Enjoy the presentation I gave at Oracle CX Day 2014 in Utrecht. It's about 'Leading Digital' and how to become really digital. Be inspired by disruptive technologies, cases and the building blocks of a digital organisation. Are you ready to (digitally) transform?

1. Pascal Spelier, October 9th 2014
Leading Digital Transformation Now
No Matter What Business You're In
CX-Day

2. 2

3. 3
We live in a digital
era

4. 4
Social Media
Is here to stay

5. 5
30.000 years ago
What’s New?

6. 6
Mobile
‘We never look up’

7. 7
We Never
Looked up

8. 8
“Yes, they’ve got WiFi here”

9. 9
Cloud Computing:
We ‘live’ in the cloud

10. 10
90% of the Big Data
today was created in the
past 2 years

11. 11
You ain’t seen nothin’ yet
Here’s something that you’re never gonna
forget
Bachman Turner Overdrive

12. 12
Amazon:
Drone delivery

13. 13
Do you like this coat?

14. 14
Social media:
integration online & offline

15. 15
Quantified Self: smart socks

16. 16
Smart wear
at US Open

17. 17
Visual
Smart Wear

18. 18
Virtual Reality:
just real

19. 19
Fenced chicken becomes
free range chicken

20. 20
RoboRoach
wirelessly control
your cockroach

21. 21
Print your
Make-up

22. 22
A house in
24 hours

23. 23

24. 24
This is your
wake-up call

25. 25
… for a Digital
Transformation?

26. 26

27. 27

28. 28

29. 29
Are you the oil tanker
or the pilot boat?

30. 30
Are you the oil tanker
or the pilot boat?

31. 31

32. 32

33. 33

34. 34
Basket of indicators: EBIT Margin Net Profit Margin

35. 35
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
The building blocks for a digital
organization

36. 36
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
The building blocks for a digital
organization

37. 37

38. 38
What is Customer Experience?

39. 39
Price
Product
Service
Customer
Experience
The road to loyal
customers
‘Commodity’
Differentiating through ‘value added services’

40. 40
Product/service
differentiation
Employee
satisfaction
Process efficiency
Process effectiveness
-‐ Customer
satisfaction
-‐ NPS
-‐ Sales
-‐ Share of wallet
-‐ Retention
-‐ Referral
-‐ NPS
-‐ Growth revenue
-‐ Market share
-‐ Profitability
-‐ Share holder value
People
Product/service offering
Process
Customer Experience
Customer Behaviour
High level company KPI’s
Leading indicators
Lagging indicators
Changesinregulationsandtechnology
developments
Context
Source: based on Schmitt – Managing the Customer Experience
Determine your motivation for
improving customer experience

41. 41
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s

42. 42
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s

43. 43
Customer Insights:
what moves your
customer?

45. 45
ABOUT ME
Entrepreneur
Ik ben Don (47) en ik run mijn eigen Reclamebureau. Ik heb het in de
afgelopen jaren laten groeien tot 15 man personeel en 7 vaste freelancers,
met wie ik vaak samenwerk. Ik ben weinig thuis, maar woon wel samen.
MY LIFE
Gerneral
management
Sales &
Marketing
Operations
MY COMPANY
DAY TO DAY ACTIVITIES
//////////////////////////////////////////////////////////////////
Ik werk veel, vaak en hard. Daardoor heb ik weinig
tijd voor andere zaken. Hobbies heb ik niet.
Tijdgebrek is sowieso een issue. Ik kan moeilijk zaken
uit handen geven.
Mijn doel met het bedrijf is om verder te groeien, dan
15 man personeel en 7 vaste freelancers, zodat ik
financieel onafhankelijk kan zijn.
Sinds de oprichting zijn we hard gegroeid door de
inzet van mijzelf en mijn medewerkers: work hard,
play hard. Iedere dag weer richten we ons op
tevreden klanten.
Mijn dagen zien er altijd anders uit, ik moet altijd
mijn tijd verdelen over verschillende zaken,
waaronder de verschillende vrouwen in mijn leven.
Ik ben verantwoordelijk voor het aantrekken van
nieuwe klanten en de creatieve campagnes.
Ik bezoek naast mijn werk af en toe ook beurzen en
congressen. Cijfers interesseren mij niet. Daar heb ik
mijn accountant voor.
“Risk doesn’t
scare me”
Example
persona
partly
in
Dutch
Don Draper

46. 46
Entrepeneur
Kleinere risico's zijn voor mij bedrijfsrisico’s.
Bij grotere risico’s kijk ik ook naar
verzekeringen, mocht het nodig zijn!
55%
Krant
Kantoor
Thuis
Digitale body language
ABOUT MY COMPANY
Algemeen
Eigen medewerkers
Vriendingen
Concurrenten
Accountant
“In het verleden zocht ik
àlles zelf op, maar
tegenwoordig laat ik steeds
meer over aan mijn
medewerkers”
INFORMATION CHANNELS
CUSTOMER PROFILE
Ik ben al jaren klant bij USAA. De
adviseur heb ik via een vriendin leren
kennen. Daar heb ik toen niet veel tijd
aan besteed.
RISKS
Vriendinnen
////////////////////////////////////
Werkervaring
Krant
Café
Beurzen & congressen
Netwerkverenigingen
Use business media
“Its important to keep business
going”
55%
TV
55%
Radio
55%
Computer
TIME SPEND PER LOCATION
Example
persona
partly
in
Dutch

