77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION

Jace An

Description

This is not a theory book that discusses academic concepts of the digital capability, but rather a practical field book that describes the proven digital capabilities as the building blocks of digital transformation and the approach to assessment and improvement of the digital capabilities to achieve successful digital transformation. This book therefore caters best for digital 'practitioners' including IT professionals, marketers and sales reps as well as digital consultants and digital planners.The Digital Capability Model in this book consists of 12 mega capabilities and 77 capabilities, where a mega capability is comprised of a set of capabilities. This book is organized to describe the CAPABILITIES and their MATURITY LEVELS individually according to the taxonomy of the Model. A digital capability is defined in this book as an organizational capacity to produce intended business outcome by combining process, people and technology elements in a way that is unique to each organization.Process element includes process flow, input & output information, and business rules & policies. People element includes organizational structure, and roles, responsibilities & skills. Technology element includes applications, data, and infrastructure around digital technology. The Social Listening capability is for example defined as an organizational capacity to understand what users are talking about on social media and use that for business by combining its well-defined processes, people, and technologies.The Model is comprehensive in scope, making it best suited for those who desire to have a broad understanding of the entire scope of digital capabilities and wish to obtain the cross-boundary, multi-disciplinary knowledge across business and technology."Many organizations find it difficult to establish a robust yet agile framework for their digital operations. This book is all about a ready-made, yet highly-customizable solution to this challenge. The author suggests thinking of digital capabilities as the building blocks for digital transformation and describes each capability in great detail. Organizations can simply pick and choose those digital capabilities they consider relevant to them, to build their own digital framework. Reading this book and following the steps will put you firmly on the road to achieving dominance in the digital space and providing your customers with consistent, memorable user experiences that will keep them coming back for more." - David Lee, Director Process Innovation, Samsung America."I was lucky enough to be there when Jace first started to codify his wholistic understanding of digital operations into the Digital Capability Model. As I read through this book four years later, I again see the clarity of his communication, the value of his expansive perspective and the sheer usefulness of this tool. The Model is thorough and intricate, well thought out and well explained. The value of this whole of capability model is tremendous and should become the standard against which digital business is measured." - Nick Crowther, Managing Director, Freerange Future (Webby Awards and SxSW Interactive Awards winner). "A must read for anyone already involved in digital transformation, or wanting to learn how best they can implement and improve their digital operations. Rather than delivering generic and superficial statements about digital transformation, this book covers the essentials of proven digital capabilities and shows you how to use these to implement digital transformation practically. The unified model of Digital Capabilities provides a crash course that introduces readers to all the various aspects of digital transformation. If you're looking for a proven, practical digital framework, this book will exceed your expectations significantly." Jay Jung, Customer & Digital Adviser, Ernst & Young.

Sujets

• Marketing et communication

Informations

• Publié par: Story Tree FDC
• Date de parution: 24 septembre 2018
• Nombre de lectures: 0
• EAN13: 9781912643899
• Langue: English
• Poids de l'ouvrage: 5 Mo

Extrait

77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION: THE DIGITAL CAPABILITY MODEL TM

By Jace An
77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION: THE DIGITAL CAPABILITY MODEL TM
By Jace An
 
Third Edition
 
Copyright ©2021 Story Tree FDC
Published in the United States
 
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
All product and company names, logos, and brands mentioned in this book are property of their respective owners. The author and the publisher assume no responsibility for errors or omission that may appear in this book, nor do they assume liability for damages resulting from the use of the information contained in this book. Any recommendations in this book may not be applicable to every situation.
 
 
D EDICATION 
This book is dedicated to my better half, Emily and my precious daughter, Alice for their spiritual support along the journey to completing this book.
 
 
A CKNOWLEDGEMENTS
I would like to express my special gratitude to Nick Crowther, Managing Director at Freerange Future - a global award winning agency, for inspiring me to embark on the journey to creating this book. This book would not have been created if it were not for him.
Throughout the process of creating and publishing this book, many individual professionals have helped me out. I’d like to give a special thanks to Eddie de Jong, Dayeong Yun, Zoran Petrovich, Beenish Qureshi, Todd Emsley, and Edward Oh for actively participating in editorial review, book designing and formatting, and contributions for this book. This work would not have been possible without support from all of them.
 
