Create a Customer-Centric Digital Strategy

Harness the power of digital to transform your customer interactions.

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Your Challenge

  • By the end of 2015, it is estimated that 25% of all businesses employed a Chief Digital Officer to help achieve digital transformation, relegating the CIO to a support role (Brinker, 2013).
  • Business’ perception of IT’s ability to be a partner has always been low; successfully planning a digital transformation will improve that perception.

Our Advice

Critical Insight

  • CIOs must prove their ability to plan digital transformation, or risk being relegated to a supporting role.
  • Successfully planning a digital transformation will improve the business’ perception of IT’s ability to be a partner.
  • Planning a digital transformation is a collaborative effort between all functions of the business and the CIO must engage other business leaders to create a truly successful digital strategy.

Impact and Result

  • A customer experience map requires the CIO to map out the entire experience of a customer with the business, helping the CIO gain a better understanding of the business and how digital initiatives can improve a customer’s experience.
  • The collaborative approach to creating a customer experience map and then defining the required digital maturity will position the CIO as a key contributor rather than just a supporter or order taker when it comes to digital transformation.

Contributors

  • Tom Woyzbun, Digital Account Manager, Corus Entertainment
  • Director of Digital, KPMG
  • Jack Hakiman, Director of Business Applications, Sun Life Financial
  • Kris Woyzbun, Founder, Tablo Inc.
  • Yolisa Skwintshi, IT executive, Sanlam

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Get to Action

Start here – read the Executive Brief

Read our concise Executive Brief to find out how implementing a successful digital strategy will help the organization reap benefits and avoid the penalties of a lack of a digital plan.

  1. Determine mandate and scope

    Identify the need for and use of the digital strategy. Determine a realistic and relevant scope.

  2. Assess drivers and constraints

    Understand internal and external business drivers and identify the needs of the organization’s core customer group.

  3. Evaluate current state of digital

    Identify the current state of digital in the organization from a holistic perspective.

  4. Define the target state of digital

    Integrate internal drivers, external drivers, and the current-state customer journey map to create the target-state customer journey map as well as the target-state digital maturity.

  5. Define digital initiatives

    Denote gaps in the current state to the target state for both the customer experience map and holistic digital maturity. Brainstorm transition options. Assess these options against qualitative and quantitative factors to create a list of transition options to move to the target state.

  6. Build a digital roadmap

    Organize transition initiatives based on business-driven priorities, organizational changes, and risks. Create an execution schedule and gain approval for the digital strategy.

Guided Implementation icon Guided Implementation

This guided implementation is a sixteen call advisory process.

    Guided Implementation #1 - Determine mandate and scope

  • Call #1: Determine mandate and scope.

  • Call #2: Complete project charter.

  • Guided Implementation #2 - Assess drivers and constraints

  • Call #1: Define business drivers.

  • Call #2: Create a customer experience map.

  • Call #3: Define external drivers.

  • Guided Implementation #3 - Evaluate current state of digital

  • Call #1: Define current state digital maturity.

  • Call #2: Define scope of digital technology enablers and maturity.

  • Call #3: Define level of readiness and complete current digital state assessment.

  • Guided Implementation #4 - Define the target state of digital

  • Call #1: Identify target state thought model and options.

  • Call #2: Set target-state vision.

  • Guided Implementation #5 - Define digital initiatives.

  • Call #1: Identify the gaps.

  • Call #2: Identify transition options.

  • Call #3: Select transition initiatives.

  • Guided Implementation #6 - Build a digital roadmap

  • Call #1: Determine business-driven priorities.

  • Call #2: Plan to manage change.

  • Call #3: Finalize roadmap and secure approval.

Onsite Workshop

Module 1: Determine Mandate and Scope

The Purpose

  • Identify the need for and use of digital strategy and determine a realistic scope for the digital strategy.

Key Benefits Achieved

  • The digital strategy project is planned and scoped to ensure the appropriate resources are available to complete the project. 

Activities: Outputs:
1.1 Identify target audience groups.
  • Digital strategy execution and communication plan
1.2 Define the scope of the digital strategy.
  • Digital strategy development project charter or statement
1.3 Summarize the approach in a digital strategy development charter or statement of work and secure approval.

Module 2: Assess Drivers and Create a Customer Experience Map

The Purpose

  • Understand the scope of the digital strategy and the internal and external business factors that will influence the strategy.

Key Benefits Achieved

  • Understanding of digital strategy scope and internal and external business factors that will influence the strategy. Further, an understanding from a customer-centric point of view will be achieved where digital strategy can assist in improving the customer experience. 

Activities: Outputs:
2.1 Confirm the mandate and scope defined in the workshop preparation step.
2.2 Assess internal drivers.
  • List of business drivers
2.3 Assess external factors.
  • List of external drivers
2.4 Create a customer experience map and evaluate by channel.
  • Customer experience map

Module 3: Evaluate Current State of Digital

The Purpose

  • Understand where the organization stands in terms of digital maturity in a holistic fashion.

Key Benefits Achieved

  • Produce a summary of digital maturity to benchmark against the target state in a holistic format. 

Activities: Outputs:
3.1 Assess current digital maturity.
  • Summary of the holistic digital maturity
3.2 Map digital technology enablers to the customer experience map.
3.3 Assess digital technology enablers.
  • Summary of the maturity of digital technology enablers

Module 4: Develop a Target State Vision

The Purpose

  • Create guiding principles to help define future digital initiatives. Generate the target state with the help of strategic goals.

Key Benefits Achieved

  • Having the target state will allow the organization to plan out the initiatives needed to achieve the target state from the current state.

Activities: Outputs:
4.1 Define digital guiding principles.
  • Digital guiding principles
4.2 Define digital strategic goals.
  • Digital strategic goals
4.3 Evaluate target state options and define a target state vision for the customer experience map and the four pillars of digital maturity.
  • Digital target-state vision
4.4 Define objectives and measures.

Module 5: Define Initiatives and Build a Roadmap

The Purpose

  • Understand the gap from the current and target state. Create transition options and assessment against qualitative and quantitative metrics to generate a list of initiatives the organization will pursue to reach the target state. Build a roadmap to plan out when each transition initiative will be implemented.

Key Benefits Achieved

  • Finalize the initiatives the organization will use to achieve the target digital state. Create a roadmap to plan out the timing of each initiative and generate an easy-to-present document for digital strategy approval.

Activities: Outputs:
5.1 Analyse current to target state gaps and identify transition options.
5.2 Select optimal transition options and describe related initiatives.
  • Initiative descriptions
5.3 Assess business priorities, high-level economics, risks, organizational readiness, and change management to determine execution schedule.
5.4 Build a roadmap.
  • Digital strategy roadmap
5.5 Obtain formal approval.

Workshop Icon Book Your Workshop

Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

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Search Code: 79121
Published: November 13, 2015
Last Revised: April 15, 2016

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