Presentation summarizes our thoughts about digital transformation and details the 5 main actions every large organization should consider in 2018. These are - Digitize the organization, Create a long term plan, Understand experience, Move the focus to fulfilment and create new services and products that enable direct contact with customers. Have a great digital 2018!

1. Digital
Transformation
The way

2. shayr@realcommerce.co.il
linkedin.com/in/shayrosen
facebook.com/shayrs
slideshare.net/shayrs
052-5118539
Shay Rosen
Strategy & Customer experience, realcommerce

4. Digital transformation 1.0
Is over
Most enterprises have already established large digital operations, launched an aap, a website, established omni-
channel strategy, connected online to off-line and created an advanced data collection operation to enable
personalization at a certain level.
Some even report that they don’t know what to include in their 2018 work plan.
So is Digital transformation completed?

5. Digital transformation 1.0
Is over
Truth is that Digital is here but transformation is not. Enterprises are very successful at moving existing processes to
the digital space but are not very successful at adapting to the digital change and at managing the so much needed
change within the organization. They continue acting as if we are in an off-line world with digital channels. This is
not the case…

6. Digital transformation 1.0
Is over
What’s Next?

7. TransformationTransformation is when something change completely. That’s th e next step when organizations will change services,
create new products, new business models and customer service routines. New everything.

8. 5 things, every enterprise should consider
doing In 2018

9. 01
Digitize the
organization

10. Make internal digital channels more modern and mostly mobile. No enterprise can demand it’s employees to
adopt “digital thinking” and continue communicating internally using obsolete channels that look like they were
made in late 1980’s. No enterprise can preach mobile first and continue using outdate desktop only tools.
Moving internal systems to mobile will enable a win-win where corporate image will improve and employees will
be able in access work 24/7 and increase efficiency.

12. 02
Plan long term
Execute short term

13. Planning for the long term enables:
• Understanding prioritization
• Setting up the right goal and objectives
• Overcoming obstacles that will not exit
in the long term
• Creating a roadmap of projects that
will advance the organization towards
accomplishing it’s goals while creating
success that will promote internal
change

14. While embarking on a trip, the most
important thing is to have a compass.
Something that will guide the way. Most
organizations will use profitability,
revenue, market share and stock value as
a compass. This is good in the short term
but dangerous on the long term because it
will make the organization forget the
customer or even worse, consider the
customer as a revenue resource

16. 2018-task: perform a vast customer
research. Understand needs, motivations,
fears. Try to figure out new ways to serve
customers, really help them go through
their day to day challenges and even
delight them.

17. Understand
Experience
03
Most organizations think experience is all about nice looking
websites and smooth process. That’s just the basics. But
experience is much more than that. It’s a complete 360 process
that generates new feelings and changes perspective. Like the
Uber experience or Airbnb.

20. There is a huge gap between the way
organizations think they provide
experience and the way customers feel
they receive it..

21. Take banks for example. This image was taken in a branch on a
typical afternoon.
Wasn’t the branch supposed to be empty by now with all digital
channels? These customers are not old or outdated. It’s just that
the experience banks provide is still very far from being
complete. The main problem is that customer needs are not
recognized by banks and existing solutions do not provide
enough value

23. 04
Move your focus to
fulfillment
Part of the solutions is putting real attention on fulfillment. It’s
pretty easy to create good looking digital assets. Fulfillment is much
more complicated. But no one likes a great website that doesn’t
deliver

26. Fleet
management
Navigation
Inventory
Customer
Service
Drivers

27. 05
Explore new territories
Run to the Front
Organizations that fail transforming and adopting to the digital space
risk loosing direct contact with the customer. This is a huge risk that
might create a gap very difficult to bridge. Organizations must
explore new ways, services and products that will enable them to
stay in direct contact with customers and deepen relationships

32. Digital Transformation 2018
Digitize the organization
Plan for the long term
Understand experience
Focus on fulfillment
Run to the front
Start with turning loose loose to win-win

33. DT @
Digital strategy
Complete customer experience
Plan & Build Technology infrastructure
Web/app development
Analyze & Optimize

34. shayr@realcommerce.co.il
linkedin.com/in/shayrosen
facebook.com/shayrs
slideshare.net/shayrs
052-5118539
Shay Rosen
Strategy & Customer experience, realcommerce

35. Thanks;)