The Six Laws Of Digital Transformation

The Six Laws Of Digital Transformation

The Forrester CX Marketing Summit has come and gone, and all that’s left are the little pearls of wisdom divulged by speakers. One of those speakers was the vice president of global strategy for Singapore Post, Timothy Lee, who spoke from experience in terms of fighting the digital fight and coming out on top.

“There’s a difference between optimisation and transformation,” he said. “Almost all industries are good at optimisation and almost none are good at transformation.”

“If you have an optimisation mindset you’re not going to think about how to transform the company over the long run.”

Lee has six laws to stick to when undergoing a digital transformation, citing Uber, Airbnb, and Facebook as brands who have nailed the shift.

Law #1: Grand Vision (with a quiet roadmap)

“If you’re going to go big, go really big. But when you climb that rock climb it quietly, don’t tell everyone about it,” Lee explained.

Xiaomi is a good example of this. They started with just smartphones, pierced into headphones, go-pros, routers, then went into things like water purifiers and air purifiers.

“What they’ve done is gone direct to the consumer, branded their own product, their own user interface, and now they are close to the customer and have found their grand vision without broadcasting it from day one. Consider how are you doing it in the long run and rather than shout about it, just build the best product quietly.”

Law #2: Move Upstream

This step was about redefining who you as a brand are serving, how you’re serving them and to what degree.

“In the ecommerce value chain, SingPost was just doing delivery 10 years ago, we were at the end of the food chain,” Lee said.

“We had a burning platform of urgency, it was declining and we needed to get out of that business and into a new one. We bought a tonne of warehouses so we could package those ecommerce parcels not just deliver them.

“Then we bought one of the best web platforms out of Silicon Valley, got a payment system, thought about customer service, started doing marketing.”

In the end, Lee explained, major global clients like Calvin Klein were even outsourcing their marketing, CRM and even online store operations to SingPost.

Law #3: Agile Iteration (by empowering your frontline)

Lee said if there’s one thing you need in the digital world, it’s a strong frontline for your customers, and that training should be at the top of the priority list of any brand.

“More direct feedback and communication from the frontline to the top can make sure a company works more seamlessly and faster to respond to customer feedback.”

Law #4: Complex Ecosystems

This guideline is all about knowing which market you sit in and understanding it fully, and this can be achieved through a unique path dependency.

“If you’re competing you need to think in terms of which ecosystem am I in, how do I learn?” Lee explained. “You need to be thinking in the right way and moving quickly in the right way.”

Law #5: Global Networks Effects

“Traditional industries don’t move as quickly as new technology like Facebook and Snapchat,” Lee said.

But going viral is still a big deal for a company, and Lee said you need to make your product “more like these” social media giants to get customers spreading messages about your brand to each other faster and becoming more widespread.

Law #6: Deep Subject Matter Expertise

“As former American Express CEO Harvey Golub said, ‘I am a T-shaped man’,” Lee said.

But what the hell does that mean? It means you need to hire people with both horizontal and vertical skills, he explained, who can look at challenges from not just an industry perspective, but across a broad range of spectrums.

“And when you find someone like that, don’t tell them what to do, unleash them,” Lee added. “We hire smart people so they can tell us what to do.”

“Digital transformation is all about thinking really big and taking huge risks.”

 




Latest News

Social Soup Announces Major Partnerships Hire & Promotion
  • Advertising

Social Soup Announces Major Partnerships Hire & Promotion

Social Soup announced two new appointments, with the promotion of Cara Norris to head of growth and partnerships and the recruitment of Carolyne Gowen as client partnerships director. It follows the business’s second Influence Upfronts – the bi-annual influencer marketing industry update – in mid-May. Lead image: left to right, Carolyne Gowan and Cara Norris […]

Lisa Down & Leila Cranswick Join Ogilvy Sydney As Creative Directors
  • Media

Lisa Down & Leila Cranswick Join Ogilvy Sydney As Creative Directors

Lisa Down and Leila Cranswick will will Join Ogilvy In Sydney CBD as creative directors. The duo will work closely with Ogilvy Network ANZ chief creative officer Toby Talbot and the Ogilvy Sydney creative leaders, tapping into and working with the agency’s multiple pillars. Lead image: left to right, Leila Cranswick and Lisa Down, creative […]

NGEN Raises More Than $37,000 For Bravehearts In NGEN Dodgeball Show-Down
  • Advertising

NGEN Raises More Than $37,000 For Bravehearts In NGEN Dodgeball Show-Down

More than 400 members of the MFA NGEN community have taken to the dodgeball courts across Brisbane, Sydney, and Melbourne for the 10th annual NGEN charity cup dodgeball tournament, raising $37,428 for UnLtd charity partner Bravehearts. Fundraising efforts involved competing teams of NGENers selling raffle tickets for prizes generously donated by industry supporters, including a […]

James Schaw Promoted Inside Clems
  • Advertising

James Schaw Promoted Inside Clems

James Schaw has been appointed as the national workplace experience and building manager. Schaw will oversee all Clemenger Group workplaces across Australia, prioritising employee safety and wellbeing, as well as the Group’s values. James (Jimmy) has been an integral part of the Clemenger Group family in Melbourne since joining the company in 2009. He began […]

Nathan Cleary & Rexona Launch Two-Year Partnership With New Campaign
  • Campaigns

Nathan Cleary & Rexona Launch Two-Year Partnership With New Campaign

Rexona has launched an exciting new campaign with NRL sensation Nathan Cleary for its new creative platform, “Bring The Heat”. Cleary has entered into a two-year partnership with the antiperspirant brand, whose mission is to inspire confidence in everyone to move more. Spearheaded by Generator United and Photoplay, the new campaign showcases Rexona’s 72H Advanced […]

Keep Left Wins Go-To-Market, Brand & Comms Work For Sircel
  • Advertising

Keep Left Wins Go-To-Market, Brand & Comms Work For Sircel

Australian green tech company Sircel appointed PR and creative agency Keep Left to develop an integrated go-to-market strategy, including a refreshed brand positioning and communications strategy. Lead image: Laura Agricola, Keep Left strategy director Keep Left has been engaged as Sircel’s strategic communications partner, kicking off with a focus on brand positioning and messaging. The […]

Flight Centre Taps Qualtrics For AI Customer Experience Program
  • Advertising

Flight Centre Taps Qualtrics For AI Customer Experience Program

Flight Centre has announced a new partnership with Qualtrics to use its AI smarts to unlock actionable customer insights across multiple channels with conversational analytics and natural language processing. While traditional customer experience programs focus on structured feedback, such as satisfaction and post-sale surveys, Flight Centre is gaining a more complete view of its customers […]

CMOs To Watch: Hawthorn FC’s Dan Hamer’s Next Big Partnership
  • B&T Exclusive

CMOs To Watch: Hawthorn FC’s Dan Hamer’s Next Big Partnership

From managing partnerships at one of Australia’s oldest AFL clubs to planning a wedding in October, Hawthorn Football Club’s head of commercial partnerships and growth, Dan Hamer, has a lot on his mind. Welcome back to ‘CMOs To Watch‘ . Once a month, we look beyond the biggest marketing bosses in Australia and the world to […]