 
TABLE OF CONTENTS

Prologue
Introduction
Mega Capability 1. Digital Customer Experience Management
Capability 1-1. Digital Customer Journey Management
Capability 1-2. User Research
Capability 1-3. Usability Analysis
Capability 1-4. User Experience Designing
Capability 1-5. User Experience Testing
Mega Capability 2. Social Interaction
Capability 2-1. Social Listening
Capability 2-2. Social Media Marketing
Capability 2-3. Social Media Servicing
Capability 2-4. Online Community Management
Capability 2-5. Rating & Review Management
Capability 2-6. Content Moderation
Capability 2-7. Social Crisis Management
Mega Capability 3. Digital Marketing
Capability 3-1. Digital Brand Marketing
Capability 3-2. Search Engine Optimization
Capability 3-3. Paid Search
Capability 3-4. Content Targeting
Capability 3-5. Affiliate Marketing
Capability 3-6. Online Advertising
Capability 3-7. Digital Campaign Management
Capability 3-8. Lead Management
Capability 3-9. Marketing Offer Management
Capability 3-10. Email Marketing
Capability 3-11. Mobile Marketing
Capability 3-12. Marketing Automation
Capability 3-13. Conversion Rate Optimization
Mega Capability 4. Digital Commerce
Capability 4-1. Online Merchandising
Capability 4-2. Shopping Cart & Checkout
Capability 4-3. Payments & Reconciliation
Capability 4-4. Order Management & Fulfilment
Capability 4-5. Account Management & Self-Service
Mega Capability 5. Digital Channel Management
Capability 5-1. Channel Mix & Optimization
Capability 5-2. Cross-Business Integration
Capability 5-3. Cross-Channel Integration
Capability 5-4. Multi-Device Presentation
Mega Capability 6. Knowledge & Content Management
Capability 6-1. Knowledge Management
Capability 6-2. Content Lifecycle Management
Capability 6-3. Digital Asset Management
Capability 6-4. Content Aggregation & Syndication
Capability 6-5. Web Content Management
Mega Capability 7. Customization & Personalization
Capability 7-1. Customer Preference Management
Capability 7-2. Customer Communication Management
Capability 7-3. Social Behaviour Management
Capability 7-4. Interaction Tracking & Management
Capability 7-5. Customer Loyalty Management
Capability 7-6. Digital Customer Services
Mega Capability 8. Digital Intelligence
Capability 8-1. Product Similarity Analytics
Capability 8-2. Customer Insights
Capability 8-3. Customer Segmentation
Capability 8-4. Conversion Analytics
Capability 8-5. Digital Marketing Effectiveness
Capability 8-6. Big Data Analytics
Capability 8-7. Web Analytics
Capability 8-8. Reporting & Dashboard
Mega Capability 9. Digital Data Management
Capability 9-1. Non-relational Data Management
Capability 9-2. Distributed Data Store Management
Capability 9-3. Enterprise Search
Capability 9-4. Master Data Management
Capability 9-5. Data Quality Management
Capability 9-6. Digital Data Policy Management
Mega Capability 10. Digital Infrastructure Management
Capability 10-1. User Interaction Services
Capability 10-2. Process Integration Services
Capability 10-3. Parallel Processing Services
Capability 10-4. Artificial Intelligence Services
Capability 10-5. Federated Access Management
Capability 10-6. On-Demand Provisioning Services
Capability 10-7. Digital Continuity Management
Mega Capability 11. Digital Alignment
Capability 11-1. Digital Innovation
Capability 11-2. Digital Planning
Capability 11-3. Digital Governance
Capability 11-4. Cross-Boundary Collaboration
Capability 11-5. Digital Journey Readiness
Mega Capability 12. Digital Development & Operations
Capability 12-1. Digital Program & Project Management
Capability 12-2. Digital Design Authority
Capability 12-3. Digital Capability Development
Capability 12-4. Digital Capability Introduction
Capability 12-5. Digital Service Operations
Capability 12-6. Digital Quality Management
Digital Capability Planning Methodology
Task 1-1. Assess Current State Operating Model
Task 1-2. Define Maturity Level of Current Digital Capability
Task 2-1. Set Maturity Level of Future Digital Capability
Task 2-2. Design Future State Operating Model
Task 3-1. Identify Gap and Improvement Opportunity
Task 3-2. Create Digital Initiative & Business Case
Task 3-3. Develop Roadmap
Endnotes
Glossary
References
About the Author
 
 
P ROLOGUE
The Purpose and Audience of This Book
This is not a theory book that discusses academic concepts of digital capability and digital transformation, but rather a practical field book that describes how to assess and improve digital capabilities of an organization. This book therefore caters best for digital ‘practitioners’ who are involved in digital business operations, including information technology, digital technology, digital marketing, digital channel management, social media management, online commerce, online customer services and many more operational areas that digital technology may have an impact on.
A digital capability is defined in this book as an organizational capacity and ability to produce intended business outcome in the digital space by combining process, people and technology elements in a way that is unique to each organization.
A Process element includes process flow, input & output information, and business rules, policies & guidelines. A People element includes organizational structure & culture, and people’s roles, responsibilities & skills. A Technology element includes applications, data, infrastructure, facilities and equipment around digital technology.
The Social Listening digital capability is for example defined as an organizational capacity to understand what users are talking about on social media and use that for business by combining its well-defined processes, skilled staff and their clear roles & responsibilities, and automation tools. A higher maturity of digital capabilities ensures effective and efficient operations of a digital business.
Digital business operations is a multi-disciplinary area where business and IT converges and works together to produce business outcomes in the digital space. Understanding both business and IT as if these were a single departmental function is therefore critical to the success of digital business. The Digital Capability Model is optimized to meet the needs of those who wish to obtain and increase this cross-boundary, multi-disciplinary knowledge.
Although this book is comprehensive in its scope, it is introductory in its depth.
The Digital Capability Model is comprehensive in scope, making it best suited for those who desire to have a broad understanding of the entire scope of digital capabilities and want to use a holistic approach to improve the performance of their digital business.
However, the book is focused on ‘introducing’ digital capabilities by describing their definition and key concepts, as well as the maturity levels and maturity indicators of each digital capability. Although it goes deep enough when necessary, technical details of a digital capability is out of scope.
The definition and key concepts of ‘Product Similarity Analytics’ capability are for example discussed and the basic analytical method explained, although the detailed formula and algorithms of the analytics are deemed outside the scope of this book. This book may be used as a starter to understand the overarching structure of digital capabilities, while other sources should be used when technical details for implementation of the digital capabilities are required.
Impact of the Digital Trend on Business
I started my career as the marketing manager of an Interactive Marketing Team in a marketing communication company. When my team saw the potential of the Internet as an unprecedented effective marketing channel, we developed an Internet shopping mall in the mid-1990s by using CGI programming {1} and MySQL {2} database. E-business soon became the dominant trend as the first version o