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05

Apr

Highlights and Key Themes from the 2016 Digital Transformation Summit

The very first Digital Transformation Summit was held last month in Auckland and I was interested to attend, to see who would be there and what would be talked about.

Digital Transformation is becoming a big topic of discussion for New Zealand organisations, however one of the biggest realisations early in the day was that Digital Transformation has not yet been clearly defined or perhaps entirely understood in New Zealand. Clients and vendors alike can sense the benefits of it but they haven’t fully realised it yet. There is no clear path and there will likely never be a three, five or nine step plan to achieving “Digital Transformation”, however there are key aspects business needs to consider, which were highlighted during the Summit.

A lot of the incentive driving businesses to look at digital transformation seems to be very customer, experience driven and/or improving processes. For example, ASB presented at the summit about how they are using digital transformation to drive engagement, gain loyalty and increase brand love. This is being accomplished by creating a consistent, rich experience around all of their digital touch points, not just in person at the bank branches.

Some key themes and thoughts that came out of the Digital Transformation Summit:

The need for a clear digital strategy and buy-in around what a company wants to achieve – or at the very least an idea to get started

A significant part of digital transformation is about identifying what we want to achieve for our customers. How we can create the best personalised experience across all touch points through which customers interact with the business. How we can help them achieve their goals and ultimately the businesses. Enabled by the different components of technology as a connected platform delivering a consistent yet agile experience allowing customers to choose their own adventures.

At the Summit a lot of people were discussing various approaches to digital transformation but at the end of the day there is no three, five or nine step process or plan that can be followed. Digital transformation is unique to each business and what they are trying to achieve, it can never be fully planned – it’s an evolutionary process.

  • Traditionally when starting a project, we may define multiple personas of customers, find their journeys, enforce a path they need to take to complete a task, e.g. purchase something.
  • Now, start with minimal functionality you can get away with and continuously learn and evolve. Have an idea, pick two or three key understandings or views of what the visitor or customer is trying to achieve and build on that by getting it out, testing it, learning, evolving and growing from it. It’s about delivering a platform that empowers a business to provide personalised experiences, driving goals.
  • There needs to be buy-in through-out the business. An understanding of what you’re trying to achieve and why. Allow collaboration and determination to achieve your strategy.

The culture in the business needs to be agile, flexible, innovative, take risks

IAG had an interesting presentation. They told the story of bringing into their business a person who revolutionised their digital transformation. In the last five years they were only completing a release twice a year. In the last eighteen months this person has helped them achieve around fifty odd releases. After a bit of analysis, they established a minimal amount of functionality they knew and could get away with at the time for their site, got it out there, then started learning and evolving. He created an agile environment with daily stand ups that in the beginning only had around two attendees, now they have about a hundred and fifty people joining to see how he is managing to complete so much change so quickly. The approach showed IAG they didn’t need to build all the functionality they originally prescribed themselves through their analysis, instead this is a great example of how digital transformation is about using technology to be agile and adaptive.

Have the necessary skills in your business for what you are wanting to achieve

Technology is the enabler, not the solution. To create a stand-out experience for customers it can be about a transformation of the business as a whole, incorporating multiple components of technology, looking at business processes, efficiencies, being innovative, taking risks. The business needs to be a collaborative environment with people who are best suited to the challenges and have complete buy-in.

New Zealand organisations are now thinking out of the box around being able to relate to their customers. They are increasingly understanding the need to have consistent branding and experience between not only across all types of devices but also across all types of touch points where customers interact with the business. Whether it is online, in-store or through the ever increasing new mediums, it’s using multiple channels to learn how customers interact, so they can better adapt to the different needs of customers to drive goals.

One person at the summit used Lego as an example. Their sales were average until the Lego Movie was created. This grew Lego’s sales exponentially for the entire period the movie was being promoted and shown around the world. It was a completely different digital medium used to create growth in a company. Organisations are trying to think of other ways to do this, pushing and driving people across different digital landscapes.

Personalisation

The topic of personalisation was touched on at the Summit, and it’s something that should be fundamental to any digital project. At Intergen we’re talking with our clients about how we can empower the whole business to personalise the experience to the right people, with the right content, at the right time, in the right way.

This was shown when Inspector Neil Macrae from the New Zealand Police presented, who spoke about the RealTime Intelligence for Operational Deployment (RIOD) solution that Intergen has implemented to transform critical decision making within the New Zealand Police. RIOD is a platform to support command and control operations and the New Zealand Police’s tasking and coordination processes. It also provides a common operating picture based on a ‘single source of truth’ to enhance situation awareness and facilitate planning and collaboration. RIOD brings tasks to the phones of front line staff, which means they are kept completely up to date while in the field.

We came away from the Digital Transformation Summit enthused by the conversations and excited to see how New Zealand can embrace and grow to bring even more exciting discussions to the second summit in 2017.

If you didn’t make it along to this year’s Summit, or if you still have questions about what’s new with Digital Experience and Design solutions, we’d love to chat with you

Posted by: Richard Brown, Head of Digital and Experience Design | 05 April 2016

Tags: Digital Experience


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