Enabling Digital Business Leadership Henry Minogue CIO UPC Ireland - PowerPoint PPT Presentation

Enterprise Capability: Enabling Digital Business Leadership Henry Minogue – CIO UPC Ireland 9th September 2014 @Henryminogue

Presentation Contents • Who is UPC ? • The Digital Journey • Know your digital customer • Digital Strategy Impact on IT Departments • Some UPC Examples • Size Of the Prize • Digital Governance 2 IVI Autumn Summit 2014

UPC Ireland – Part of Liberty Global Latin America Europe United Kingdom Puerto Rico Germany Poland Ireland Netherlands Czech Republic Slovakia Belgium Switzerland Chile Romania Hungary Austria

Overview UPC Ireland UPC Ireland Key Statistics • 823K Homes passed with HFC Cable SLIGO (51% of Irish homes) • Navan Ballbriggan 524K Customers Swords Mullingar Malahide Kilcock Athlone Cellbridge / Maynooth • DUBLIN Sallins / Clane 1,092K Services Provided GALWAY Naas Newbridge Portlaoise • 415K TV Carlow • Thurles Kilkenny 352K Broadband LIMERICK • 325K Telephony Clonmel WATERFORD CORK In excess of 1 billion euro investment Today 45% of Irish homes can receive 200Mb since 2006 4 Source: UPC Q2 2014 Results

Significant National & Regional Employer Employs 824 people and creates a further 641 additional jobs for Irish contractors Limerick Operations Centre • Customer Service • Sales & Customer Loyalty • Credit Management • Technical Support • Networks/Engineering • IT • Stores & Facilities • Human Resources • Piracy & Fraud Dublin Headquarters • Marketing • B2B • Finance • Network Deployment • Field Operations • Legal & Regulatory • Program Management • Human Resources • IT • Procurement & Facilities • Billing • Corporate Support 5

The Digital Journey – 2001 TV In Ireland A Product Driven Engineering Company Analogue Signal 17 Analogue TV Channels

The Digital Journey – 2014 TV Expectation A Customer focused Entertainment Company

The Digital Journey How are Enterprises using Digital ? 30% 26% 44% New Business Customer Operational Models Experience Improvement • • • Enhance existing products Improve Internal Transition Physical Products to Digital Communication & Services • • • Launch New Products / Enhance Worker Productivity Launch New Models & Businesses • Services Automate Processes • • Improve the Experience Expand reach to new Customers & Markets Source: Sloan Review, MIT 2013

The Digital Journey “The journey is not just about the digitisation of the product set but the digitisation of the complete customer journey lifecycle” End to End • Interest Me - Marketing Customer • Buy It - Sales Journey • Receive It - Dispatch Customer Equipment Digital Strategy • Connect It - Provisioning Required to • Help - eCare (Chat, Apps, Online) move these • Invoice Me - eBilling activities from • Disconnect Me - Physical to Voluntary / Involuntary Disconnections Digital interactions.

The Digital Journey  Use Digital to simplify and improve the performance of customer processes, this will save time & effort for customers, improve their experience and take cost out of the business.  Migrate existing transactions from high-cost physical to low-cost digital channels, making it easier for customers to engage through intuitive, real time tools and channels such as electronic billing / payments, personalised online sales & Chat.  Enable new interactions on digital channels, giving customers greater control an better products / services such as ralt time usage tracking.

The Digital Journey • Establish Leadership, set goals • Digital Steering Board / No silos. • Determine Ownership • Assess your organisations Digital readiness • Digital Culture / Digital Customer Advocate • Start from the point of User Experience. Do you truly understand your customers both digitally and offline? • Measure the right things. • Innovate and Allow for Failure • Its new / Its evolving / Digital users habits are continually changing. • You wont always get it right • Fail but Fail Fast.

