Certified Leading Business Digital Transformation Practitioner

Introduction

The evolution from paper-based to electronic processes, and now to digital, is part of the natural change which is happening across all industries. As it was impossible for an organization to continue operating with papers without using computers, the Internet, and electronic forms in the late 20th century, it is now impossible for organizations to survive and succeed without moving into a digital economy in this century.

Digital transformation is the mechanism to move to the next level of evolution, by leveraging the new emerging digital technologies and identifying new digital business models. This creates new values of products/services, prices, customer experiences, and platforms. Every organization must adopt the digital transformation to create the market disruption otherwise it will be disrupted by others and, ultimately, might be put out of business – which is exactly what happened with Nokia, Blackberry, Kodak, and many others.

This course will let attendees understand the true meaning of digital transformation. They will learn and think about the strategy and execution of digital transformation and the necessary elements to succeed. Trainees will be exposed to the Transformation, Holistic, Response, Innovation, Value, Enterprise (THRIVE) approach, and the clear structured roadmap of digital transformation.

Additionally, this course will enable delegates to understand how to create a new digital business model to offer new business values that disrupt the market. Digital transformation is not an option or choice; it is a destiny for all organizations.

Organizations now need digitally-savvy leaders and employees to remain relevant and keep their customers. We need a deep data-driven understanding of our marketplace, meaningful relationships through online communications, and offers that drive retention and loyalty.

The Digital Business Leadership Training Course explores emerging best practices in social media and digital leadership, encouraging delegates to identify the blocks and opportunities for introducing digital transformation into their organization.

Objectives

• Help you earn credibility and respect in your field
• Separate you from the crowd of uncertified experts
• Open more opportunities for advancement
• Increase your earning potential
• Prove your willingness to invest in your own development
• Demonstrate your commitment to your profession
• Improve your transformation skills and knowledge
• Build confidence in your knowledge of the profession
• Help you manage large-scale transformation more successfully
• Position you to guide and advise senior managers and leaders
• Establish you on a high-potential digital economy career path
• Understand the true concept of digital transformation with all related new emerging digital technologies and the impact on organisations in the digital era
• Discover the guiding principles of the THRIVE approach to undertake the digital transformation
• Explore and analyse all new possible digital business models and platforms, with reference to existing examples from a range of industries
• Learn the transformation roadmap and its detailed 10 phases, including strategy planning and execution
• Assessing digital technologies and identifying those that will help the organization address marketplace challenges and customer needs
• Introducing digital technologies into the organization with the support of leadership and so they are accepted by employees
• Using social media and digital to resolve customer problems and build conversations and on-going relationships around brand, products, and service
• Developing deep customer and employee insights through the analysis of digital data
• Managing brand identity and reputation online through marketing and PR campaigns that deliver business benefits
• Engaging employees through social media and building a collaborative and high-performance internal culture
• Effectively measuring digital outcomes and demonstrating the benefits to leadership.

Training Methodology

This training course combines presentations that share both theory and industry best practices with practical sessions in accordance with adult learning and learner-centered learning principles. Overall, 60% of training will be experiential and 40% will be theoretical.

Participants will have lots of opportunities to put into practice the skills they develop and enhance during the course. We make the most of small and whole group exercises, videos, case studies, peer exchange, brainstorming, role plays, and discussions. Participants are encouraged to reflect on and discuss their own professional issues and experiences. We will spend lots of time working one-on-one and in small groups to resolve the challenges participants face. They will leave with new ideas and skills they can implement immediately they step back into their teams. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

This program is primarily designed for Chief Transformation Officers (CTOs), Chief Digital Officers (CDOs), Chief Digital Information Officers (CDIOs), Chief Experience Officers (CXOs), and Chief Information Officers (CIOs) to provide them with the knowledge and tools to implement and manage the transformation across the entire business. Additionally, Executives, Directors, Managers, and senior-level professionals involved in digital transformation and those who are keen to enhance their understanding of the topic will find great value in this course.

