Digital Ceilings V1.0 24 th March 2014. Current Projects – Chris Airey Digital Transformation at...

Digital Ceilings

V1.0 24th March 2014

Current Projects – Chris Airey

Digital Transformation at Swiss Re (Admin Re) christor@viesolutions.co.uk

Start-up, smashing Digital Ceilings (Skills) www.advocacyandinteraction.comchris@j2ai.com

Next generation of change talentwww.grayce.co.ukchris.airey@grayce.co.uk

Digital Ceilings?

What?

The Game

+

=Customers Keep

Coming Back

“Like Me Think”

aka: Digerati Bias

http://www.thedrum.com/news/2013/10/24/introducing-digerati-drum-reveals-uks-top-100-digital-achievers

http://www.masterintelligence.com/content/intelligence/en/research/reports/2013/around-the-world-in-5-personas--how-global-consumers-think-about.html

Focus? Whose requirements?

Customers WIIFM’s?

Inside out vs Outside in

Research

Shop

Select

Purchase

Use

Support

Recommend

Repurchase

Who do you reallythink of in the middle of the

customer journey?

A) Marketing ROI

B) CRM system

C) Legacy system

D) End Customer

E) Client

F) Buyer

G) Middleware

H) Call Centre

I) Other

Daniel Kahnerman~ Loss Aversion, Framing, Anchoring (Thinking Fast and Slow)

CIO & Digital Techies

Common threadsCIO’s structural and job title fetish

http://www.cio.co.uk/blogs/it-value-stack/four-horsemen-of-cio-apocalypse/CTO / CIO / CDO / CISO / CEA etc

Proper vs Digital, people incompatibility

ESBs / Middleware / SOA (legacy blindness), Prince, ITIL, Zachman first, Data Mastery, 24*7

Too busy ‘sold out’ In-house and Demand Management cycle

IT fascinations BYOD, Cloud, Internet of Things, Guru’s of own systems vs common

Early days still….

Know Your Customer

http://www.advocacyandinteraction.com/2014/03/20/red-molotov-has-a-point-uk-budget-and-pensions/

+

=Customers Keep

Coming Back

Summary & Questions?

Summary: Match Digital Relevance to Customer Goals (and vice versa – perhaps change business model), Match Identity

to Risk, Beware Digital ‘Antibiotic Resistance’, Protect Customer Data,

Ecosystems not Hub & Spoke, Deliver compelling change – ‘what would the web do’ ‘digital by default’ ‘if you were a start-

up’

chris@j2ai.com