A common language supporting digital transformation
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Hakim Mendjeli, a consultant in digital product management and strategy, emphasizes the need for common language in organizations to facilitate digital transformation. He addresses challenges such as jargon and miscommunication that hinder innovation and customer centricity. Key considerations include evaluating strategies, aligning objectives with customer outcomes, and refining communication for better understanding and engagement.
A common language supporting digital transformation
- 1. Towards a common language to support digital transformation Hakim Mendjeli
- 2. Hakim is a consultant on digital product management, strategy, proposition development and transformation in Fintech and retail banking. He led mobile strategy and product at Lloyds Banking Group. More recently he was in charge of digital strategy and propositions for small business at RBS. He is also CEO @Diune, makers of Piktures, the best way to enjoy your photos on a smartphone, and founder @FrenchDigital
- 3. Translation One of the CIOs role is to help translate business aspiration into operational and IT processes and tools. 3
- 4. 4 The effective flow of information, meaning and understanding is critical to the success of large organisations Information flow
- 5. The premise We are struggling to transform the culture and the way our organisations operates
- 7. 7Observation The more people involved the more acute the problems
- 8. 8Some root causes? We assign different meanings to the same words and concepts We use jargon and an overly technical language We use language that hide what we don’t know
- 10. 10Key questions? What is innovation, is it an end in itself? What is its purpose for your organisation? How should you evaluate it? Evolution or revolution? sustaining vs disruptive innovation
- 11. Purpose? We want to be perceived as an innovative organisation in order to create internal and customer facing PR
- 12. Purpose? We want to evaluate new technologies and practices to improve our existing banking offering
- 13. Purpose? We want to evaluate technologies and practices that might create new business models
- 14. Purpose? We want to stay close to the FinTech ecosystem in order to evaluate potential threats
- 15. Measures? What have you learned during this innovation process that will make a material difference in future decisions?
- 16. Measures? Should you talk about learn fast rather than fail fast? After all learning is the outcome and failing the mean
- 17. The Innovator’s dilemma Clayton Christensen Evolution vs Revolution and why revolution can be created in the normal corporate structure
- 19. What people think “Do we have a strategy?” “ I know we have plans and roadmaps” “I know we have a high level vision”
- 20. Key Questions? What are you going to use the strategy for? Do you have clear objectives that your strategy should deliver against? What are the questions that your strategy should address? Do you have a consistent framework to articulate your strategy?
- 21. Decisions? A strategy is a tool to evaluate the decisions we make around products and propositions
- 22. Communication? A strategy is a tool to communicate how we will achieve our vision
- 23. Solutions? Clear objectives? Metrics to evaluate? Defined story telling? Open about shortcomings?
- 24. Exhibit C: Customer Centricity
- 25. “ We try to be customer centric..but we don’t always succeed”
- 26. Questions? Do you have product or propositions? Are you articulating your initiatives around customer pain points, and outcomes rather than technological delivery? Are your metric of success aligned to customers outcomes? delivery time vs end user experience
- 27. PR statement - Amazon style Name the product in a way the reader (i.e. your target customers) will understand. Sub-Heading - Describe who the market for the product is and what benefit they get. One sentence only underneath the title. Summary - Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good. Problem - Describe the problem your product solves. Solution - Describe how your product elegantly solves the problem. Quote from You - A quote from a spokesperson in your company. How to Get Started - Describe how easy it is to get started. Customer Quote - Provide a quote from a hypothetical customer that describes how they experienced the benefit. Closing and Call to Action - Wrap it up and give pointers where the reader should go next.
- 28. Customer Language Do you use plain english to communicate your strategy and proposition? or is it full of jargon?
- 29. Voice of the customer Do you share specific experiences your customers have had with your service, In their own words? Do your teams see this on a regular basis?
- 30. Customer outcomes Do you roadmap highlight technical features delivery or what will be the improvement in customer outcomes?
- 31. So, what are you transforming into? For more information or discuss how I can help your organisation, contact me at: hakim.mendjeli@4by90.com