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Full Description
This book gives senior executives the compass they need to navigate the digital revolution, and achieve long-term business objectives by leveraging digital strategies, channels and platforms. Two world-renowned digital business advisors and consultants offer comprehensive insights for using digital to break down barriers within and beyond the organization, enhance efficiency and cost-effectiveness, and dramatically improve customer engagement. Centric Digital co-founders Jason Albanese and Brian Manning draw on immense experience helping Fortune (R) 1000 drive value from digital. They present data-backed insights into the ways midsize and large organizations are stuck hiring, managing, organizing, and leading in traditional ways that don't reflect the boundless opportunities made possible by digital technologies. Next, they offer proven, practical recommendations for thinking and behaving differently in light of today's powerful new digital channels and tools. Albanese and Manning present new case studies in multiple industries to demonstrate game-changing digital transformation ideas. They show how to reorganize your business, hire to take advantage of digital, and put digital to work both today and in the future. Digital Innovation and Transformation offers specific and up-to-date coverage of: Mastering and applying a complete, proven Digital Transformation Methodology Turning digital trends into real business driversBenchmarking your digital capabilities and distilling your strategic opportunitiesProfiling your digital customers and mapping your omni-channel experienceVisualizing Strategy with prototypes, and building your digital roadmapCreating a highly-effective digital organizationDesigning digital experiencesMastering digital implementation, and embedding digital throughout your organizationAnticipating the future of the digital revolution, and positioning yourself to leverage itVisualizing big data through dashboards, and leveraging digital-driven deep analytics to improve high-stakes business decision-makingCreating responsive websites and mobile apps for a world where mobile devices are rapidly becoming dominantIntegrating cloud based applications / platforms / technologies to replace the traditional ERP systems And much more
Contents
Introduction 1Chapter 1: The Essence of Digital 7Industrial Revolution Similarities 7How Digital Revolutionizes Business 10Digital Is Core to Business 10Digital Breaks Down Business Silos 10Digital Gives Customers (A Loud) Voice 11Digital Enables Big Bang Disruption 12Chapter 2: The Difference Between Reactive and Transformative Digital 15Defining Reactive Digital 15Historical Reactive Digital Failures 17Defining Transformative Digital 19Traits Of Transformative Companies 21Companies That Are Disrupting 23Case Study: Uber 23Case Study: Warby Parker 25Case Study: Casper.com 26Traditional Companies That Are Transforming 27Case Study: Burberry 27Case Study: Disney 29Case Study: Nike 30Case Study: UPS 32Chapter 3: Why Traditional Companies Are Failing at Digital 34Business Reasons Companies Fail at Digital 38Not Capitalizing on Unique Differentiators 38Having Digital Tactics without Digital Vision 38Comparing Oneself to Competitors Only and Not Best Practices 39Lack of Focus on Ongoing Customer and Client Engagement versus Just Sales 40Marketplace Reasons Companies Fail at Digital 41Customer Base Has Become More Digitally Sophisticated That Perceived 41Lack of Focus on Creating Streamlined Intuitive Customer Experience 42Lack of Understanding of How Digital Has Changed Desire for Ownership versus Sharing Economy 43Lack of Ability to Quickly Adapt to Trends 43Organizational Reasons Companies Fail at Digital 44No Digital Leader with Decision Autonomy, Direct Budget, or P&L Responsibility 44C-Suite and Leadership Not Involved in Company's Digital Strategy 44Digital Team Is Too Top Heavy or Bottom Heavy 44Digital Not Embedded in Corporate Culture 45Trying to Do Everything 100 Percent In-House or Outsourced 45They Settle on the Wrong People in Key Digital Team Roles 45Operational Reasons Companies Fail at Digital 46Reliance on Traditional Heavy Processes and Reluctance to Lightweight Processes 46Lack of Enterprise-Wide Digital Spend Oversight 47Digital Is Controlled within Silos 47Technology Reasons Companies Fail at Digital 48Legacy Infrastructure Is the Excuse for Not Transforming 48Lack of Internal Use of Social Collaboration Capabilities 48Chapter 4: Unlocking Business Opportunity in Digital Trends 49Reasons to Monitor Digital Trends 49Identify New Business Models 50Ward off Disruption 50Better Understand Constituent Behavior 