Digital Capabilities

數位轉型分為

1. Digital capability

2. Leadership capability

Digital capabilities

1. Creating a compelling Customer experience
2. Exploiting the power of Core operations 
3. Reinventing Business model

• 89% of consumer in 2011 quit doing business because of a bad customer experience
• 1/4 consumers who had unsatisfactory service will shared their experience through social network.

Creating compelling customer experience

• Designed the customer experience from the outside in (出去看客戶要什麼)

• P&G 去看客戶如何放掃把(直放,橫放? )
• 到客戶端看看他要什麼 , 客戶說不出他的需求, 有時說的並不時他實際要的(ex: 給我自動核准的功能 → 隱含的真正需求是簡化表單)
• 客戶買鑽頭 → 要的是牆上鑽洞 ¸不是鑽頭

• Creating reach and customer engagement
• Putting customer data at the heart of the experience
• Seamlessly meshing physical and digital experiences

Designing the customer experience from the outside in

• 看停車訊息,接下來看匯率 → 賣保險很有效
• 很多網頁很漂亮,但都是告訴別人想說的 , 但沒有提供別人想知道的  
• 開會是發佈訊息 還是解決同仁在意的問題

Example

        Burberry

        Vail resorts

                -分群滑雪客人 ( 滑雪? 住宿? 美食?)

        Starbucks

• 基本是Motel生意 ( 賣空間 , 休閒時段, 桌子+2hour ,不是賣咖啡)
• 誰說35元沒有好咖啡→這才是賣咖啡
• Square

Creating reach and customer engagement

Starbucks idea site

1. 上班族派人買 , 客戶反應一次都買很多 , 但要找人去買

• Runner reward ( 買四送一) 跑腿的人賺到

Caesars

Guest have an unlucky evening at the casino , managers on the floor can even perform a cost-benefit analysis and offer complimentart services

→賭場輸錢 , 提供優惠的補償 (住宿…)

Seamlessly meshing physical and digital experiences (無縫連接數位技術)

Museum of Art : 選有興趣的

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