WHAT ROLE DOES THE CSUITE PLAY IN DIGITAL? · Marketing communication to market Brand perception...

WHAT ROLE DOES THE CSUITE PLAY IN DIGITAL?

www.digitalconversations.com.au

BEYOND THE HANDSHAKE


Buyers have changed more in the past 10 years

than the past 100

Source: Sensis Social Media Report

Digital platforms have changed the buying process


Where are we now……

Source: Sensis, Capgemini Consulting & MIT Sloan Management Review survey

60% of companies do not incentivise

employees to engage in digital transformation

35% of Australian businesses are still

offline

41% of CIO’s have an enterprise wide digital

strategy

DIGITAL CHANGE STARTS FROM THE TOP


Need to understand how to integrate digital into the traditional business

model

Digital needs to be driven from the top down to have real impact

CEO role is to lead your team into the digital future

You cannot ignore the digital experience unless you want to ignore

your customers

CEO’s should encourage questions, challenges & speculation


1.Understand the digital challenges

Don’t commit this

cardinal sin

Send the

WHERE DOES DIGITAL FIT

Is Digital integrated or an add on in your business model?

8www.digitalconversations.com.au

Digital should not be an after

thought!

Rethink your structure and how

it aligns to the business

Strategy is just the

start of the digital

journey – the real

impact comes

with the execution

of the vision

Don’t commit this

cardinal sin

Send the

HOW DOES IT IMPACT

BUSINESS GROWTH?

Send the

96%of Australians

are online – can

you afford to

ignore them.


2.Focus your investment

The customer comes first in

the digital discussion

• All your decisions should be centred

around your customers

• Create your vision based on your

customer research

• Change human experiences as well as

the digital one

• What do they want from your business?

• What do they expect you to have?

• They want to use digital channels now

more than ever before


Understand your customers

path to purchase

• Understand how ‘the click’ impacts

sales

• Do you know how your channels

connect offline & online?

• Involve key staff in the process of

understanding the path to purchase

on your digital channels – often they

can offer the most value


Create a Digital Culture

A digital culture is one that uses

technology to interact, shop,

play, entertain, create and view

world problems differently.

Raise your teams Digital IQ

Encourage Intrapreneurs

• Give teams the ability to imagineer

• Wonder what if…..?

• Let them know it is OK to fail – from

failing comes learning & innovation

• Change human experiences as well

as the digital one – help your team

get comfortable with the changes

as well as the technology


Encourage Consistent

Team Learning

• Regular training for your team to

develop their skills to meet the

future digital challenges head on

• Give your teams the skills they

need to deliver the digital vision


Don’t commit this

cardinal sin

Send the

Stats on educated teams & productivityGIVE YOUR TEAMS THE

TOOLS THEY NEED

Be realistic about your level of digital maturity?



3.Engage the business

Digital is Internal & External

Customer path to purchase

Client experience

Marketing communication to market

Brand perception

Mobility

Overall customer experience across

channels

.4www.digitalconversations.com.au

Productivity

Work flow & efficiency

Training & on boarding

Saves costs.

Processes & automation

Product innovation

DIGITAL CAN SAVE &MAKE YOU MONEY

Introduction INTERNAL BARRIERS TO SUCCESS

Management attitudes

Lack of budgets for capital growth

Outdated systems

Lack of understanding by C-Suite & board

Wrong skillsets for innovation

No clear path or strategy


Don’t commit this

cardinal sin

Send the

HOW DOES IT IMPACT

BUSINESS GROWTH

ACTION STEPS YOU

CAN TAKE NOW

CEO ACTION STEPS

1 BE AWARE OF TRENDS DURING CHANGE IN YOUR INDUSTRY

2 HIRE THE RIGHT TALENT TO SUIT YOUR FUTURE NEEDS

3 EDUCATE YOURSELF & YOUR TEAM

4 FOCUS THE EFFORT WHERE THE GREATEST OPPORTUNITY IS

Skillset AuditWhat skills do you currently have and where are there gaps?

How are your teams

using technology?

4


CHANGE IN MINDSET REQUIRED

They way we work has changed

The way we shop has changed

The way we do business has changed

Mindset needs to keep up & ahead of change


Don’t commit this

cardinal sin

Send the

DIGITAL IMPACTS EVERYONE

IN YOUR BUSINES

BEYOND THE HANDSHAKE

BUDGETING FOR THE FUTURE

Need to budget for future innovation

Add a DTI Fund to your budget line (Digital, Innovation & Technology)

Be realistic on what it will cost

Engage specialists in their field to help to put some numbers around your vision

Include Digital KPI’s for each one of your team


Digital Rockstars

• Don’t make the mistake of thinking you are a

Rockstar and don’t need to innovate

• Ask Kodak, Blockbuster, Virgin Megastores,

Yellow Pages what its like to let arrogance win

• Every business needs to continue to innovate

• Ego doesn’t not belong in digital innovation



4.Sustain the transformation

BE REALISTIC

Set priorities

You have to have realistic expectations

Innovation & digital change takes time

Be prepared to fail

5


www.digitalconversations.com.au 4

KEEP IT SIMPLE

GIVE YOUR PEOPLE

THE ABILITY TO

IMAGINEER, LEARN

AND FAIL

DIGITAL CONVERSATIONS

Provide a brief, set goals & be clear about your outcomes & what you want to

achieve. Then give them the approval to go ahead and play


IT WONT HAPPEN OVERNIGHT….


ELEPHANTS MUST LEARN

TO DANCE

“No matter what industry you are in, you

need to leverage the internet if you want

to compete. You cannot get away from it!

You can bury your head in the sand and watch your business fail because you are stuck in a time warp OR you’re going to

educate yourself”

Marie Forleo – Business Thought Leader.


Send theTime is up.

It is time to

step & get in

the game!

WHAT ROLE DOES THE CSUITE PLAY IN DIGITAL? · Marketing communication to market Brand perception...

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