Digital Transformation Framework

Question 1

Aspects of digital transformation and four areas

Answer 1

• digital transformation could be total or focused, depending on the main target

1. Digitise customer experience
2. Digitise the organisation
3. Digitise operations
4. Digitise products ans services

Question 2

Digitize customer experience - marketing

Answer 2

Digital marketing
- is a marketing enabled by the digital technologies.
- is a communication tool.

Digital marketing aims to achieve awareness, recognition, purchase and loyalty.
Importance of 4P’s translated into the digital language.

Question 3

Explain the difference between multichannel and omnichannel

Answer 3

Multichannel : all channels available to the customer but not integrated

Omnichannel : all available channels are connected and integrated

Question 4

Digitize custumer experience

Answer 4

Customer insight into customer journey
• Data analytics
• Process analytics
• Does your product match targeted group or is there a new patterns?
• Product seasonality
• Gender biases
• Adaptation cycle

Question 5

Explain and give expamples to demographics and psychographics

Answer 5

Demographics: age, sex, location, salary
Psychographics: likes music, dog lover, values family bond

Question 6

Digitize organisations

Answer 6

Internal sourcing
• Strategic alliance and collaborations
• Example: Uber x Spotify 2014

Working from home
• Flexible working
• Change management & work ethics
• Infostructure
• Right tools

Amazon
- internal eco system like Amazon
• Increases level of control and integration – “seamless experience”

SAP and partners
Expanded ecosystem – lego principle
• Expanded offering
• Possibility to expand target reach
• Need for connectors
• Need for communication
• Priority and competition

Question 7

Digitize operations

Answer 7

Anytime, anywhere, any device
• Interface
• User experience
• Bugs
• Example: Microsoft Office
• Example : Adobe

• Agile approach as solution towards dynamic change
• Holistic approach
• Constant review

Customer platforms
• Customers as brand champions
• Self – service as a central aspect

Question 8

Digitize products and services

Answer 8

Data collection
• Data & process analysis
• Machine learning
Data safety
Power of the prediction
Costs

Platforms function as connectors
• Speed & costs
• Glocal approach
• Service quality
• Risks
• Competition

• Connected products as a complete solution
• Example : Kindle Amazon
• Example : Apple