50Predict the Future 51Maximize Your Digital Maturity 51Practical Steps to Put Digital Trends to Use 51Understanding Trend Drivers 53Consumer Behaviors Driving Trends 53Environmental Drivers Influencing Trends 54Innovations Enabling Trends 55Trend Potential 56Monitor Digital Trends 61Identify What Matters to Your Company 61Identify Your Customer or Constituent Personas 62Identify the Digital Touchpoints Your Customers Most Connect with You Through 62Identify Trend-Related Research and Data Sources 62Define a Trend Scoring Model 62Set a Recurring Trend Analyzation Process 63Quantify Trend Opportunities to Prioritize Where to Focus 63Action Steps 63Chapter 5: Benchmarking Your Digital Capabilities and Maturity 64The Layers of Digital Capabilities 64Digital Channels 66Digital Ecosystem 69Digital Experience 74Digital Features 77Digital Platforms 78Benchmark Your Capabilities 80Anchor to a Digital Maturity Scale 80Benchmark Best Practices, Not Just Competitors 83Focus on Capabilities You Need to Win in 84Repeat the Benchmark Regularly 84Action Steps 85Chapter 6: Envisioning Your Digital Strategy 86Profile Your Digital Audience 86A New Model to Understand Your Audience 86Put a Digital Lens on Your Customer Segments 89Align Users' Needs and Business Goals 89Journey Map Your Experience 91Your Journey Map and Your User Base 91Identify Key Touchpoints 93Identifying/Defining Use Cases 94Defining Enterprise Digital Strategy 95The Importance of Visualizing Strategy 96Visual Stories Pack More Details into Easily Digested and Sharable Information 97Leverage Strategic Frameworks 97Create Rapid Prototypes 97How to Bring Your Strategy to Life Quicker 97Use Sketches 99Create Design Mockups 99Build Responsive HTML Prototypes 100Digital Demands Dynamic, Not Static Planning 100Let Analytics Drive Your Strategy 100Action Steps 103Chapter 7: Roadmapping Your Digital Transformation 105Objectives of a Digital Roadmap 105A Digital Roadmap Is Easily Accessible 105A Digital Roadmap Is Dynamic 106A Digital Roadmap Is Social 106A Digital Roadmap Is Visual 107A Digital Roadmap Is Aligned to Business and Technology Roadmaps 107A Digital Roadmap Is Easy to Understand 108Components of a Digital Roadmap 108Initiatives Are Organized by Release Dates 109Initiatives Are Grouped by Categories 109Initiative Costs Are Represented 109Initiative Complexity Is Represented 109Initiative Impact Is Represented 110Prioritization of Initiatives and Features Is Represented 110Technology Represented as Enabling Business Capabilities 110Views of a Digital Roadmap 111Quantifying Value 111Action Steps 113Chapter 8: Organizational Capabilities to Drive Digital Transformation 114Choose the Right Digital Organization Model 116Centralized Digital Team 116Shared Digital Resources 117Managed Digital Resources 118Federated Digital Resources 118Decentralized Digital Resources 118Establish a Digital Center of Excellence 120Appoint A Chief Digital Officer 121Choosing the Right Candidate for CDO 122Sharing Responsibilities with Similar Executive Roles 122Define Standard Digital Team Roles 124Example: Digital Strategy 124Example: Product Management 125Example: Digital Operations 125Build Digital Talent and Culture 126Development and Training 128Leveraging Global Talent Remotely 128Compete for the Right Digital Talent 129Establishing a Digital First Culture 131Cultivating Thought Leaders 132Containing the Impact of Digital Resistors 133Implement Enterprise-Wide Digital Governance Processes 135Digital Budget Approvals 135Digital Roadmap Prioritization 135Digital Strategic Planning 136Digital Results Measurement 136Digital Program Communication 137Action Steps 139Chapter 9: Why Agile Transformation Is Critical to Achieving Digital Transformation 140Agile Benefits Over Traditional Methodologies 141Agile Gives Your Company/Team Real feedback from Real People in Real Time 142Faster Time to Market with Greater Predictability 143Agile Produces a Better Quality 143Agile Gives You Early ROI and Early Risk Reduction 144Agile Is Efficient 144Leverage Common Agile Concepts 145Sprints or Iterations 145Product Owner 145Scrum Team 145ScrumMaster or Project Manager 146Product Backlog 146Sprint Planning Meeting 146Daily Scrum or Standups 146Sprint Review Meeting 147Sprint Retrospective 147Codeathons and Hackathons 147Leverage Agile Tools 147Action Steps 148Epilogue: Examples of Digital Trends Accelerating the Digital Revolution 149Industrial Internet of Things 150Big Data Visualization 153Universal Streaming Media 154Virtual Care 155Non-Banks 157Autonomous and Connected Vehicles 158Drones 160Virtual Reality 161Biometric Identification 162Paperless and Cashless 163Wi-Fi And Wireless Power Duo 164Robotics 166Index 169
