Digital Foundations to
Transform Customer
Experiences
April 29, 2020
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Today’s Speakers:
Candace Collins
Signavio
Presentation time:
45
Paul Lima
Lima Consulting
Brandon Johnson
Urban Affairs Coalition
Nicole Ostrander
Signavio

Agenda
• How to start a customer experience initiative
• Why documentation is the foundation for a digital transformation
• How to activate customer experience management by linking the lines of interaction,
customer visibility and internal workstreams
• How to accelerate adoption by internal stakeholders to improve customer experience
• How to build the business case for documenting key business processes using Signavio
• Cost savings from documenting key business processes

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The imperative to change
The pandemic promoted the
desire to change led by the few
to an imperative to change led
by the board.
Many organizations prioritized
short-term digital projects
instead of a comprehensive
investment in digital
transformation.
Those that get it right will stay
the financial impact, reduce
risks, and take market share.

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Urban Affairs Coalition Introduction
The Urban Affairs Coalition unites government,
business, neighborhoods, and individual
initiatives to improve the quality of life in the
region, build wealth in urban communities, and
solve emerging issues.
Our Mission

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• Global interconnectedness
• Attitudes about privacy
• Disruptive & exponential
technology mega-trends
• Industrialization & urbanization of
emerging nations
• MarTech
• AdTech
• PropTech
• LawTech
• FinTech
• Pharmtech
• and many
more new
categories…
Change is accelerating In every industry
Nothing is more constantly accelerating than change

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MegaTrends unlock opportunity everywhere
Mobile
Communications
3D Printing Internet
Of Things
Infrastructure
Robotic
Process
Automation
Cloud & Software
Software as
a Service
Cloud
Computing
Artificial Intelligence
Voice & Face
Interfaces
Machine
Learning
Cognitive
Computing
AnalyticsBig Data Blockchain
Data Digital Innovations
GenomicsAutonomous
Transportation
Robotics
Content & Commerce
Mobile
Payments
Content at
Scale
Business
Model
Innovation
Robotic
Process
Automation

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New Ways … New Answers
ACCELERATING PACE OF
INNOVATION
EXPLOSION OF COMPUTING POWER
MORE ACCESSIBLE THAN EVER
BIG
DATA
FLOOD OF INFORMATION FROM
DEVICES, SERVERS AND THE CLOUD
DIGITAL
BEHAVIOR
BOTH CONSUMERS AND COMPANIES
PREFER DIGITAL ENGAGEMENT

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Leaders aspire to start but need help to break the inertia
People
• Breaking silos
• Consensus and
finding sources of
funding
• Think big
• Attitude towards
failure
• Leadership
Performance
• Adopting
transformative
business models
• Alignment of KBOs
with KPIs
• Cultural shift to a
data driven
operating model
Process
• Documenting
then digitalizing
• Prioritize Digital
Platform
Roughly 50% of
marketing leaders
struggle to keep up
with different
technologies and have
problems integrating
them.
Marketing Technology
Industry Report, 2017 B2B
Marketing Leader Survey
Gartner, 6 Outdated Ideas
that Harm Your Digital
Business, 2020
LCG Blog, 2020 LCG Blog, 2020

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Top Challenges Executives face with Digital Transformation
Budget; digital transformation is
viewed as a cost center
Altimeter Digital Transformation Survey, Q3 2018; (Base N=554)
28%
26%
26%
21%
21%
20%
29%
Resistance to change (politics,
egos, sabotage, fear)
Legal, risk management and/or
compliance concerns
Lack of staff resources
Rigid technical structure
Low digital literacy or expertise
Lack of data or ROI to justify value
of digital

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The re-alignment and investment in
People, Process, Platforms, and Performance in support
of existing and new business models to more effectively
engage customers at every touchpoint with your brand.
D I G I T A L T R A N S F O R M A T I O N D E F I N E D

Preparing for the DX
Journey
1. Understand VOC & anticipate trends (design
thinking)
2. Build multi-disciplinary, cross- departmental teams
(think Collaboratively)
3. Harness the power of data (think data-driven)
4. Adapt quickly (think Agile)
5. Execute on-time & on-budget (think PMO & Six
Sigma)
6. Take controlled risks & fail fast (think
Entrepreneurially)
7. Leverage changing attitudes towards privacy as an
opportunity (think globally)
8. Use proven frameworks for Digital Transformation
(think big)
12

Digital Transformation
Maturity Model
13

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Deploying the DX Initiative with the LCG Model
Partnering with you to accelerate desired business outcomes.
⚬ Engagement
Objectives Set
⚬ ID Stakeholders
⚬ Calendar
interviews
⚬ Stakeholder
Interviews
⚬ Communication
Plan
⚬ Monitoring &
Control
⚬ As-Is Evaluation
⚬ To-Be Evaluation
⚬ Gap Analysis
Evaluation
⚬ Preliminary Plan
& Scope
Definition Report
⚬ Facilitated
Presentations /
Discussions
⚬ Collaboration
with Strategic
Planning
Committee,
Senior
Management
&
Stakeholders
through
facilitated
discussions &
briefings
⚬ Final Decision
Brief
Activities:
⚬ On-Time
⚬ On-Budget
Delivery
⚬ Work Plan
Follow Up
⚬ Scorecard
Development
⚬ Training
⚬ In Progress
Governance
⚬ Collaboration &
Optimization
⚬ Establish Data
Assurance
Practice
⚬ Scoping
Decision Brief
⚬ Design Think
Workshops
⚬ DX Steering
Committee
Setup
FUTURE STATE
BUSINESS OBJECTIVES
VISION FORMULATIONDISCOVERY GAP ANALYSIS DECISIONS &
APPROVALS
RECOMMENDATIONS &
RESOURCE PRIORITIZATION
MEASURE & OPTIMIZEEXECUTION

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Jumpstarting your digital foundation
People Process Platforms
Agility Augmented Digital Clarity Innovation Applied
Identification of
MarTech stack
Data quality and
governance
Business Requirements
Documentation
Personas
Content marketing plan
Customer journey maps
Business process maps
Alerts and the band of
excellence
Reports and dashboards
Selection of the right
organizational design
Skills Gap assessment
3-year people plan
Staffing & Partner Plan
Training plan
Performance
Data-Driven Results
Digital Balanced Scorecard
Analytics
Rough order of magnitude
on costs
Return on investment
DX roadmap

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DTMM Sample Work Products across the 4 Pillars of DX
People Process Platforms
Agility Augmented Digital Clarity Innovation Applied
Performance
Data-Driven Results

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Process: Activating Customer Experiences
ToolThink Do Optimize
Think – Develop Personas Think – Customer Journey Mapping
Tool – a sample Business Process Map
Optimize – sample performance forecasting
Optimize – sample KPI dashboard for a marketing role
Do – a NetSuite (ERP) workflowTool – Sample Service BlueprintDo – a sample marketing automation workflow

Signavio Demo

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Challenge
• Wanted to scale and standardize
business
• Wanted to bring mission critical
applications to cloud
• Expand market offerings and product
offerings
Approach
• Identified and documented key
processes
• Selected tech stack
• Changed the culture through DX
steering committee.
Result
• Have a story to tell for fundraisers.
• Confident in our readiness to
implement technology stack.
• Improved customer loyalty and
retention.
• Preparing to launch in new markets
• Developing new service offerings

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