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Digital Ceilings
V1.0 24th March 2014
Current Projects – Chris Airey
Digital Transformation at Swiss Re (Admin Re) [email protected]
Start-up, smashing Digital Ceilings (Skills) [email protected]
Next generation of change [email protected]
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’
