THE 6 PILLARS OF DIGITAL TRANSFORMATION

Emmanuel VivierMarketing Digital Expert

Author of « The Guide of Digital Transformation »

@EmmanuelVivier

2

Research Training KlubConferences

3

TRANSFORMATION ?

The Digital Transformation Matrix T H E 6 P I L L A R S

5

Customer Exp. & Marketing 2.0

Technologies

Data

Culture & Organisation

Leadership

Measure

Change Management Change Deployment

Dig

ital E

xcelle

nce

D

igit

al E

xcelle

nce

PLAN

Strategy & New Business

Models

Digital Skills & Organization

IT &Business Integration

Unification CRM

Content, Utility & Experience

KPIs

Dig

ital E

xcelle

nce

TEST

Pilote & Lab

Processes & Policies

EverywhereCommerce

Legal & Cyber Security

Social, Mobile, Video

Analytics & Metrics

AUDIT

Comprehension & Vision

Digital IQ &Acculturation

Ecosystem & Architectures

Existing Data Mapping

Customer Understanding

Best Practices

DEPLOY

Roadmap & Commitment

Training & Change

IOT, Cloud, SAAS, API

Data visualisation

& Datamining

Engagement & Mediaplanning Omnichannel

Dashboards

OPTIMIZE

Learning Expeditions

Collaboration

Open Innovation &

Agility

Big Data, AI & Predictive

Real Time

Benchmarks

Dig

ital G

ove

rnance

D

igit

al E

ng

ag

em

ent

LEADERSHIP &

MANAGEMENT

Digital Disruption: a tsunami that won’t wait for you

7

8

Leadership & ManagementK E E P P A C E W I T H Y O U R C U S T O M E R S & W I T H T H E I R N E W E X P E C T A T I O N S , U S E S

9

K E E P T H E P A C E W I T H Y O U R C U S T O M E R S : A S K Y O U R E M P L O Y E E S

The Shadow Executive Commitee of AccorHotels with 13 employees under

35 years old

Leadership & Management

10

Leadership & ManagementW I L L I N G N E S S , S U P P O R T & E X E M P L A R I N E S S I N F A C E O F I N E R T I A O F H A B I T S

11

Leadership & ManagementP A S S F R O M «   W A I T & S E E   » T O «   T E S T & L E A R N   »

12

Leadership & ManagementT H E W O R S T D E C I S I O N I S N O D E C I S I O N

13

Deploy & optimize what we already master

Experiment with something that has never been made

Test what already worked elsewhere 20%

10%

70%

D E F I N E T H E R H Y T H M O F C H A N G E

Leadership & Management

CULTURE & ORGANISATION

« Google is piloted everyday by its culture & not by me»

Eric SchmidtCEO of Alphabet

15

Digital Culture VS.

Traditional Culture

16

17

Culture Et OrganisationC U L T U R E D I G I T A L E V . S . C U L T U R E T R A D I T I O N N E L L E

VERTICALITY HORIZONTALITY

18

PROPERTY OPEN SOURCE

19

INTIMITY EXPOSITION

20

Culture & OrganisationA N T I C I P A T E & M A N A G E T H E R E S I S T A N C E T O C H A N G E

The 7 stages of human reaction

SHOCK

Surprise

Confusion

Torpor

DENIAL

Refusal & disbelief

avoidance

FRUSTRATION

& Bargaining

Doubt, Uncertainty

Irritation

DEPRESSION

Abandonment & resignation

Low moral

Lack of energy

EXPERIMENTATION

Awareness

Test & Learn

DECISION

Awareness

Look for possibilities

& benefits

Regain of trust

ACCEPTATION

Change integration

A lof of acceptation & passion

MORAL & COMPETENCE

TIME

21

Culture & OrganisationH O W T O F I G H T G A F A ?

Say hello to your new competitors!

22

Culture & OrganisationB E W A R E O F A N N O U N C E M E N T E F F E C T

You can’t just buy

change in a store

TECHNOLOGIES

Upgrade your IT in order to face the new needs & expectations of your employees

24

25

D O N O T I N V E N T S E R V I C E S O F T O M O R R O W W I T H T O O L S O F Y E S T E R D A Y

Technologies

26

TechnologiesM O B I L E A T T H E C E N T E R O F Y O U R S T R A T E G Y

M O B I L E U S E R S B U Y M O R E & M O R E O N T H E I R D E V I C E S

From Mobile Media

To Mobile Business

3B € OF TURN-OVER

50 % ON MOBILE

27

28

TechnologiesB E W A R E O F D E H U M A N I Z I N G Y O U R C O M P A N Y

DATA

T H E N U M B E R O F T O U C H P O I N T S , O F F O R M A T S , O F T H E V O L U M E O F D A T A W I L L C O N T I N U E T O E X P L O D E

DATA

30

The Data produced between 2014 & 2016 represent 90% of Data produced since the beginning of computing

31

Bring to light the right information at each level of your organization

32

The Data: legal security & ethical challenges

33

34

Data A I & M A C H I N E L E A R N I N G

The main challenge is to overpass reality in order to achieve a predictive analysis

MARKETING 2.0 & EXP. CLIENT

Marketing 365: create experience everyday!

Have you set up a factory for the content?

36

From Marketing to Service

37

From Marketing to Customer Experience

A key factor in Taxi VS. Uber case!

38

New formats: the success of social media

39

Mobile, number 1 world media

40

MEASURE

If you do not measure, it is the same thing that piloting without indicators

42

43

Measure C H O O S E T H E R I G H T I N D I C A T O R S F O R M E A S U R I N G I N A C C O R D A N C E W I T H Y O U R O B J E C T I V E S

Quel trafic généré sur le

site pour quel coût?

Quel CA

généré?

Quel taux de

recommandation?

What is the rate of

engagement?

Number of email in the base

Turn-over

Average basket?

Repurchase?

What is the rate of

recommandation?

Number of shares?

Number of

impressions, of views & of reached users

Number of

subscribers, of fans, of followers

Number of mentions

of a product or of a brand

Number of mention of

your competitor

Percentage of positive &

negative mentions

Rate of response & delay of response

SELLENGAGECUSTOMER SUPPORT

PROMOTELISTENRECOMMANDATION

« Performance dashboard, from my point of view, is the most important subject. »

Lubomira Rochet, CDO of

L’Oréal

44

Too much measuring, will kill measuring!

45

CONCLUSION

“Innovation distinguishes between a leader and a follower.”

Steve Jobs

47

Emmanuel VivierMarketing Digital Expert

Author of « The Guide of Digital Transformation »

@EmmanuelVivier

48