webinar: digital transformation 'cure and necessity' - 11th november
TRANSCRIPT
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DIGITAL TRANSFORMATIONCure and Necessity
Robert van TolConsultant & Client Directorlinkedin.com/in/robvantoluk@R_van_Tol
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HelloMy name is Rob … and I do digital transformation
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LOTRANSFORMATION
EVERYONEES
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DOINGTRANSFORMATION
EVERYONE IS
(IF UNCONSCIOUSLY)
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HARDCUREBUT IT’S A REALLY
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TARGET Continual Technology Change Evolving Cultural Norms Increasing Customer Expectations Beginning Pedagogic Innovation
AND A MOVING
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SMALL BATTLESSO IT IS BEST TO WIN
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NOT A LOT OF ROOM TO MANOEUVRE
BEST TO RECOGNISE
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BEST NOT TODO NOTHINGFewer Students Poorer Student ExperienceLess Real-world Relevance Endangered Financial SustainabilityLess Pedagogic Innovation
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Hamish Starting 2018Artificial Intelligence & Computer Science?
RobinStarting 2021Business with Marketing?
BEST THINK OFTHEIR NEW WORLDPOST 2000 DIGITAL NATIVES
Learns online
Make & keeps friends online
Experience at lot of world online
Tech savvyKnow good (and bad)
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BEST TO GET STUCK INTO THE NEW POLITE WAR
TOP RANKED
BOTTOM RANKED
MIDDLE RANKED
Battling Global Competitors
Battling for a Strong Niche
Battling Everyone
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precedent.com/bumsonseats
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Battlegrounds
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THE PUBLIC WEBSITE4 BATTLEGROUNDS
INTENSE
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USED TO BE BIG
DIGITAL CAMPAIGNS4 BATTLEGROUNDS
ON HOLD
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CAMPUS EXPERIENCE4 BATTLEGROUNDS
GROWING
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ONLINE 1st UNIVERSITY4 BATTLEGROUNDS
INNOVATORS
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UNI RFP-ITTs4 BATTLEGROUNDS
3 Digital Transformation Strategic
9 Digital Strategy Strategic
2 Digital Workspaces Strategic
2 Campaigning Strategic & Tactical
11 Website Improvements Tactical
1 Digital Print Tactical
0 Website developments Tactical
last 6 months (Q2 & Q3 2015)
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Change
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ENERGY FOR CHANGEYOUR RESPONSETACTICS
User Journey
Radical Simplification
Content Professionalism
Personalisation
Student Life
Social Media
Student Experience
Digital Literacy
Persuasion Techniques
Showcasing
STRATEGIES
Customer-led
Marketing-led
Lifelong Connection-led
Pedagogical Innovation-led
Employment-led
Digital Transformation
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ENERGY FOR CHANGESENIOR MANAGEMENT
95 00 05 10 15 20
AUTHORITYwithin theUniversity
Head of Digital
Digital Manager
Web Manager
Webmaster Developer
Senior ManagementMember
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ENERGY FOR CHANGEWHAT IF DIGITAL WAS A NEW CAMPUS
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TheGreatCourses.co.uk
ENERGY FOR CHANGELEARNER-LED
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ENERGY FOR CHANGEME TOO-ism
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… if it reveals that 10 out of 10 of
our closest competitors have a
responsive website then this
feature will become an absolute
necessity.
“
ENERGY FOR CHANGEME TOO-ism
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Plan
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TRANSFORMATION BATTLEPLANAmbition1. Be Customer-centric2. But not in isolation of what is possible
3. Get senior buy-in and ownership
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TRANSFORMATION BATTLEPLANConstraints3. Consolidate your total capability4. Be realistic and focus on benefits
5. Walk first and avoid short-cuts
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shared idea
lived experience
how it works
effective plumbing
TRANSFORMATIONBATTLEPLAN
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FIXING THE EXPERIENCE
insight-lead
radical idea seeking
customer driven
constraints limited
fashion influenced
FIXING THE DELIVERY
finance-lead
consensus seeking
agenda driven
resource limited
ego influenced
TRANSFORMATIONBATTLEPLAN
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Strategy
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PROSPECT LEARNER PROFESSIONAL ADVOCATE
MORE THAN ONE EXPERIENCER
CUST
OM
ER-L
ED S
TRAT
EGY
HOME / INTERNATIONAL
CARER / CAREFREE
IN WORK / NOT IN WORK
YOUNGER / MATURE
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MORE THAN ONE EXPERIENCE
CUST
OM
ER-L
ED S
TRAT
EGY
Depth comparison & research
Do transactions: apply & pay
Revision and exam prep
Getting learning resources
Early lightweight scoping
Finding who’s who
Facilities (shops, cafes, ATMs)
Finding free PCs & study spaces
Getting there
Wayfinding around
Small Screen Big Screen
Getting in touch withResearch: library & open sources
