89% Companies starting a Digital Transformation Companies suceeding in Digital Transformation 14%
  18. 18. Feels LACK OF DATA. Not knowing the customer. 51% Cross department COLLABORA TION is difficult. 56% Digital transformation is confused with hits and run campaign. 59% Change COMPANY CULTURE is extremely difficult. 63% Digital Transformation biggest challenges Source Altimeter 2016 @luisella Hannover, Feb13th – 15th 2017
  19. 19. LACK OF PRIORITIZATION NOT INTEGRATED STRATEGIES SILOS APPROACH TUNNEL VISION NOT DEDICATED RESOURCES NO PARADIGM FOR NEW DATA SELF DEFENSE MECHANISM EDUCATION NO INTERNAL ENGAGEMENTBUDGET INNOVATION CULTUREINTEGRATED VISIONDIGITAL FIRST BE WHERE CONSUMERS ARE EXPAND MARKET OPPORTUNITIES DISRUPTIVE TECHNOLOGIES NEW DIGITAL TOUCHPOINTS CONSUMERS INSIGHTS NOT LINEAR CUSTOMER JOURNEY EMPOWER INTERNAL COLLABORATION DIGITAL DARWINISM Digital transformation inibitors Digital transformation catalysts!
  20. 20. STORYTELLING or COTENT MARKETING doesn’t mean telling stories. Content shared must be true and autethic SUPPORT! TRUST! SELF DISCIPLINE! Don’t change people, change the smell of the place. (Prof. Sumatra Goshal) CONTROL COMPLIANCE CONTRACT CONSTRAIN AMBITIONS, VALUES! CONTINUOUS LEARNING ! REWARD INNOVATIVE APPROACH! FOCUS ON CREATING VALUE FOR&WITH COSTUMERS! SERVANT LEADERSHIP! CONTINUOUS IMPROVEMENT! @luisella Hannover, Feb13th – 15th 2017 Catalysts: Culture and leadership
  21. 21. BUILD DIGITAL CAPABILITIES HDR: Human Digital Relationship Dept. ! DIGITAL JOBS COMPENSATI ON&DEVELOP MENT DIGITAL CULTURE EMPOWEREMENT CROSS TEAM ENGAGEMENT HR PROCESS TRANSFORMATION EMPLOYER BRANDING SMART AND REMOTE WORKING DIRECT RECRUITING/ TALENT SCOUTING DIGITAL TRAINING SKILLS GAP ASSESSMENT
  22. 22. #4 MYTH Tires are boring. @luisella Hannover, Feb13th – 15th 2017
  23. 23. @luisella Hannover, Feb13th – 15th 2017
  24. 24. @luisella Hannover, Feb13th – 15th 2017
  25. 25. @luisella Hannover, Feb13th – 15th 2017
  26. 26. Sales and Marketing reshaped OF CONSUMERS ARE INSPIRED TO SEEK OUT A PRODUCT AFTER READING CONTENT ABOUT IT 60% 77% 74% 70% WEBINARS eBOOKS WHITE PAPERS #FROSTMAR@luisella@luisella Hannover, Feb13th – 15th 2017 INBOUND MARKETINGCONTENT MARKETING BE USEFUL AUTHENTICITY INFORM NOT PROMOTE RELATIONSHIP TRUST STORYTELLING VALUE
  27. 27. @luisella Hannover, Feb13th – 15th 2017 What you should explore Internet of things Big Data AI, chatbot Virtual reality Digical
  28. 28. #5 MYTH (Big) data are only for Facebook, Google or for content providers. @luisella Hannover, Feb13th – 15th 2017
  29. 29. Data to better understand your customers PRODUCT DESIGN A BETTER PRODUCT FOR THEM PR GAIN MORE VISIBILITY MARKETING BETTER TARGETING, CHANNELS PRIORITIZATION SALES MAKE THEM AN OFFER THEY CAN’T REFUSE ( PRICING&PRODUCTS) ADVERTISEMENT OPTIMISE THE MEDIA INVESTMENT CUSTOMER SUPPORT OFFER THEM A BETTER SUPPORT @luisella Hannover, Feb13th – 15th 2017
  30. 30. To be Digital AND Physical. Welcome DIGICAL. Build your strategies around Digital-Physical fusion. The new competitive advantage? @luisella Hannover, Feb13th – 15th 2017
  31. 31. @luisella Hannover, Feb13th – 15th 2017 Enhanced physical space
  32. 32. @luisella Chatbot and Humans
  33. 33. luisella.giani@gmail.com!@luisella linkedin.com/in/luisellagiani Luisella Giani!

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