Holistic approach to Digital Transformation

Transcription

1 Holistic approach to Digital Transformation Eye for Travel, Amsterdam 29 th NOVEMBER

2 1. COMMUNICATE VISION 2. ESTABLISH FOUNDATIONS 3. EXECUTE & OPTIMISE 2

3 1 SET THE VISION 3

4 VISION KNOW THE CUSTOMER Link 4

5 5

6 VISION PUT IT IN CONTEXT 6

7 VISION DEFINE THE PURPOSE Vision The vision of the CTO group is to improve sales of Contiki trips through digital innovation Purpose Drive strategic technology decisions that align with business imperatives Ensure technology decisions generate the highest level of business value Maintain a high level of understanding of emerging and potentially disruptive technologies Leverage technology to enable the business to maintain, or increase, market position and leadership Responsibilities Translate business strategy into technology strategy Develop and maintain technology direction Manage and develop IT-business relationship Drive smarter technology investments for Contiki Create a culture of innovation that synchronises with business requirements Identify advanced technologies that are threats to, or opportunities for Contiki 7

8 VISION SELECT FOCUS AREAS Working backwards from current state Identifying areas of opportunity FOCUS Overhaul B2B platform Extend B2C platform Automate Leverage data Personalise ü ü ü Engagement Efficiency Conversion 8

9 VISION DEVELOP A HIGH LEVEL ROADMAP Phase Stabilise & Define Improve Transform & Innovate Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Operating Model Strategy Ways of working Responsibilities Functional architecture Team structure Tech landscape Key partnerships Communication Platform Stabilisation Process Improvement Defect resolution Ticketing Communication Content updates Transformation Phase 1 Large, significant initiatives Transformation Phase 2 Large, significant initiatives On-going innovation cycles Operating Model Platform stabilised Defined New structure and processes rolled out 9

10 2 ESTABLISH FOUNDATIONS 10

11 FOUNDATIONS BUILD RELATIONSHIPS 8. Global Contiki Team and Regions 1a. Vision & Strategy 1. Digital & Technology Strategy 1b. Roadmap 1c. Performance 1d. Innovation 1e. Relationships 9. Group IT 8a. Sales 8b. Marketing 8c. Operations 2a. People & Culture 3a. Paid Search 2. Governance 2b. Process 3. Performance Marketing 2c. Continous Improvement 3b. SEO 3c. Affiliates 9a. App dev 9b. Business analysis 9c. Infrastructr 8d. Custmr service 8e. Contact Centres 4a. Merchandising 4. E-commerce 2b. 2c. Content Management 9d. Prog Mgmnt 9f. Product support 8f. Finance 5. Digital Technology 5a. Architecture 5b. Design 5c. Development 5d. QA/Testing 5e. Support 6. Operations Technology 6a. Sourcing 6b. Deployment 7c. Support 7. Infrastructure 7a. Strategy 7b. Hosting 7c. Support 10. Partners 10a. Relationship Management 10b. Performance Management 10c. Commercial management 10d. Sourcing Strategy 10d. Location approach 11

12 FOUNDATIONS FIX THE BASICS 12

13 FOUNDATIONS PRIORITISE AND THEN PRIORITISE AGAIN We ve prioritised all enhancements based on business criticality and technical complexity and are executing on that 1 2 PRIORITISATION CRITERIA 3 PRIORITISED LIST List of 120 enhancem ents 1. Revenue/PAX impact i.e. perceived incremental revenue through the new feature 2. Timing of impact 24 H1 Highest Priority Immediate and highest commercial impact; top of the roadmap i.e. when will we see the impact of the feature, short, medium or long term 3. Regional vs global applicability i.e. is the feature relevant to some markets only or will all regions benefit from it 19 H High Priority High commercial impact; applicable to all regions 4. Dependencies on 3 rd parties At times we are dependent on TTC or other external agencies being ready to deploy 20 M Medium Priority Reasonable and direct commercial impact 5. Dependency on Rails migration Some features must be migrated to Sitecore from Rails by Feb Practicality of implementation 17 L Lower Priority Limited commercial impact 13

14 FOUNDATIONS FOCUS ON EFFICIENCY New enhancement request 1. Regional representative with endorsement from their MD 2. Global teams marketing, web dev, performance, e-commerce, , content, campaigns, ops 3. Wider TTC 4. Partners Preliminary analysis Clear description of what s required Business benefit / business case for larger requests Applicability regional or global Perceived urgency and rationale Business prioritisation Deployment prioritisation Who What s required When & How Output As needed Cut off to assess new requests would be Friday of each week Through Zendesk New Enhancement Request Share updated roadmap New request submitted through Zendesk with sufficient information on request and business benefit Efficient process detailing activities, responsibilities and with a 1 week (request to roadmap) SLA Ability to better manage ever growing list of enhancements for dev team Opportunity for regions to provide business rationale/case upfront Empowerment to POs to understand requirements and communicate back to regions where relevant Ability to overlap deployment considerations on business priorities 14

15 3 EXECUTE & OPTIMISE 15

16 EXECUTE FLESH OUT THE ROADMAP Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Operating Model, Strategy, Focus, global-regional collaboration Governance and KPIs Structure & Process Reengineering Planning and ongoing Project Management B2C platform Stabilisation B2C Platform enhancements B2C High Value Features (20 revenue impacting features incl search, Uniworld, speed) Cocoon (New B2B platform) Mailman ( project) Structural change Development heavy Digital heavy Cross platform Athena (E-commerce project) SEO Project A/B HomeP Personalisation Define and implement Analytics ongoing improvement to analytics (web, performance, merchandising, operations) Define Stabilise & Improve Transform & Innovate 16