Diary & Timetable: what’s next Writing assignments
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CUST
OM
ER-L
ED S
TRAT
EGY
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CUST
OM
ER-L
ED S
TRAT
EGY
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CUSTOMER-LED STRATEGYRadical Simplification Doing less, better
Selling Rather than explaining
You-basedRather than we-based
Showcasing ExcellenceNot giving everything a place
Prioritising Making though choices
CUST
OM
ER-L
ED S
TRAT
EGY
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CUSTOMER-LED STRATEGYNew Homepage
New Information Architecture
New Course Finder
New Course Page
New Course Copywriting
CUST
OM
ER-L
ED S
TRAT
EGY
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MAR
KETI
NG
LED
STRA
TEGY
University of Birmingham – Circles of influence
University of Cardiff - Thrive
Leeds College of Music
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LIF
ELO
NG
CO
NN
ECTI
ON
LED
STR
ATEG
Y
Make your mark here
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PEDA
GOGI
CAL
INN
OVA
TIO
N L
ED S
TRAT
EGY Student
SupportStudent
ManagementAcademic
LifeStudent
Life
Learning Support
Counselling
Careers Guidance
AdmissionRecruitment
FundingEnrolment
Module SelectionTimetables
Discipline &InvestigateGrades
StudyingAttendance
Practical Learning
Assign-ments
Academic Blogs
Exam Prep & Exams
LibraryFeedback
Accommo-dation
New to University
Sport, Clubs & Societies
End of Year
University Events
Leaving(Quitting)
Placements
Graduation
Your Future Plan
Student Digital Workspace
Students Union
Payments
ITC Help
Financial Advice
Disability Assistance
Faith & Religion
Targeted Support
(eg Care Leavers)
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PEDA
GOGI
CAL
INN
OVA
TIO
N L
ED S
TRAT
EGY Student
SupportStudent
ManagementAcademic
LifeStudent
Life
Student Digital Systems
HelpdeskCareer System
Case Management
Student RecordsEnrolmentTimetableFinance
Online Store
VLELibrary
Learning ResourcesMarking & FeedbackPlagiarism Checker
Personal Tutor SystemResearch Repository
Shared Study
Events CalendarClubs & SocietiesRecreational Sport
Student Union
Email and Twitter and SMS and VideoOffice Apps and Cloud Storage
SharePointSingle Sign-On
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PED
AGO
GICA
L IN
NO
VATO
N L
ED S
TRAT
EGY
Quotes from research about Course Notes and Lecture Slides
“Not found one lecture note yet” – Mature student
“User interface is absolutely awful” – Younger student
“It’s like a computer from the 1980s” – Mature student
“Different lecturers use different formats, PDF in week one; week two it might be a different programme. Some you can see online. Some you have to download. Some email it. Some use the XXX System. It’s beyond confusing trying to get all your notes together.” – Mature student
YOU DON’T MEAN TO CAUSE PAIN
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Digital WorkplaceIntegration Options
Lightweight Portal-style
solution
Unified design
Coherent experience
Technically Fully integrated
Single Source of Truth
Different designs
Separate experiences
Technically Unintegrated
Multiple Source of Truth
Medium-weight UX-led solution
Heavyweight Technical solution
Less INTEGRATION More
PEDA
GOGI
CAL
INN
OVA
TIO
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TRAT
EGY
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EMPL
OYM
ENT-
LED
STRA
TEGY
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DIGI
TAL
TRAN
SFO
RMAT
ION
STR
ATEG
Y
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DIGITAL TRANSFORMATION STRATEGY
Revised Team Structure Consolidate and expand
Laid out Digital PrinciplesShowing how digital should work
Experience MapsShowing what digital looks like
Outline Business CasesPackages of work to progress
Integration with exists streams Putting digital in context
Started the culture changeWhat does it mean to be digital
DIGI
TAL
TRAN
SFO
RMAT
ION
STR
ATEG
Y
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DIGITAL TRANSFORMATION STRATEGY
Set out a roadmap Three phases of growth
Laid out Digital PrinciplesShowing how digital should work
Supported Business CaseBig investment & deep change
Supported Culture ChangeCreating mass staff events
Now delivering core websiteSetting the foundation stone
DIGI
TAL
TRAN
SFO
RMAT
ION
STR
ATEG
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Choice
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CHOICESYOU HAVE MANY
Different levels of transformingDifferent battlegroundsDifferent strategiesDifferent tacticsBut obviously doing nothing is one of them…
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BADRISKS to HE
Sector
Student Poaching
Academic Inflation
Political Hot Potato
Devalued Education
Snob Value
Education
TOP Universities
BOTTOM Universities
INTERNATIONAL Universities
TRANSNATIONAL Education
NEW MARKET Entrants(e.g. CompetencyManagement Platforms)
{Smaller PREMIUM
ALTERNATIVES
Degree SATURATIONGrade INFLATION}NEWS
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GOODSTRONG FUTURE DEMAND
Preparing the Young for Work
Upskilling and
Retraining
Growing Global Middle Class
Aging Population
NEWS
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Robert van TolSenior Strategy & Creative Consultantlinkedin.com/in/robvantoluk@R_van_Tol
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