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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
PADMINI PANDYAPRINCIPAL DIGITAL STRATEGIST, APAC | DIGITAL STRATEGY GROUP | ADOBE
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
INCREDIBLE EXPERIENCES DON’T CREATE THEMSELVES
2
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
YOUREMPLOYEES
ARE YOURFIRST
CUSTOMERS
3
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL TRANSFORMATION
4
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ORGANIZATIONAL TRANSFORMATION
5
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EMPLOYEES WANT
AUTONOMY AND
CREATIVITY
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BASIC MATRIX ORGS ARE NOT ACCURATE
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Skeleton = Org Design
Veins & Arteries = Data
Heart = Culture
Brain = Leadership
Muscles = Infrastructure
ORGANIZATIONS ARE LIVING
ORGANISMS
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MOVING TO THE NEW ORGANIZATIONAL MODEL
10
ORG STRUCTURE
TEAMS & PROJECTS
JOBS AND ROLES
MANAGERS
CAREERS
FLEXIBILITY & SPACE
REWARDS
CULTURE
HIERARCHICAL BUSINESS FUNCTIONS PROJECTS, SQUADS, TRIBES, SHARED SERVICES
TEAMS FORMED SLOWLY TEAMS RAPIDLY ASSEMBLED & STOPPED
JOB DESCRIPTIONS, LEVELS, TITLES ASSIGNMENTS, TASKS, EXPERT ROLES
MANAGERS “OWN” TEAMS & CAREERS MANAGE PROJECTS & “SPONSOR” PEOPLE
MANAGERS “OWN” TEAMS & CAREERS
ASSIGNED JOBS BY MANAGEMENT
REWARDED ON TENURE & EXPERIENCE
INCLUSION, SUSTAINABILITY, DIVERSITY
OPEN JOBS IN TRANSPARENT MARKETPLACE
PEOPLE SOUGHT ON SKILLS, MULT. PROJECTS
OUTCOMES, REPUTATION, SPONSORSHIP
CITIZENSHIP, COLLECTIVE THINKING, SHARED VALUES
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ORG DESIGN VARIES BASED ON DIGITAL MATURITY
11
Develop digital capabilities across the company
Center of excellence (COE) Organic digital Centralized COE Governance COE
Create a seamless customer experience across channels and BUs
Cross-journey team Siloed journey ownershipCross-journey
intelligenceCross-journey
execution
Improve speed to market and reaction time to changing customer demands
Agile marketing team Siloed development Pilot agile digital marketing teamScaled agile digital
marketing organization
Structural elementsGoal Subtypes
Mat
urity
Low
Hig
h
High Medium LowFrequency:
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
COE
Centralized COEOrganic digital Governance COE
BU (e.g. cards)
COE
BU marketing
BU (e.g. checking,)
BU digitalBU marketing BU digital
C-Level Exec
BU (e.g. cards)
BU marketing
BU (e.g. checking,)
BU marketing
C-Level Exec
BU (e.g. cards)
BU digital marketing
BU (e.g. checking,)
BU digital marketing
C-Level Exec
CENTERS OF EXCELLENCE HELP DEVELOP DIGITAL CAPABILITIES
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-journey intelligenceSiloed CX ownership Cross-journey execution
BU marketing
Customer journey
BU (e.g. checking,)
BU (e.g. cards,)
BU (e.g. loans,)
BU marketing
BU marketing
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Cross-journey intelligence
Dat
a
Insights
Customer journey
Cross-journey intelligence
Dat
a
Insights
Journey Manager
Journey Manager
Journey Manager
Customer journey
BU marketing
BU (e.g. checking,)
BU (e.g. cards,)
BU (e.g. loans,)
BU marketing
BU marketing
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
BU marketing
BU (e.g. checking,)
BU (e.g. cards,)
BU (e.g. loans,)
BU marketing
BU marketing
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
Chan
nel
CROSS JOURNEY TEAMS HELP DELIVER SEAMLESS JOURNEYS ACROSS CHANNELS
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pilot agile digital marketing teamSiloed digital marketing and development Scaled agile digital marketing organization
ITBU (e.g.
checking, cards)
Ent. Digital
BU digital
Development requests
Development requests
BU marketing
Development requests
Agile team
IT COE Tribe Ent. Digital
Agile team Agile teamAgile team
Development requests
ITBU (e.g.
checking, cards)
Ent. Digital
BU digital
Development requests
BU marketing
AGILE MARKETING TEAMS BEGIN AS A PILOT AND THEN SCALE ACROSS THE ORGANIZATION
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Elevation Clarity Pride Connection
UNLEASH YOUR EMPLOYEES POTENTIALAND CREATE AMAZING CUSTOMER EXPERIENCES
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
"Put the oxygen mask on yourself first , and then place it on your child.
If you are traveling with more than one child, start with the one with the greatest earning
potential."
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
“When you give people the freedom to go and try a few things with a rubric that says, “As long as it helps the customer, it is worth doing ,” it opens people’s minds and it opens up a lot of possibilities.”
“…priority was around culture. Today, we are up against businesses that work out of a garage, take risks, operate in a nimble way, and have a different kind of energy and drive. Large incumbent companies that can’t create a similar kind of culture just won’t be able to compete. One of our rallying cries has been “how do you create a 22,000-person start-up?”
“The renewed confidence and self-belief among employees was astounding. This made them realise that they could do things differently and have a real impact . It made us realise that if you want to change the company, you have to give people opportunities to experiment and that by making this mandatory you can start to shift the culture.”
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
GOOD EMPLOYEE EXPEREINCES ARE GREAT FORBUSINESSES TOP & BOTTOM LINE
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
EMPLOYEE EXPERIENCE = CUSTOMER EXPERIENCE
“I TRULY BELIEVE THAT IF YOU TAKE CARE OF YOUR EMPLOYEES, THEY WILL TAKE CARE OF YOUR BUSINESS”
-RICHARD BRANSON
PADMINI PANDYAINCREDIBLE EXPERIENCES �DON’T CREATE THEMSELVESYOUR�EMPLOYEES�ARE �YOUR�FIRST�CUSTOMERSDIGITAL TRANSFORMATION ORGANIZATIONAL TRANSFORMATION Slide Number 6Slide Number 7Slide Number 8Slide Number 9MOVING TO THE NEW ORGANIZATIONAL MODELORG DESIGN VARIES BASED ON DIGITAL MATURITYSlide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22