How are you coping?

Need a quick fix? A band-aide solution? Shh I won’t tell anyone..

Did you know that the amount of structured and unstructured, internal and external data coursing through the veins of your organization is voluminous and increasing exponentially?

Your data today comes from disparate digital sources that include customer interactions across channels such as call enters, telematics devices, social media, agent conversations, smart phones, emails, faxes, police reports, day-to-day business activities, and others. Gartner’s 2011 Top 10 list of IT Infrastructure and Operations Trends predict an 800% growth in data over the next five years. Most Organizations only process about 10-15% of the available data; almost all of it in structured form. While managing this overwhelming data flow can be challenging, insurers can reap very real benefits like increased productivity, improved competitive advantage and enhanced customer experience by capturing, storing, aggregating, and eventually analysing the data.

 Big value does not simply come from managing big data, but rather, from harnessing the actionable insights. Most Organizations can glean objective-driven business value every day simply by applying science to their data and deriving insights that will maintain a competitive advantage and stay ahead of the curve in this information age.

 Based on the evolution of digital and how it impacts every facet of an organization, we needed to develop a comprehensive digital strategy for our digital practice. Our holistic practice framework guides companies through the digital universe enabling our maximising digital opportunities in a co-ordinated, integrated approach. Organizations cannot relate to customers in digital channels through traditional corporate silos; it is impossible. Digital channels are too transparent and customers will not tolerate uncoordinated, uniformed touches from our various internal departments; even when they get superior results.

 Firstly, our digital strategy must align our organizations larger business objectives; and to be truly comprehensive, the strategy must reinforce our enterprise’s short-and long-term goals, as well as the mission of each business unit; and

Secondly, holistic digital strategy breaks down information and organizational silos to ensure all functions including legal, human resources, and finance incorporate the digital strategy as part of their responsibility; and an instrumental means to achieving department and enterprise-wide objectives.

 A Framework to Leverage and Harmonize Digital Efforts Across the Enterprise





Web presence

Personalization context

Customer behaviour

Social influencers

Social leads

Individualization insight

Sentiment trends

Market research

Loyalty/advocacy drivers

Customer issues

Service request trends

Sentiment trends

Service channel trends

Customers preferences

Cross- up – sell opportunity

Attrition insight

Propensity to buy

Social leads

Customer advocates

Customer needs analysis

Crowd-sourced ideas

Product/service feedback

Competitive intelligence





Social business



Augmented reality

Campaign microsites




Branded forums

Automated agents

Contact forms

Support community

Online shopping




Contact forms


Product communities

Idea exchange


Social SEO [SMO]

Facebook page

Twitter handle

Polls, rating and reviews

YouTube Channel

Social listening

Customer community

Facebook page

Twitter handle

Monitor forums

Peer-to-peer support

Video help content

Social listening

Social customer lifecycle

Social prospecting

Social lead qualification

Social commerce

Social listening

Social networking

Rating and reviews

Idea communities/

Crowd sourcing

Social listening

Ideation tools

Social customer councils

Web 2.0 enabled teams

Mobile location

Mobile search

Mobile advertising

Sms campaigns

Mobile website

Mobile promotions

Augmented reality


Mobile surveys

Payment alerts

Call center interactions

Mobile self-service Apps

SMS messaging

Location-specific recommendations

Mobile search

Mobile shopping / QR codes

Mobile commerce

Mobile payments

Ratings and reviews

Idea generation App

Mobile ideation websites

Point of sale ideation


Marketing and Communications

Customer Service


Research & Development


To deal with the digital transformation, an enterprise must create a comprehensive digital strategy. The digital strategy cannot begin and end in marketing, because the digital enterprise is much more than go-to-market.

All business units must understand how to apply digital capabilities: HR, sales, legal, finance and how to recognize and assess how digital affects their operations. The effectiveness of digital strategy should be evaluated based upon how it impacts all business units.

An effective digital strategy meshes with company culture, building employee affiliation with the enterprise and rewarding and recognizing employee achievements and expertise.

 Ms Kylie Prince is a Corporate Psychologist who specialises in Brand Leadership, Digital, and Impression Management. Kylie can be contacted leadership.psychologist@gmail.com and +61 4 3248 5427.