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Digital Transformation Playbook Four Elements To A Successful Strategy - Microsoft
Digital Transformation Playbook Four Elements To A Successful Strategy - Microsoft
Table of contents
01 02 03
Introduction An innovative Inspire Design Empower Achieve Get started
Part 1: Envision your Build a compelling Share your Execute on
approach to digital
future business case for change vision your vision
transformation
Part 2: Define business
and operating models
Introduction
Organizations of all sizes and types are facing a higher velocity
of change in their business, market, and industry. The pressure to
deliver results is mounting exponentially. As a leader, you know you
must stay ahead of, or overtake, the competition.
85%
of business leaders say they
must offer digital services or
become irrelevant ²
Digital Transformation Playbook: Four Elements 5
to a Successful Strategy
to digital transformation The Inspire phase helps you envision the future state of your
business and define a strategy for achieving it.
Achieve
The Achieve phase helps you move your organization from
vision to action.
Digital Transformation Playbook: Four Elements 6
to a Successful Strategy
Part 1:
Activities:
Envisioning workshop
Outcomes:
Inspire
Design 1 2 3
Achieve
Digital Transformation Playbook: Four Elements 8
to a Successful Strategy
Inspire
Core capability mapping exercise
Start your Envisioning workshop with a core capability mapping exercise. Note that the
worksheets in this playbook can be filled out onscreen; or, you can print out the playbook
to fill in the worksheets by hand.
Design
01 List 5-7 key business units in your organization.
For example, your business units might include: 02 For each unit, identify existing capabilities. Then brainstorm
potential capabilities. Look for new ways to serve customers that
draw from your organization’s unique strengths.
Example:
Customer service Product development
Difficulty:
Empower
Human resources Sourcing
Relevance:
Order fulfillment T H M
Difficulty:
Difficulty:
Inspire
Achieve
References: T Transformative H High M Moderate Level of difficulty: Low Medium High Complete each box
Inspire
Complete here
Now that you have a full picture of your organization’s
Design capabilities, prioritize them and create a short list. For each
capability on your short list:
Align on the final 2-3 capabilities as a team. This will help you
Empower
develop a tightly focused program with a clear understanding
of how your digital transformation program will benefit the
organization and its customers.
Achieve
Digital Transformation Playbook: Four Elements 12
to a Successful Strategy
Inspire
Define business and operating models by customer expectations, businesses have shifted from prioritizing
transactional relationships to valuing ongoing quality engagement. For
Design
example, look at your own consumption of entertainment. We used to rent
In the second half of your Envisioning workshop, align on business and or even buy videos one at a time; now, we subscribe to a streaming service
operating models. A business model defines what value will be created. that we can cancel at any time. This shift means that relationships are fluid
An operating model reflects how the value will be created and delivered. and organizations must ensure customers are satisfied and making the best
use of the products and services they consume.
Achieve
Digital Transformation Playbook: Four Elements 13
to a Successful Strategy
Inspire
What type of business model do you have now? Do you know how to best meet your customers’ needs?
Given what you’ve envisioned for your business so far, is this Can you anticipate what value they’ll want next?
the best model for the future?
Empower
Achieve
Example | Online retailer: customer ordering
14
Step Adding item to Website to function quickly; item Did it get added to my cart? Am I getting the best price? Online interface
1
shopping cart appears in cart; updated # of cart items; How long will it take to get to me? How easy is it to return?
correct prices reflected Do I have to pay shipping for returns?
Step Checking out A clear list of items ordered; correct Are all of my items here? Should I buy all of these? Are Shopping cart
2
price on each; ability to remove an item there any coupons I could apply? How long will it take for page of website
Design or change # of items ordered; ability to these to arrive?
continue shopping
Step Choosing Fair price for shipping or no shipping fee; Should I choose the faster, more expensive option? When Shipping interface
3
shipping option coupon to waive shipping fee; fast arrival; do I need these? Can I get this faster or cheaper from online
clear options on shipping times and fees another retailer? Is it worth it? Should I buy it at the store?
Do I really want to pay $7.95 in shipping for a $17.95 item?
Empower
Step Choosing Clear payment options; credit card or Is this secure? Where is my credit card? Can I use Payment interface,
4
payment option PayPal; secure payment transaction PayPal? Should I create an account so they remember which may go
my payment info? “offsite” for PayPal
transaction
Step Finishing Confirmation page and confirmation Did it go through? Will they keep me posted on Website interface;
5
transaction email; a summary of the transaction the delivery? email
Achieve
Customer journey mapping exercise
15
Step 1
1 Select a customer
experience or typical
interaction that your
customers have with your
Step organization.
