Digital transformation leaders focus on creating a meaningful customer experience by using technology to remove friction, rewarding customers for sharing data, and personalizing experiences using customer data. They allow pockets of innovation while centralizing strategic decisions, promote cross-functional collaboration, and introduce outside innovation. These leaders also focus on creating a great employee experience and finding the right balance between automation and human touch.

1. Digital
Transformation
WHAT SEPARATES WINNERS FROM LOSERS AND
THE ROLE OF PEOPLE IN THE ERA OF DIGITAL DISRUPTION

2. PT 1: WHAT DIGITAL
TRANSFORMATION
LEADERS ARE
DOING RIGHT

3. DIGITAL TRANSFORMATION LEADERS
KNOW THAT THE REAL PURPOSE OF DIGITAL
TRANSFORMATIONIS CREATING A MEANINGFUL CUSTOMER
EXPERIENCE

4. DIGITAL TRANSFORMATION LEADERS
USE TECHNOLOGY TO REMOVE FRICTION
AT EVERY STEP OF THE CUSTOMER JOURNEY

5. DIGITAL TRANSFORMATION LEADERS
REWARD CUSTOMERS FOR SHARING DATA WITH GREAT SERVICE

6. DIGITAL TRANSFORMATION LEADERS
USE DATA TO ACHIEVE MAXIMUM CUSTOMER
INTIMACY AND PERSONALIZE THE CUSTOMER
EXPERIENCE (CX)
PRODUCT
LEADERSHIP
CUSTOMER
INTIMACY
OPERATIONAL
EXCELLENCE
Product Differentiation
Customization &
Responsiveness
Competence

7. DIGITAL TRANSFORMATION LEADERS
FIRST INNOVATE AND THEN IMPLEMENT REGULATIONS

8. DIGITAL TRANSFORMATION LEADERS
ALLOW FOR POCKETS OF INNOVATION TO FLOURISH BUT MAINTAIN
LEADERSHIP BY CENTRALIZING STRATEGIC DECISIONS

9. DIGITAL TRANSFORMATION LEADERS
ELIMINATE SILOED STRUCTURES AND MAINTAIN
A CROSS-FUNCTIONAL OVERVIEW OF THE
ENTIRE CUSTOMER JOURNEY MAP

10. DIGITAL TRANSFORMATION LEADERS
DISPRUPT PROCESSES TO INCREASE VALUE
AT EVERY TOUCHPOINT WITH THEIR BRAND

11. DIGITAL TRANSFORMATION LEADERS
CONSTANTLY LISTEN TO THEIR
CUSTOMERS AND MONITOR GENERAL
SENTIMENT (VoC + SENTIMENT ANALYSIS +
DIRECT/INDIRECT FEEDBACK)
Source: CustomerGauge

12. DIGITAL TRANSFORMATION LEADERS
UNDERSTAND WHAT BEING
SUCCESSFUL FOR EACH
CUSTOMER MEANS AND
TAILORED CREATE CUSTOMER
SUCCESS PROGRAMS

13. DIGITAL TRANSFORMATION LEADERS
UNDERSTAND THAT CUSTOMER SERVICE IS NOT A DEPARTMENT BUT AN
OVERARCHING STRATEGY AND PHILOSOPHY EMBRENCED BY EVERY SINGLE
STAFF MEMBER IN EVERY UNIT

14. DIGITAL TRANSFORMATION LEADERS
PROMOTE SIMPLE DATA-DRIVEN
PLANS BASED ON TWO OR THREE
ACTION POINTS

15. DIGITAL TRANSFORMATION LEADERS
USE TECHNOLOGY AND PREDICTIVE ANALYTICS TO
IMPROVE THEIR SERVICE AND PROACTIVELY MEETING
CUSTOMERS' NEEDS

16. DIGITAL TRANSFORMATION LEADERS
LEARNED HOW TO EXECUTE AND SCALE
Legacy
Ex perimentation
Formalization
Strategic Change
Converged Stage
Innovation

17. DIGITAL TRANSFORMATION LEADERS
INTRODUCE INNOVATION FROM OUTSIDE BY CREATING A HEALTHY ECOSYSTEM

18. DIGITAL TRANSFORMATION LEADERS
FOUND THE PERFECT BALANCE BETWEEN
AUTOMATION AND HUMAN TOUCH

19. DIGITAL TRANSFORMATION LEADERS
CREATE A GREAT EMPLOYEE EXPERIENCE

20. PT 2: EMPLOYEES AND
TECHNOLOGY - THE
ROLE OF HUMAN
BEINGS IN THE DIGITAL
REVOLUTION

21. HUMANS AND MACHINES
TECHNOLOGY=INSTRUMENT / TOOL
STRATEGY=PEOPLE
"YOUR CUSTOMER EXPERIENCE
WILL ONLY BE GREAT IF YOUR
EMPLOYEE EXPERIENCE IS
GREATER"
-CAROL WAIN"TREAT YOUR EMPLOYEES THE WAY
YOU WANT THEM TO TREAT YOUR
CUSTOMERS"
-SHEP HYKEN

22. DIGITAL WORKFORCE
 Alignment with company mission and customer expectations
 Willing to try something new
 Constantly looking for ways to improveprocesses
 Familiar with technology: know how to use technology to create
meaningful transformation
 Empathy, strategic decision-making processes
 Understand the concept of agile
 Can deliver despite uncertainty and lack of information
 Align their personal goals with company goals

23. PEOPLE=HIGH IMPACT (good/bad)
Talent / Competence gap big and
getting bigger with few
organizations able to reskill.
For 39% of businesses the top
challenge is the lack of available
or appropriately-skilledpersonnel
Didier Bonnet -

24. LEADING INNOVATION
WITH PEOPLE
 Smart Recruiting
 Flexibility
 Great Employee
Experience with
modern talent
management
 Education
 Support
 Lead by Example
 Continuus Support

25. PRO-TIP:
ELECTRONIC PERFORMANCE SUPPORT
INSTANTLY TRAIN ALL YOUR EMPLOYEES ON HOW TO USE SOFTWARE WITH ON-
SCREEN INTERACTIVE ELECTRONIC PERFORMANCE SUPPORT
 Allow anybody to become a digital native
 Transform every employee into a software power user from day one
 Eliminate resilienceto change and drive immediate software adoption
LEARN MORE
userlane.com

26. Thank You For Your
Attention !
ANDY MURA
@ANDY_MURA
LINKEDIN.COM/ANDYMURA