Bridging The Digital Divide. Carolyn Johnson Hostplus Head of Marketing

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Eugene Pierce
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1 Bridging The Digital Divide Carolyn Johnson Hostplus Head of Marketing

2 Bridging The Digital Divide Digitally Focused operational structures wt? IT & Marketing silos? What does this all this mean for customer experiences?

3 Bridging The Digital Divide 1. The Digital focused organisation 2. The place for Marketing

4 Bridging The Digital Divide Technology the endless agitator of the business world Source G Westerman, C Calmejane, D Bonnet, P Ferraris & A McPhee Digital Transformations: A Roadmap for Billion Dollar Organisations Capgemini Consulting & MIT Centre for Digital Transformation Nov 2011

6 Digital Capability 1. The Digital Focused Organisation The What Customer experience Operational processes Business models The How Vision Engagement Governance Technology Leadership Leadership Capability Source G Westerman, C Calmejane, D Bonnet, P Ferraris & A McPhee Digital Transformations: A Roadmap for Billion Dollar Organisations Capgemini Consulting & MIT Centre for Digital Transformation Nov 2011

7 Digital Capability 1. The Digital Focused Organisation Fashionistas Fashionistas Advanced digital in silos (social, mobile) No overarching vision Underdeveloped coordination Digital culture in silos Masters Masters Strong vision Excellent governance across silos Many digital initiatives delivering measureable value Strong digital culture Beginners Beginners Management sceptical of digital investment & value May be experimenting Immature digital culture Conservatives Conservatives Have vison but under developed Traditional digital capabilities, not advanced Strong governance across silos Active steps to build digital culture & skills Leadership Capability Source G Westerman, C Calmejane, D Bonnet, P Ferraris & A McPhee Digital Transformations: A Roadmap for Billion Dollar Organisations Capgemini Consulting & MIT Centre for Digital Transformation Nov 2011

8 Digital Masters Digital Capabilities Digital Mastery Masters Leadership Capabilities

9 The Digital Focused Organisation Digital Capabilities Know where & how to invest in digital opportunities See technology as a way to improve how they do business See new technologies as tools to get closer to customers, empower employees transform internal processes

10 The Digital Focused Organisation Leadership Capabilities Committed leadership Turns technology into transformation Sets direction, builds momentum, strong governance Defines a clear & broad vision

12 2. The Place for Marketing CEX

13 The Role of Marketing CEX Design from the outside in Use digital technology to increase reach & engagement Customer data the key to CEX science, metrics, analysis Seamless mesh of physical & digital

14 The Role of Marketing Marketing are Disruptors, we set the intent IT are the Enablers Digital transformation is pushing us together We share a common goal & passion: To deliver a seamless & engaging customer experience

16 Case Study - Marketing & Technology Identified pain-point (i.e.: ease of taking Hostplus with you) We reimagined a experience that was simple Via mobile One click, fully populated form direct to your new employee We made it happen

17 Case Study - Marketing & Technology Incredible Success against all metrics Number of downloads Balance checks ed Choice Forms = $ we may have lost

GROWTH THROUGH DIGITAL TURNING TECHNOLOGY INTO BUSINESS TRANSFORMATION

GROWTH THROUGH DIGITAL TURNING TECHNOLOGY INTO BUSINESS TRANSFORMATION 1 What Do These Great Companies Have In Common? 2 The DNA Of Digital Masters The What: Using digital technology to transform the customer