1. DaTIng method for Continuous Engagement
Body of knowledge
Overview

2. 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

3. …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:

4. …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.

5. 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

6. …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

7. 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

8. 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, s, … through a campaigning tool
Experiment with data science

9. …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 …

10. 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, …

11. 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, …

12. Need help in DaTIng for CE?
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