How to prioritise your transformation to-do list

Transcription

1 How to prioritise your transformation to-do list Phil Dearson Econsultancy Digital Transformation Consultant 18 November 2014 Copyright Econsultancy

2 Building your transformation roadmap - methodology Interviews Capabilities assessment Workshop Implementation roadmap Strategy workshop Presentation of draft findings - identify and address areas of misalignment and prioritise capabilities as a team. Conduct interviews with key stakeholders across business. Conduct an assessment of 120 digital capabilities against best in class benchmarks, and future priorities. Roadmap that outlines phases and quarterly milestones to develop the organisational capabilities and achieve digital maturity. Assess Plan Deliver

3 Customer experience best practice statements Capability Customer journey Persona development User experience optimisation Multichannel integration Testing Customer service integration Customer satisfaction Landing page development Personalisation Site search Best practice statement Customer touchpoints are being tracked and journeys to action optimized at all possible opportunities. Key customer journeys are detailed to offer insight into product development. Each brand/product has developed clear customer personas and uses this insight to drive strategic plans and campaign optimization. Website usability and the online customer experience is a priority and is constantly tested and optimized. Consumer satisfaction with the website experience is high. The customer experiences a fully integrated experience across all channels (web, mobile, store etc). The brand feels the same whichever channel they are using and data from one is accessible in all the others to give a unified shopping experience. A full testing capability is in place that tests capability across all key areas - major upgrades, conversion optimization, UAT testing browser and device optimization, delivery speed. Findings are integrated with the organizations development roadmap and a clear change process is in place. Customer service is fully integrated into the customer experience through capabilities such as livechat, interactive Q&A, social media listening and response. Agreed response times and an escalation policy are in place. Customer satisfaction metrics are captured and synthesized regularly. Customer satisfaction trends are combined with behavioral analysis to further develop user experience enhancements. Landing pages can easily be created and added to websites in a timely manner as needed. A standard process includes a brief template and design guidelines that result in content and feature modules that can be repurposed across business groups and subsidiary markets. Elements of landing pages are tested and optimized regularly. Web experience and communications are personalized based on customer behavior, CRM data, and look-a-like models. The customer experience is more relevant, the customer feels recognized. Conversion rates increase and brands earn more loyalty. Site search is integrated across all web properties and has been tested to ensure results are comprehensive and relevant. Predictive search is used to enhance the customer experience. Search data is used to influence future content and site developments.

4 Customer experience - org capability Customer journey Persona development User experience optimization Multichannel integration Testing Customer service integration Customer satisfaction Landing page development Personalization Current capability Future capability Site search Current capability Future capability

5 Customer experience self assessment Processes, frameworks and guidelines to support customer experience Understanding the customer Understanding the customer journey Importance Knowledge Measuring the success of customer experience improvements e.g. A/B testing, Multivariate Testing, Conversion Rate Optimisation Best practices for customer experience Tools and technology to support customer experience 5

6 Alignment workshop L M F E H D C N P I Q B O A J K G