IWMW16, Precedent plenary talk from Rob van Tol: 'Managing Change - Leading horses to water'

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Information about IWMW16, Precedent plenary talk from Rob van Tol: 'Managing Change -...

Published on June 27, 2016

Author: Precedent

Source: slideshare.net

1. MANAGING CHANGE: Leading horses to water IWMW2016 Robert van Tol with Rachel Rennie and Remeny Armitage

2. What I said I would cover Managing change within HEIs starts with a change in mind-set. Using a variety of 10 client case studies, we will demonstrate:  how we have used digital  to help them successfully manage change  and the results this has delivered. “

3. Digital Transformation is big & wide

4. But it is not logical

5. It has many choices Is an opportunity for: students new ways of learning services new pedagogy & research staff new skills & working practices processes de-siloed, customer-centric facilities & campus new investment directions

6. It’s spread across adoption cycle Innovators cutting-edge change Early Adopters innovating to get an advantage Early Majority moving with the mainstream Late Majority competition carrying you forward Laggards rejecting transformation

7. Many responses Long-term Partnership Sussex Strategy- led SHU 360 Research- led Aberdeen CX-led Monash Proof of Concept- led UWASurface-led Greenwich Resource- led Gloucester -shire Problem solving-led EBS User research- led Sunderland Crisis-led … More Strategic Solutions More Tactical Solutions

8. Long-term Partnership-led Working within the setup University of Sussex Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

9. Manage change + Results Change  Senior stakeholder buy-in and engagement  Reputation management as the way to bring together student recruitment and research Results  Interim fix for website and rebrand both well received  New strategy about to be delivered

10. Strategy-led Having a plan, sticking to a plan Sheffield Hallam University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

11. Manage change + Results Change  Long-term strategy, collaboration and engagement  Expanded digital marketing capabilities focusing on selling Results  Phase 1 launched April 16, continuous upgrades following  Phase 2 CRM integration

12. Inside & Outside Research-led Everything has become digital University of Aberdeen Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

13. Manage change Change  Outside-in perspective: customer needs  Inside-out perspective: processes, skills, organisation, systems Results  Senior management person appointed as Director of Transformation  Order of magnitude of the task

14. Customer Experience-led Modelling the Customer Journey Monash University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

15. Manage change + Results Change  Digital Campus concept embraced  Service Design joined-up, end-to-end, mixed-channel journeys Results  Joining up internal work (KPMG) with customer-centric work  International student uptake hugely grew and demonstrated the value of an experience design perspective

16. Proof of Concept-led Proving by doing transformation University of Western Australia Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

17. Manage change + Results Change  Big technology combined tactically (CMS + CRM)  Using spot solutions achieve real benefits Results  300% increased in registrations (from 1,200 to 4,600)  Demonstration of personalisation to build relationships

18. Surface-led VC mandated Get Things Done transformation University of Greenwich Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

19. Manage change + Results Change  VC dictate demanding “live” by December 15 (achieved)  UX focused component-based designs (and content) Results  Greater consistency across the internet and intranet, seeking to remove duplications and unused archives  Still rolling out with rapid developments

20. Resource-led Radical simplification University of Gloucestershire Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

21. Manage change + Results Change  Content governance tightly controlled  Content given selling focus to speak to customers Results  Increase in student applications  HEIST award nominated (always nice to be praised)

22. Problem solving-led Bringing choice under control Edinburgh Business School Herriot-Watt University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

23. Manage change + Results Change  Proposition simplified to simple choices  Internationalisation to give customised national experiences Results  Fewer “idiot” questions and better “interesting” questions  50% increase in student enquires  600% increase in mobile visits (now 70% of all traffic, from 25%)  50% increase in unique visitors (after years of slow decline)  30% decrease in conversion time  DADI award nominated (always nice to be praised)

24. User Research-led Making the Business Case University of Sunderland Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

25. Manage change + Results Change  10 key findings to align University to how students see it  Internal comms effort to disseminate findings and emphasise that it needs to be a “joined-up” university Results  New website development commissioned

26. Crisis-led Fixing lots of little(ish) things University of XXX Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research

27. Manage change + Results Change  Tactical projects to impact recruitment, ranking and reputations: Brand | IA | Courses | Video | Microsites | CMS | Content Governance | International | Social Media | Virtual Open Day | Internal Comms | Mobile App | Content Strategy Results  ROI focused, small and easily commissioned projects

28. Many responses Long-term Partnership Sussex Strategy- led SHU 360 Research- led Aberdeen CX-led Monash Proof of Concept- led UWASurface-led Greenwich Resource- led Gloucester -shire Problem solving-led EBS User research- led Sunderland Crisis-led … More Strategic Solutions More Tactical Solutions

29. Pick your start point Small change Medium change Large change Surface- led Problem solving- led Crisis-led CX-led Proof of Concept- led User research- led Long-term Partnership Strategy- led 360 Research- led

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