Design
2 2
Break down the interaction
Step
3
into 4 to 6 steps.
3
For each step, examine
Empower
Step what the customer is
4
doing, expecting, thinking/
having questions about,
and interacting with.
Step
Achieve
5
Complete the table
Digital Transformation Playbook: Four Elements 16
to a Successful Strategy
Inspire
After you’ve completed the exercise, discuss insights with the team
on how you can optimize your business model.
Achieve
Digital Transformation Playbook: Four Elements 17
to a Successful Strategy
Inspire
Participatory roles
Design First, create a mind map of all the players in your ecosystem.
1 2 3 4
What are the major How do these groups What are the major Which interactions generate
groups of stakeholders? relate to one another? transactions between groups? the greatest value?
Empower
Achieve
Inspire
Governance framework
1 2 3 4
Design Who makes the What are the criteria What decision-making What is your organization’s
decisions? for level of investment power do various risk threshold?
the business is willing to stakeholder groups have?
make in a potential new
product or service?
Empower
Achieve
Inspire
Inspire outcomes
At the conclusion of your workshop, you and your team will have
Design determined which opportunities could bring the biggest benefit
to your business. You will also come away with:
Achieve
Digital Transformation Playbook: Four Elements 20
to a Successful Strategy
Activities: Outcomes:
Projected ROI
Technical assessment
Inspire
To conduct a business value assessment, gather baseline data. Use this knowledge to prepare for questions about business
Your organization may already have some of this data, for example: outcomes and to set realistic expectations. Collect any additional
Design data you need but don’t have, such as employee skill levels or
supervisor satisfaction.
Accounting: company financial performance such as profit, revenue,
YoY growth
Achieve
Digital Transformation Playbook: Four Elements 22
to a Successful Strategy
Inspire
Technical assessment
Design
1 2
Conduct a fit-gap analysis. A fit-gap analysis compares business Develop a rough order of magnitude, which will help you estimate
requirements to your technology systems’ capabilities and identifies how much time, effort, and resources it will take to complete your
the gaps you need to fill to fully support the organization from a digital transformation project.
tech perspective.
Empower
3 4
Create a change management strategy. You’ll need to conduct change Develop a project timeline, including the scope of your project,
management to help staff adjust to organizational changes that result milestones, and key dependencies.
from digital transformation. A good change management strategy can
help you to mobilize commitment and motivate people to support the
Achieve changes happening in your organization.
23
Options-Based Opportunity Worksheet
Inspire
Option A Title Option B Title Option C Title
Example: Most Aggressive Option will directly and Example: “Middle of the Road” Option Most Conservative Option
decisively combat competitive pressures where first mover
advantage is vital.
Design Cost: $$$$ Resources: Cost: $$$$ Resources: Cost: $$$$ Resources:
Option A Timeline and Expected Delivery Option B Timeline and Expected Delivery Option C Timeline and Expected Delivery
Option A Business Case Justification Option B Business Case Justification Option C Business Case Justification
Empower
Option A implications for not choosing this option Option B implications for not choosing this option Option C implications for not choosing this option
Achieve
Inspire
Design outcomes
Design
Empower
Achieve
Digital Transformation Playbook: Four Elements 25
to a Successful Strategy
Activities: Outcomes:
Inspire
Solution prototyping
1 2 3
Design
Map out stakeholders who will Identify their concerns Use the information to inform the
experience the prototype format of the prototype
Empower 4 5 6
Build the prototype and reserve time to Include data gathered in the Gather and incorporate feedback
socialize it with target audiences assessment process to frame a data- throughout the process
driven story of digital transformation
for your organization
Achieve
Digital Transformation Playbook: Four Elements 27
to a Successful Strategy
Inspire
Empower outcomes
Design
Solution prototype
Empower
Achieve
Digital Transformation Playbook: Four Elements 28
to a Successful Strategy
The Achieve phase moves your team from vision to action through a business
transformation plan.
Activities: Outcomes:
Inspire
Transformation plan
Empower
Inspire
Achieve outcomes
Design
Empower
Achieve
Digital Transformation Playbook: Four Elements 31
to a Successful Strategy
Get started
Remember that the first and most important step is to get started.
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