47. 47
"Consumers don’t think
how they feel. They
don’t say what they
think and they don’t do
what they say."
David
Ogilvy
–
the
Original
Mad
Man

48. 48
Age, income,
location
Transactions
Products/
services
bought
Property,
unemployment
Preferences
regarding
products/services
Preferred
channels
Sustainable
customer
relation
Last product
bought and
value
Engagement
with different
media
‘Depth’ of
product
categories
Behaviour
regarding
recurring sales
or switch
Use of services
Taking part in
loyalty
program
Customer DNA Traditionally
Use devices

49. 49
‘Feature’ Vector Customer X: (A,B,C,D,E,....K)
Share of wallet
Preferred
channels
Churn
Life events
Next best sell
Et cetera
Customer DNA
derived from data
Bron: IBM

50. 50
More rocket science:
clustering
Bron: IBM

51. 51
Data-driven
personas
Rank
Action Cluster
% of
Customers
% of Spend
1
Brand lovers
7%
35%
2
Regular customers
12%
15%
3
Online ‘socialites’
8%
14%
4
‘Poor’ customer
7%
6%
5
Promising customers
2%
7%
6
Make me an offer
11%
5%
7
Negotiators
2%
4%
8
Try and find me
5%
2%
9
Non loyalists
36%
8%
10
Spoiled customers
1%
2%
11
I’ll be back, maybe
3%
1%
12
Just looking, not buying
6%
1%

52. 52
ABOUT ME
Entrepreneur
Ik ben Don (47) en ik run mijn eigen Reclamebureau. Ik heb het in de
afgelopen jaren laten groeien tot 15 man personeel en 7 vaste freelancers,
met wie ik vaak samenwerk. Ik ben weinig thuis, maar woon wel samen.
MY LIFE
Gerneral
management
Sales &
Marketing
Operations
MY COMPANY
DAY TO DAY ACTIVITIES
//////////////////////////////////////////////////////////////////
Ik werk veel, vaak en hard. Daardoor heb ik weinig
tijd voor andere zaken. Hobbies heb ik niet.
Tijdgebrek is sowieso een issue. Ik kan moeilijk zaken
uit handen geven.
Mijn doel met het bedrijf is om verder te groeien, dan
15 man personeel en 7 vaste freelancers, zodat ik
financieel onafhankelijk kan zijn.
Sinds de oprichting zijn we hard gegroeid door de
inzet van mijzelf en mijn medewerkers: work hard,
play hard. Iedere dag weer richten we ons op
tevreden klanten.
Mijn dagen zien er altijd anders uit, ik moet altijd
mijn tijd verdelen over verschillende zaken,
waaronder de verschillende vrouwen in mijn leven.
Ik ben verantwoordelijk voor het aantrekken van
nieuwe klanten en de creatieve campagnes.
Ik bezoek naast mijn werk af en toe ook beurzen en
congressen. Cijfers interesseren mij niet. Daar heb ik
mijn accountant voor.
“Risk doesn’t
scare me”
Example
persona
partly
in
Dutch
Don Draper

53. 53
The future marketeer is
a nerd with empathy

54. 54
‘Seamless’
Ordering in B2B

55. 55
Transformation
to B2C

56. 56
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s

57. 57
Integrating and
optimizing the
commercial-‐
and service
activities in
channels

58. 58
Customer Experience
(Social) Behavior
(Big) Data
Intelligence
What Makes Homer Click?
Observations

59. 59
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

60. 60

61. 61

62. 62

63. 63
From more leads,
to more sales

64. 64

65. 65
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s

66. 66
Simplified Customer Journey

67. 67
Customer
Life Cycle
Awareness
Orientate
Purchase
Receive
Use
Service
Each Customer Journey has a
Customer- & organization side
Processes
Midoffice
Customer
Relationship
Management
Customer
Financial
Management
Document
Management
Communication
Management
Business Process
Management
Security
Advise

68. 68
‘Beware of putting
lipstick on a
pig‘‘

69. 69
How to become
really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I INSURE
MYSELF?
the customer is
becoming part of
the processes!
only decoration?

70. 70
Vodafone
Smartphone
Crew

71. 71
Burberry:
“to be the first
company that’s fully
digital end to end”

72. 72
Total access to Burberry, across
any device, anywhere
and with the same feeling
of the brand

73. 73

74. 74
Digital-First thinking:
Burberry designs flagship
shop to resemble it’s website

75. 75
Awareness
Orientation
Buy
Receive
Use
Service
Advice
Retention
How to become really digital?

76. 76
Awareness
Orientation
Buy
Receive
Use
Service
Advice
Retention
How to become really digital?

77. 77
360° view of the customer (Social-‐CRM)
Workflow management
Social listening / external data sources
Datawarehouse / realtime data
Big data analytics / predictive modelling
Digital marketing-‐ & campaigns (inbound)
Awareness
Orientation
Buy
Receive
Use
Service
Advice
Retention
How to become really digital?

78. 78
”Nearly 100% of
innovation is inspired not
by market analysis, but by
people who are supremely
pissed off by the way
things are”
Tom
Peters
–
bestseller
author
of
management
books

80. 80
.com

81. 81
Pascal
Spelier
Managing
Consultant
Digital
Customer
Experience
Reykjavikplein
1,
Utrecht,
The
Netherlands
Mobile:+31
(0)
6
53
29
90
17
pascal.spelier@capgemini.com
Thank you!
@spelier
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