Yellow Pages Group is a leading media and marketing solutions company in Canada with its roots in the declining print industry. By facilitating better communication between its 1,100 consultants, YPG has made huge strides in transforming itself into a digital powerhouse.
Provide a quick overview of Yellow Pages GroupExplain the differencebetween US Yellow Pages and Canadian Yellow Pages
Provide a quick overview of our online reach
“Traffic & Distribution Channels”
“Strong National Footprint”
Introduce the notion of Digital Transformation atYellow PagesExplainthatit has started about 4 yearsago
Explain that,as part of the Digital Transformation, there is the « Visible Part », i.e., what can be seen by anyone outside the organization.
Talk about the fact that there is also the “Not So Visible” Part of the Digital Transformation , i.e., the various impacts that digital transformation has inside the various part of the organization.Marketing: from a stable market to a fast evolving competition landscape, that require rapid introduction of new productsSales: from a cyclical 6 months sales process with a simple product portfolio to a continuous but unpredictable sales process with a complex and diversified product portfolioFulfillment: from a batch low-touch process to a complex highly interactive approach.CustomerService: from a single channel (phone) to a multi-channel approach.Information Technology: from a traditional MIS waterfall to an agile IT organization, in order to support and sometimes lead initiatives from the rest of the organization.Explainthat in order to succesfullyexecute on theseorganizational transformations, the organization culture itselfhad to change.
Explain the importance of Cultural Transformation in the organizationoverall transformation.Explainthat one of the objective of the new Intranet is to foster changes in how people interact and performtheirday-to-daytasks, as an enabler to the major transformation initiatives of the orgasniization.Reference: The Huffington Post | Oct 10, 2009 Jon Younger
Explain the objectives around the new Intranet.It is still the same overall goal as First-Generation Intranet, i.e., a centralized place to find information about the organization.But it has certain characteristics that makes it more
Explainthatsomecharacteristics of the new Intranetactually sent a strong message about « YPG isnowtruly a digital and social media enteprise »