Digital Transformation (by Altimeter) Цифровая трансформация

2. Welcome!!
Brian Solis!
Principal Analyst!
Jaimy Szymanski!
Senior Researcher!
Slides and this recording will be emailed to you after this webinar.!
Use the Readytalk control panel to submit questions at any time.!
#DigitalTransformation!

3. Read the Open Research report!
· Download at !
AltimeterGroupDigitalTransformation.com!
· Based on!
· Interviews with 20 ecosystem
contributors from companies
undergoing digital
transformation in 2013 and 2014!
· Survey of 59 digital strategists
and executives at companies in
Q1 2014!

6. In this report, we do not tackle enterprise-wide digital
transformation. Instead, we conducted our research
through the lens of customer experience to learn
how companies are adapting to new consumerism. !

7. Altimeter Group defines digital transformation as:!
!
The re-alignment of, or new
investment in, technology and
business models to more effectively
engage digital consumers at every
touchpoint in the customer
experience lifecycle. !

8. Politics.!
Egos.!
Self-preservation.!
Lack of understanding and expertise.!
Not my job.!

9. Digital transformation
represents the quest
to understand how
disruptive technology
affects the digital
customer experience.!

11. Change has to start somewhere.

16. Customer journey
mapping yields a new
understanding that
consumer habits and
expectations are
outpacing current
organizational
infrastructures. !
As consumption habits shift,
brands require media ubiquity!
• What uniquely defines the
persona of our customers?
• What is different about their
customer journey?
• What are the touchpoints they
frequent, how do they use
them, and with what devices?
• What are their expectations,
what do they value, and how
do they define success?
• How are they influenced, and
by whom? How and whom do
they in turn influence?

18. THIS LEADS US TO THE !
CONCLUSION THAT EVEN WHEN !
EXPLICITLY DEFINED, !
THE TERM “DIGITAL
TRANSFORMATION” IS
STILL MISUNDERSTOOD. "

21. “For a long time, we’ve
been based in TV and
print, and digital
extension was just a
microcosm of the
traditional campaign.
Our CMO Jim Farley is
challenging teams now
to think digitally first.” !
– Scott Monty, Ford

22. Digital first requires that strategists re-imagine the entire journey where
digital is not only first, it is fundamental. Efforts are most meaningful when
they consider the broader picture of customer behavior in an attempt to
answer the question, “What would my digital customer do?”

23. Digitally savvy executives recognize the
need for digital transformation."

32. Cross-Functional Digital Hubs Thrive When
Roles and Responsibilities Are Formally
Defined, Empowered, and Managed!
!
· Digital hubs with cross-functional members also include
resource-focused, decision-making departments, such as IT,
HR, legal, and compliance.!
· Leaders of the digital hub must assign and accept roles and
responsibilities to divide and conquer against the many
competing priorities that will naturally emerge.!
· Our research shows that these special groups report directly
to the C-Suite to continue to earn buy-in, but more so to
educate leadership in new ways to engage customers so that
they become company-wide priorities.!

33. Digital transformation is rife with inhibitors.
Change takes collaboration, resources,
leadership, and an understanding of its
business value. !
!
In organizing or reorganizing for digital
transformation, companies must approach
challenges head-on to create a seamless !
digital experience that meets consumer
expectations at every touchpoint."

37. Digital transformation teams are a
sign of formalized change efforts!
· Special workgroups are forming to explore and
expedite transformation. !
· Executive support brings people together from
different groups to collaborate on solutions.!
· IT is an ideal ally to change agents and DCX
teams in impacting the customer journey and
streamlining digital transformation.!

38. Marketing
IT

39. Marketing
IT
MIT

40. “These two functions have tremendous ability to
impact customer experience through change.
Marketing defines the vision of the company and
value proposition for our customers, while IT
touches and enables every part of our business and
is the ultimate orchestrator of change. Combining
these two functions allows us to more effectively
align our strategy and execution to become a more
customer solutions-driven business.”!
- Grant Ferguson, Motorola Solutions

41. “Digital and IT have to
be in lock-step. What
goes out the window is
finger pointing, and
hand holding comes in.
IT participates in every
meeting to understand
goals and objectives
and to provide inventive
but realistic solutions,
timelines, and costs.” !
!
- Bridget Dolan, Sephora!

43. Digital transformation carries
expectations that its impact can be
measured at both business and
customer levels.!

46. There are only two ways to !
influence human behavior: !
manipulate it or inspire it!

47. Born Digital!
Information, products,
services, and supporting
systems that align with
expectations and behaviors
of Generation C…
consistently, seamlessly,
across every screen in
every scenario.!

48. It takes empathy.
It takes courage.
It takes vision.
It takes resilience.

49. Thank You! Questions?!
Brian Solis!
brian@altimetergroup.com!
briansolis.com!
@briansolis!
!
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information.
The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!
!
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models. !
Jaimy Szymanski!
jaimy@altimetergroup.com!
jaimyszymanski.com!
@jaimy_marie!