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HOW CAN I IMPROVE THE “EXPERIENCE” OF MY MEMBERS THROUGH DIGITAL TRANSFORMATION
Ralph JohnsonManaging Directorwww.felinesoft.com
Agenda
• Challenge• Situation• Solution• Making the Change
Challenge
Challenge
How do I get my job done?
Working in constantly
My is never correct
I only see the member from my department’s perspective
5
Challenge
The Boss
Events Finance Membership Publications Education
Challenge
6
Events Finance Membership Publications Education
Please come to this event
Ok or no this event is not
suited for me
Please provide me all your
details
Please pay for your renewal
Ok how much
£XX, repeat next week
This is of value to you
Ok I’ll sign up
Thanks please speak to these other people
Content
Content
Content
This will help you
It is not relevant to me or thanks and what next
What stage are you at again
Situation
7
8
The Experience
Situation
Discover Research Onboarding Engagement Advance
Feeling
Thinking
Doing
Stages
· What thought leadership is there?· How do can continually progress my
career?· What areas shall a I focus my career
on? · Where do I find advice for my
specialism?
· What does a career look like?· Where can I get support?· What accreditation do I need?
ClearUnclear
I need help with this I need to be at the forefront
of thinking
What are people talking about? Is this the right career
for me?
This terminology is confusing
I understand how I progress
· What do I need to sign-up?· What do I need to be approved?· How much does it cost?· What value do I get?
· What is the latest industry thinking?
· What help can I get with this technical issue?
· How can I continue to learn?
· How can I progress to the next level?
· I need to be seen as an industry leader
This I to do XYZ I need to pass my degree
This looks complex
I learnt a lot at that eventThat person really knew
their stuff
Where do I get the valueWhy do I have to keep telling them who I am
To get my next Job I must be accredited / chartered
Do I really need certification
Should I change career?
Sign Up Register
Give back
· I have more time now· I think we could change XYZ· I would like to speak at an event
Engage Educate
Renew
Articles
WebsiteRegister Apply for
Membership
White Papers
Advice
Events
Fellow / Chartership / AccreditationCoursesAdvice
Events
White Papers
Events
Leadership
I want to push the boundaries of industry
thinking
What next? Looking forward to retirement
9
Challenge
If I had asked people what they wanted,
they would have said faster horses.
attributed to but not really Henry Ford
10
Challenge
Capex Opex
£ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £
11
Situation
experience
time
baseline
Start install of large off the shelf software
Complete install of large off the shelf software
Life time of software (2 to 4 years)
And repeat
Solution
12
Solution
Continuousexperience improvement
digital transformationcontinuous
through
14
Solution
experience
time
baseline
Big project / off the shelf
Developer Operations
15
You can have your cake and eat it!
Frameworks NOT
Packages
What about best practice and industry convention?
Solution
Making the Change
16
1. Agree a regular spend2. Assign a product owner that owns the member experience
organisation wide3. Create regular feed back loops to monitor the effects of changes
Continuously rollout improvements to your member facing touch points and member services
What do you need to do in order to enable continues experience improvement
Making the Change
18
Continuous Improvement Developer Operations Model
Making the Change
These determine KPls, reports and other metrics, per user, in
order to monitor that the process is working as agreed
Mapping processes to determine the starting point and the "Actual State"
Regular delivery of developments for the end user
to operate and request for changes. It is
IDEAL that the end user is part of the process of development
and testing
we choose technologies and review options with the client. The client is part of the project from the very beginning and feedback is VITAL
Optimize a process with a right combination of technologies
19
Making the Change
Define a visionThe agile alliance defines the vision as:
• For (target customer)• Who (statement of the need or opportunity)• The (product name) is a (product category)• That (key benefit, compelling reason to buy)• Unlike (primary competitive alternative)• Our product (statement of primary differentiation)
“
”
20
Making the Change
Understand the influencing factors
Product Owner
Vision and Leadership
Strategy
Model
Product / website
User feedback
Life cycle
Financials
Usage Analytics
What budget do you have to achieve your goals? Is it Capx or Opex
What direction are you heading in, how does effect the product?
Define a clear vision for the product with your stakeholders
What is the life cycle of the organisation and product? Do you operate in cycles?
What does the user want from the product / web site. How do you get this feedback?
What do users do with the product / site? Can you measure targets and activity?
Do you have a deep understanding of your product / website including integration points and technology
What is your business model and does you product / website align with it?
Define you organisation’s strategy
Product vision
Is your membership renewal cyclic? Why?
Create simple easy ways for members to feedback - user voice, micro surveys
Tracking of member engagement and NPS should be considered. Plus other
KPI’s to create a feedback loop
Setup a Dev Ops team
Define the value prop for members
Agree your regular spend
21
Making the Change
Assign your organisation a Product Owner to manage the experience
Product Owner: owner and manages the roadmap
Stakeholders: contribute Development Team: contribute
Market
Competitor
Regulation
External Factor : Influence
22
Making the Change
Setup the stakeholder groups to feedback into the Product Owner
Product Owner
Events
Finance
Membership Publications
Education
Members / Community
23
Making the Change
Regularly meet to agree the Roadmap
Time 2017 – Q1 2017 – Q2 2017 – Q3 2017 – Q4
Feature 1
Goal
Metric
Goal 1 and 2 Goal 3 Goal 4 Goal 5
Metric 1 and 2 Metric 3 Metric 4 Metric 5
Feature 2
Feature 3
Feature 1 Feature 4
Feature 5
Feature 2 Feature 3
Feature 5
Feature 5 Feature 6
Feature 7
24
The massive plug
Developer operational is available form FelineSoft along with our membership framework
Thank You