17 EXECUTE BE HOLISTIC We are here 2018 Aug - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Phase 1 Phase 2 Decision on phased rollout Stabilisation & Support Project Mgmnt & Governance Ongoing management of scope, resourcing, commercials, business benefits Change & Comms Change Strategy Change & Comms Plan Ongoing stakeholder management, change management and communications Design High Level Design Detail Design Content Migration Content Migration Switch off Rails Development & QA Development & QA Phase 1 Development & QA Phase 2 The current approach works well from a functionality perspective but the go-live overlaps with peak selling period for Australia. Our option is to combine Phases 1 & 2 for all regions although this would mean supporting Rails for longer. 17

18 EXECUTE LINK PROJECTS WITH VISION We have a significant opportunity to increase conversion and make more money through better ecommerce Contiki Ecommerce Strategy In line with our objectives and current challenges, Project Athena is being launched with a view to Improve our conversion rate by X% Increase Online Direct PAX by Y% Increase assisted Direct PAX by Z% Effectivenes s INCREASED PERSONALISATION UGC & REVIEWS UTILISATION SMARTER PROMOTIONS We propose key initiatives over the next 6 months User testing to lift conversion Increase revenue from high demand trips Coherent user experience across channels Use UGC & reviews to lift conversion Search algorithm Efficiency GLOBAL-LOCAL PLATFORM ALIGNMENT IMPROVED TESTING CONSISTENT CONTENT ACROSS CHANNELS SEAMLESS SEARCH DIGITAL OPERATING MODEL 18

19 EXECUTE REACH OUTSIDE IMMEDIATE TEAM Our program is running well and there are additional opportunities to drive data driven decisions and inefficiency in build We aim to create a unified strategy for Contiki. Be business outcome focussed Drive execution of strategy for all regions Collaborate and support key regions to execute on regional plan Share leading practice with regions; be seen as a Centre of Excellence (CoE) We have launched Project Mailman to Increase effectiveness through better segmentation, performance measurement and improvement. Increase efficiency through automated sends, improved tools, consistent look and feel. Effectiveness Efficiency PERSONALISATION Contiki Strategy TECHNOLOGY PLATFORMS ALIGNMENT IMPROVE INSIGHT IMPROVED SEGMENTATION INCREASED SUBSCIBERS MARKETING CLOUD UTILISATION CONSISTENT LOOK AND FEEL DIGITAL OPERATING MODEL 19

20 EXECUTE DON T FORGET THE CUSTOMER RESEARCH & HIGH LEVEL DESIGN GAP ANALYSIS & UX TESTING DETAILED DESIGN & UX TESTING UX research & requirements gathering High level design Agents user testing Design handover to developers Marketing framework design SSO Design Round 2 user testing and remaining UI / UX Marketing page design & region training FINISHED DECEMBER FINISHED FEBRUARY FINISHED MAY FINISHED JULY FINISHED SEPTEMBER 20

21 EXECUTE OVER COMMUNICATE Sun Mon Tue Wed Thu Fri Sat ü ü Yammer ü ü Champions Yammer ü ü Champions Yammer ü ü Yammer GMB GMB GMB Execs GMB Monthly Yammer [weekly] key progress and plan for next week (from exec summary) GMB [Weekly] same as Yammer Champions [biweekly actual call including a demo Execs [monthly] summarised monthly update Execs and key team members [early August, October, November] global call 21

22 EXECUTE GOVERNANCE Project Summary Project Cocoon will deliver the new agent website in two phases with the first phase going live on 13 th November (for UK and US markets) and the second phase in March 2018 (with extended functionality and the rest of markets). Phase 1 is split in 14 x 2 week sprints with work effort across design, technology, content migration and change and comms. The overall status of the project is Green with no significant risks or issues at this stage. Work-stream Last Week key activities Next week planned activities Status Key Issues/Risks/Considerations Design Technology (Architecture, development and QA) Gap analysis on high level designs complete User testing with UK, SA, Aus being undertaken Global frame asset preparation Architecture training and setting up sitecore instance to start dev on local machines Focus is on architecture across front end and back end Sprint 1 underway Engage Rhythm for follow up work User feedback analysis. Component audit and design. HTML/CSS Framework User feedback analysis. Component audit and design. No capacity this week due to Easy Pace using Sam and engaging Rythm Initial architectural investigation uncovering more work (Sitecore 8.2); being closely monitored Content Commence audit of regional pages that may have to migrated Regional audit to be continued None Change, communication and training MD comms sent and Yammer update Regional champions being identified Finalise regional champions User testing feedback to be communicated None 22

23 OPTIMISE USE YOUR TEAM WISELY On-going defects (10%) Ongoing consumer + agent SEO Migration Project (25%) till Apr 2018 Cocoon (50%) till May 2018 Contiki. com All other enhancements (15%) till May 2018, 50% post May 2018 New product launches Personalisation Search improvements Trip page improvements A/B testing New payment solutions Virtual agents Map improvements more enhancements 23

24 OPTIMISE STEP UP CAPABILITY ASAP Improved process Improved process Business Requirements (regional/ external) Business Priority, eg. conversion Website Area, e.g. trip page Heatmapping A/B Testing Design Build Testing, Monitoring & Feedback User Research 24

25 OPTIMISE REMEMBER THE GOAL AUTOMATION AND PERSONALISATION Current action Future Journey Immediately 3 days 5 days All users who sign up for the newsletter #1 You signed up! #2 Explore Contiki #3 Find your perfect trip 25

26 OPTIMISE SEEK FURTHER OPPORTUNITIES IMMEDIATE OPPORTUNITIES Opportunities to improve acquisition, upsell and cancellation rates A/B testing of content and promotions Integration with MTS, CTQ and Res processes Granular segmentation based on multiple criteria e.g. region, travel preferences, loyalty etc. Personalised s leading to improved conversion Example journey 26

27 THANK YOU 27