Embracing the new digital realityTim Cockle

Head of Digital Services

Question time

What is your interest in digital

transformation?

Question time

We are actively engaging in

digital transformation

We have an aspiration for

digital transformation

Question time

We need convincing about the

need for digital transformation

Question time

I like chatting with people and

eating cake

Question time

Scene Setting

You might not have noticed –

Expectations are high!

Making the most out of our time – and in the moment

So… not just a large audience

but one that behaves differently

but mobiles are quite cool now…

TfL and utility companies opening up data to 3rd parties

who enhance their service

Find ways to improve the value of what you do through

eco-systems – focus on your core specialism

Eco-systems – operating differently

When planning holidays it is common to use multiple

aggregators and services

Amazon created a platform (consolidated demand)

Discipline and collaboration

– You get better results but it takes effort

Lean

– start small; learn from data and feedback

Experimentation is fundamental

– invest in learning something; don’t underestimate

Agility – how to thrive

the value in learning you were wrong

Framing digital transformation

- where do you want to be?

Digital transformation

can beBIGTransformation at an organisational level

Changing what you invest in

– Uber doesn’t own vehicles & Airbnb has no estate

Changing how you operate internally and externally

– fundamental different business models

Changing the form of what you provide

– An iPod was a device now it is a service

Digital transformation

can beSMALL

Transformation at a service level

Changing how you deliver a service or product to

customers – but everything else stays the same

Focused effort on a particular issue or priority

challenge

However, can still deliver significant impact

– for example cost savings through channel shift

Digital transformation

can be

Focusing on front end experience

Customer engagement through context,

personalisation and omnichannel strategy

An area of growth and some mature thinking – still

challenging but range of agencies who can support

There are always quick wins

Digital extends into the backend and processes

Cross functional change program needed to

optimise around the customer

Needs a greater range of skills and capabilities and

arguable offers the greatest area of growth

Digital transformation

can be

More likely to require a range of partners to support

in any initiatives

Where are you coming from

- What is driving you

Are you a small young organisation

– born to digital

Are you responding to a threat (perceived or real)

– digital for survival

Are you focusing on improving your services

– digital for growth

MaturityYour progress on a journey

More than your digital arsenal

Culture – education all levels & share initiatives

Organisation – process redesign, people & skills

Technology – shared platforms, integration, robustness

Metrics – consistent customer focus

Champions & Acceleration Teams

– dedicated support for change

Acceleration Teams: support change

- Nestle, Renault, TUI

Digital Champions: work within department to facilitate

- several national charities

Requires

- senior support & funding

And that…

- Transformation should mean lasting change

- Transformation in itself is not the goal

- It is about organisation change, today this means

focusing on the customer

So…

Throughout the day frame the examples you hear

– also remember we all have different starting points

Thanks& questions / comments

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

Digital

transformation

Conference

21 May 2015

London

#charitydigital

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