Course Outline

Day 1: The Concept of Digital Transformation

• Concept
• Definition
• Value and impacts
• Digital transformation – why, what, and how
• Strategy, technologies, and culture

Digital Change and Digital Transformation, and Impact on Businesses

• Digital change – a new version of a past methodology
• Digital transformation – transforming the business with new business models

Benefits of Social Media and Digital Technologies

• Collaboration across the organisation
• Improved customer satisfaction
• Improved employee engagement and motivation
• Improved brand value and reputation

Day 2: New Values and New Digital Business Models

• Offering value
• Price value
• Digital customer experience value
• Platform and business models value

Customer Service & Customer Data

Starting with Social Media

• Using social media to identify and resolve customer problems
• Continuing conversations and building relationships over time
• Choosing platforms and apps for engaging, influencing and inspiring audiences
• Planning social media customer campaigns

Creating Ongoing Customer Touchpoints

• Developing meaningful conversations around brand, products and service
• Introducing customer-generated content where people can share experiences and support each other
• Using a story hub to build deep loyalty
• Building customer communities

Using Data to Understand Customers

• Behaviours, spending patterns, what doing well, what not doing well as a business
• Analysing social conversations versus analysing transactional data
• Using data for forward planning and decision making

The Guiding Principles of the THRIVE Approach

• Using the Transformation, Holistic, Response, Innovation, Value, and Enterprise (THRIVE) approach to plan and implement digital transformation The Principal Of Transformation: Why And How To Transform
• Digital economy
• Transformation vs. change

The Investment Required

• Training to improve social media engagement skills
• Essential infrastructure & the operating model
• Growing the customer service team
• Talent management and personal development

The Holistic Approach to Digital Transformation and Business Models

• Transformation leadership
• Competitive strategy
• Business models
• Corporate culture

Day 3: Reputation, Branding & Public Relations

Developing and Managing Brand Identity Online

• Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
• Reproducing the brand online: words, images, design, video, audio
• Maintaining brand identity: putting your culture and identity into words, explaining the brand to different audiences
• Policing the brand online: ensuring consistency, finding champions to keep you on-brand

Creating Integrated PR Campaigns

• Social media’s place in a comprehensive marketing plan that includes broadcast, print, direct mail and face2face activities
• Creating a nine-step social media route-map that ensures the social media campaign delivers business benefits
• Messaging that works across multiple channels and drives traffic to your ultimate destination
• Creating content that can be adapted for different media and channels

Day 4: Employee Engagement

Introducing Social Media for Internal Collaboration

• Pros and cons of the most popular social media apps for employee engagement
• Ensuring apps become well used and useful
• Providing training so employees have the knowledge and confidence to use social media apps
• Management tools to ensure employees use social media responsibly

Capitalising on Employees’ Social Influence

• When word of mouth and personal relationships are most effective
• Helping employees to become effective social media ambassadors
• Motivating employees so they continue to be active ambassadors
• Determining the impact of word of mouth.

Using Social Media for Recruitment

• Choosing between the raft of social media recruitment options
• Creating social media recruitment content
• Maximizing recruitment efforts on LinkedIn, Twitter, Facebook, etc
• Improving the application process on the company website

Day 5: Applying the Value Approach of Digital Transformation

• Using products and/or services, price, customer experience, and platforms for the transformation

• Internal values - Operational - Workforce - Marketing - Stakeholder - Value management

Realizing The Benefits Of Digital

Diagnostic Tools

• Customer measures – engagement, feedback, etc
• Financial measures – return on investment
• Business measures – site traffic, query handling, awareness, etc
• Brand and reputation research

Applying the Innovative Approach of Digital Transformation

• Creating innovative business values and business models
• Products and services
• Business model innovation
• Platform • App clouds
• Internet of Everything (IoE)
• Emerging digital technologies
• Customer centricity
• Employee centricity
• Innovation team
• Innovation culture and process