The word “digital” is hurting your resultsLearn to stop using it

Jen TravisSlalom

Digital

https://en.wiktionary.org/wiki/digital

digital (not comparable)

1. Having to do with digits (fingers or toes); performed with a finger.

2. Property of representing values as discrete, usually binary, numbers rather than a

continuous spectrum.

• digital computer; digital clock

3. Of or relating to computers or the Information Age.

• Digital payment systems are replacing cash transactions.

Digital

https://en.wiktionary.org/wiki/digital

Wikipedia entries

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In the Beginning: Digital = IT

Early 1990’s Org Chart

Marketing

Packaging Advertising Public Relations

IT

Network Administration

Website

Late 1990’s:Digital =

Commerce

Late 1990’s Org Chart

Marketing

Brand Product Public Relations

IT(Engineering)

Network Administration

Website Business Logic

Mid 2000’s:Digital = New

Channels

Mid 2000’s Org Chart

Marketing

Traditional Marketing Digital Marketing

IT(Developers & Admins)

Network Administration

Website Applications

Public Relation

Offline Advertising

SEOSocial Media

iPhone Era: Digital = Experience

What “digital” means todayAnd, how we can lose the word for good.

Digital = Everything and Nothing

A digital focus blocks our line of sight

Quote from actual mobile app review for hotel app:

“This is a royal pain. I am not sure it is worth the mobile check in if I have to visit the front desk later in the week to get my key re-instated.”

Today’s Org Chart

DigitalEverything

Else

Design

Marketing Development

Sales

Customer Service Billing

Facilities

Amazing Customer

Experience

Today -Forward

2010+Early

2000’sLate

1990’s

IT

Marketing ITChief

Digital Officer

Chief Marketing

Officer

Chief Customer

Experience Officer

Marketing

The Evolution of the Org to Support Digital

Search Book Plan Check-in Stay Checkout

Marketing / IT SalesMarketing /

SalesFrontline Staff

Product / Housekeeping

Frontline Staff

Email

Advertising

Website

Website

IVR / Phone

Mobile App

Email

Website

Mobile App

Front Desk

Bell Desk

Bed, amenities, pillows

Cleanliness

Service

Mobile App

Front Desk

Customer Journey Map

Customer Concerns

What’s the best deal?

What hotel has everything I

need?

How easy is it to book?

How will I know if it’s a good

deal?

What can we do nearby?

What does the hotel offer?

How long will this take?

Will my room be ready?

Does the room have everything

I need?

Is it clean and will they wake

me up?

Can I check out late?

Is it a hassle to get my bill?

Amazing Customer

Experience

Sales

Product

ITCustomer Support

MarketingTomorrow’s Team-Based

Approach

Cutting the Cord

1. Define the overall brand experience

2. Map out critical customer journeys

3. Create cross-functional journey teams

4. Let “digital” fade into the background