It Shouldn't Be Scary to Go Digital

Kyle Lacy
@kyleplacy
It Shouldn’t Be Scary
to Go Digital
1/12/17
Tips to building sustainable growth by focusing on the foundation of
digital change and not the hype.

@KYLEPLACY@KYLEPLACY
We must understand
change.

Louis CK Video

Why is this happening?

Mobility completely
changed the game.
CURRENT DISRUPTION

@KYLEPLACY
Day in the Life of a Mobile User
Average #
Apps Installed
on Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting
for 80%+ of
App Usage
Time Spent
on Phone (per
Day)
Most
Commonly
Used Apps
USA 37 12 3 5 hours Facebook
Chrome
YouTube
Source: KPCB Internet Trends Report

@KYLEPLACY
1.1B
daily active
users
Facebook Q32016 Earnings Report

@KYLEPLACY
Venmo Growth Continues to Climb
In Q116 alone,
Venmo processed
3.2 billion, a 154%
increase from Q1
2015
Total payment volume over time (2013-2016)

Every customer is a
consumer first.

And the consumer
experience is seamless.

Smart machines are
here to stay.
FUTURE DISRUPTION

70% of your jobs will be
automated by 2020
Source: me

Have no fear.

We don’t survive.

Embracing the 4 Ps of
Digital Evolution
SUPREME SURVIVAL TIP

We evolve.

PROCESS
PEOPLE
PERSONA
PERFORMANCE

PEOPLE
Do you have the right people?
Hire for aptitude, attitude and agility.

Is your team built to win?

@KYLEPLACY
Keys to High Performing Teams
1. Everyone talks and listens in roughly equal measure, keeping
contributions short and sweet.
2. Members face one another, and their conversations and
gestures are energetic.
3. Members connect directly with one another—not just with the
team leader.
4. Members carry on back-channel or side conversations within
the team.
5. Members periodically break, go exploring outside the team,
and bring information back.
Source: https://hbr.org/2012/04/consistently-building-highly-e

The most valuable form of
communication is face-to-
face. E-mail and texting are
the least valuable.

Successful teams of the
future…

…obsess over every
aspect of the consumer
experience.

PERSONA
Do you know your customer?
Do you understand their behavior,
motivations, goals and demographics?

PERSONA
a semi-fictional representation of your ideal
customer based on market research and
real data about your existing customers.

Quantitative + Qualitative

@KYLEPLACY
Leasing Persona Development
Name
• Age
• Gender
• Salary
• Location
Goals & Challenges
Values & Fears
Demographics
• How do you help achieve their goals?
• How do you help solve their problems?
• Why wouldn’t they buy?
• How do you help alleviate their fears?
• How do you support their values?
• Education
• Family

PROCESS
How do you optimize for the customer
journey?

Obsess over the
experience.
PROCESS TIP #1

73% of companies
consider user experience a
top priority
Source: Forrester Research, Forrester’s CX Index

1% of companies deliver
an excellent experience
Source: Forrester Research, Forrester’s CX Index

Get the experience
right and your service
will sell itself.

Customer service is
the new marketing.
PROCESS TIP #2

It’s time to hug your
haters.

80% of companies say
they deliver exceptional
customer service.
Source: Jay Baer, Hug Your Haters

8% of their customers
agree

$500
Billion Per
Year in
Marketing

$500
Billion Per
Year in
Marketing
$9
Billion Per
Year in
Customer
Service

@KYLEPLACY
Social media
engagement is
about retention not
acquisition.

40% of social media haters
expect a reply within one
hour.

Answering one complaint
online increases customer
love as much as 25%

Go back and answer the
first 2 pages of reviews
everywhere.

PERFORMANCE
Do you have the system in place to track
and evolve?

@KYLEPLACY
Source: David Walmsley
“We must move from
numbers keeping
score to numbers that
drive better actions.”

Better Goal Tracking
Leads to Better
Results
PERFORMANCE TIP #1

@KYLEPLACY
Data /
Automation
CRM
My Daily Tools
Goal / Project
Management

Data is life.
PERFORMANCE TIP #2

A rorschach test…

EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

How do you feel?

One more…

70% of technology
implementations fail
because of BAD DATA.
Source: Forrester Research

There is one single
source of the truth…

And everyone is
responsible to keeping
it clean and effective.

Final thoughts…

Your PEOPLE should develop
and re-develop your
PERSONAS and PROCESSES
to improve PERFORMANCE.

One last thing…

You are not marketers

social media ninjas

social media ninjas
vice presidents

social media ninjas
vice presidents
the CEO

social media ninjas
vice presidents
the CEO
business development

social media ninjas
vice presidents
the CEO
business development
or operations

You are experience
makers and managers.

It is the only thing that
makes you relevant.

Thank you.

It Shouldn't Be Scary to Go Digital

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