DaTIng method for Continuous Engagement Body of knowledge Overview

Digital Transformation Implementation DaTIng… Digital Transformation Implementation It is about Implementation Define the program, its strategy: vision, roadmap, architecture, organisational change, … It is about Transformation Transforming Business, IT, Architecture to be able to engage continuously It is about Digital Using emerging digital technologies and business concepts to empower the relations and engagements with customers, partners and suppliers in physical and digital touch poinst. Be part of new commercial ecosystems

…method… a procedure, technique, or way of doing something, especially in accordance with a definite plan a manner or mode of procedure, especially an orderly, logical, or systematic way of instruction, inquiry, investigation, experiment, presentation, etc. order or system in doing anything orderly or systematic arrangement, sequence, or the like Source: http://www.dictionary.com/browse/method

…for Continuous Engagement. When we encounter an engagement party at an online or physical touch point Be it a customer, partner or supplier … we can engage in real time… within context, using insight … according to an engagement maturity model… notice, identify, personalise, recommend & predict … either in the preferred location… multi channel … or strategically across locations… omni channel … until finally we can manage the journey.

A body of knowledge… Divided in 10 interdependent capabilities… BUS business engineering DRIVE ARCH architecture STRUCTURE ORG process engineering ORGANISE CHA organisational change CHANGE INT API mngmt INTEGRATE IAM identity and access mngmt IDENTIFY EIM enterprise information mngmt COMMUNICATE DMA data mngmt REMEMBER LAB data discovery LEARN CRM continuous relation mngmt ENGAGE …organised around 10 actions. Divided in interdependent capabilities: BUS: the business engineering capability where we drive everything else from strategy, top down and initiatives, bottom-up according to the business roadmap GOV: the process engineering capability to make sure we use lean and agile processes for demand, service, program and project, delivery, maintenance and production IAM: the identity and access management capability of identities and access, progressive profiling API: the API management capability full life cycle API Management to make sure we can govern external and internal access to functionalities EIM: enterprise information management to make sure we can personalise content dynamically DMA: the data management capability to define and govern customer and product master data LAB: the data discovery capability environment & sandboxes where we apply data science to build 360° view scoring CRM: the continuous relation management capability, from operational, over analytical towards actionable relation management to build the foundation for continuous engagement ARCH: the architecture capability where we structure the effort around 3 modes: innovation, differentiation, standardisation and guide organisation, business and IT through the effort ORG: the organisational change capability, where we make sure the organisation gets aware of why the change is needed, the knowledge and ability to perform the change and quality assurance to reinforce the change

…to help you travel engagement maturity levels. WHAT Notice be able to notice an engagement party in a physical or digital touch point Identify be able to identify the engagement party in a touch point Personalise be able to communicate in a personalised way with the engagement party Recommend & Predict be able to engage in a “next best offer” towards the engagement party Multi-channel be able to repeat the same engagement in the preferred touch point Omni-channel be able to orchestrate engagement across multiple touch points Journey be able to engage in a “next best action” across the journey of the engagement party WHERE

At different speeds… Short term: Quick delivery of business value  Bottom up initiatives Long term: Build the foundation and make durable Top-down from vision & strategy towards impact upon business capabilities resulting in a business roadmap In terms of purpose Very short term: innovation: reinvent the business Medium term: differentiation: do things differently, better Long term: operation of excellence, standardisation: do things the same way as competition

By Bottom-up initiatives… Typically Build digital touch points: e.g. informational “corporate” web site, mobile app (personal assistance), e-commerce site, … Build physical touch points: e.g. loyalty card linked to POS & events Identify at touch points: cookies, device id, newsletter, registration, … Capture behaviour in touch points: web and mobile app analytics, Lambda architecture Send personalised direct mails, e-mails, … through a campaigning tool Experiment with data science

…and Top down initiatives. Typically Establish and communicate Digital Strategy & Vision; translate to Business Roadmap Integrate identification at touch points with customer facing IAM Orchestrate internal and external functionality towards web sites and mobile apps through API Management Make sure that content (EIM) can be personalised and be made dynamic Manage customer and product data through Master Data Management and Data Governance Centralise operational CRM Create insight in a Data Lab/Sandbox using data science Extend Analytical CRM beyond BI towards 360° views Exploit insight through Actionable CRM in personalisation engines, campaign tooling and journey managers Engineer processes in program and projects Architect organisation, business and IT …

Do not do it alone… Look for professional services For help in program and project organisation, extend the PMO during the effort To bring in experience and anchor knowledge and ability in the organisation To assure quality and measure progress To help find the right vendors, partners, new colleagues, etc. through acronyms: IAM, API, IPAAS, IDAAS, CRM, BI, DMA, MBAAS, SOA, MDM, SA, EA, RFP, WAF, WAM, …

What can BVG IT Services do for you? 100% vendor neutral Write RFPs for the 10 capabilities Assist you in vendor and tooling selection Guide you through implementation of tooling and operations in programs and projects Help you in anchoring knowledge and ability in the organisation Link theory & research with your context Assess vision and strategy, business capabilities and solution architecture, current IT, … Structure the effort and make it less complex Communicate with you the change, requirements, urgency, … at dircom, c-level, strategic and tactical levels, …

Need help in DaTIng for CE? Contact me at: bart.van.geel@datingmethodforce.com www.DaTIngMethodForCE.com (under construction) https://www.linkedin.com/in/bartvangeel/