The Digital Journey One Step at a time ! Digital Experience Grow & Personalise Strengthening the Digital Foundations Delivering the Digital Building the Digital Foundations 2. Develop & deliver 3. Enhance digital 4. Create frictionless 5. Digital customer 1. Build digital digital tools to support effectiveness digital experience & journey foundations overall digital personalisation effectiveness. • • • • Productising on line Shift from Big data Enhance Centralise online • & establishing the to smart insight personalization operations. Multi-channel sales & platform to drive across service • • registration and Targeting/eLIfecycl lifecycle/targeting Create centralised usage e • Digital lifecycle communications • Advance eCare platform for online • • • Deliver a new set of Multi-device/multi- experience activity & planning. Integration of content leading edge tools touchpoint and entertainment • • to power our next From acquisition to Build an online • wave of growth Digital governance value management centre of & KPI alignment excellence. • • CQ5 cross channel Content • Personalise development & d Sales generation • My UPC • eCRM integration 12

Know your Digital Customer Thoroughly understand your Document the differences ultimate customer Journey between the current physical journey and that of Digital customers Understand what is required to overcome the obstacles to engage the digital customer

Know your Digital Customer “The measurements that got companies to their success in the physical world will not get them to where they need to be in the digital world” “As companies move closer to a fully digitally enablement environment with all of its associated efficiencies - we need to be careful not to lose the emotional connection we have with our customers” - We will see them less. - We will talk to them less.

Know your Digital Customer • Is your Digital end to end Journey Mapped ? • Do you treat all your digital customers the same ? • Just because companies go “all in” with Digital does not mean your customer are prepared to do so also. • There are several levels of digital competence that need to be considered and the journey experience should be segmented.

Know your Digital Customer AMY Amy’s prefer email and if you’re not in their address book they won’t answer your calls. • Pre-family • 27, Living with Amy’s are digital savvy and prefer Brian, no children Self install, Chat Care, Online • Renting house / modern Sales and prefer not to have to talk to an agent. Apartment • Account manager at Facebook with below average income and Amy’s has high digital expectations and expects lives beyond her means companies to deliver on this. • Mainly public transportation • iPhone 5, Macbook Air, Samsung flatscreen TV, iPad, Xbox, PS5

Know your Digital Customer DAVE Dave prefers to talk to people  Older/Adult Family  48, Married, Dave is busy and while keen to 2 teenage kids embrace digital process he can get annoyed (13 & 16)  Semi detached, 3 bed house in Raheen suburb of Limerick Dave is time and money sensitive. He over-estimates his  Self employed electrician digital capability and can get lost with average salary in the process.  HTC Android smartphone, old Dell laptop, LG 40” flat screen tv, second hand game console

Know your Digital Customer JIMMY Jimmy prefers face to face communication  Elderly  64, Married, empty nest Jimmy is not interested in embracing digital processes  3 bed detached house in D7 I have no clue what  Retired engineer with Jimmy rarely to do with it good pension get to grips with anything digital except  Second hand Just show me RTE the very basic functions but when he  Budget Windows PC, does, he’s very happy. Budget 32” flat screen TV, budget smartphone and DECT phone Jimmy goes to Friends and family for first line of care

Digital Strategy Impact on IT Departments “Never has IT been closer to the end - customer than in the digital age” • IT delivers more and more customer facing business solutions. • Do you have the right skills to facilitate this ? • IT focussed with analytics, programming, social media, and digital marketing skills in high demand. UX Experts, Journey Mappers. • It’s a different mind -set. Your IT employees need to be capable of walking in the footsteps of your customer. • Traditional Development / Delivery models becoming less relevant (Agile is becoming the norm) • Some IT departments provide the Infrastructure, Security, Project Management but the Development / Roadmap is owned by a core digital team embedded elsewhere in the organisation. • IT resources need to be more commercially focused and be prepared to embrace the art of the possible

Digital Strategy Impact on IT Departments Digital Skills Requirement The Second UPC Report on Ireland’s Digital Future - amárach research 2014

UPC Digital Examples Single-Sign-On - My UPC App - Horizon Go TV - Horizon Wi-Free To deliver an - Horizon Phone Extraordinary Customer Experience through our Differentiated Digital Hub.