As members of the Ingenuity network will know, one of our key aims is to make University Of Nottingham expertise accessible to the local business community. Our latest breakfast event featured speaker James Tomkinson, Deputy Director of Digital Marketing at the University, who was joined by Stuart Ross, MD of Hallam.
Stuart started the morning by sharing that 77% of digital change initiatives fail. To make a change successful you need to recognise that employees have a fear of being replaced; if they feel threatened, they will resist change. For change to be implemented properly, you will need to follow a change process; ending of the ‘old’, transitioning through ‘neutral’ and into ‘new beginnings’.
Implementing digital changes requires a new mindset; one that is open to change and learning new things. Learning has to be truly embedded in your business (e.g. through tools like personal development plans) and become part of the business culture.
Stuart highlighted a few key points for consideration:
- Think about what you are going to STOP doing in order to effect change
- Results won’t immediately be apparent – it’s a long-term process
- Don’t forget that people learn in different ways
Next up, James took to the floor to provide an insight into how the University are keeping up in the digital space. He started by explaining that transforming the customer experience is key, not the technology.
He touched on the opportunity to harness large data sets to learn about your customer and reinvent what is possible in terms of customer experience. He showed some examples of successful digital campaigns from Coke Zero and Saint Louis University drawing on interactive technology and AI.
James explained that breaking down the silos between areas of your business and developing teams of colleagues with both breadth of knowledge and depth of expertise is key to successful project delivery.
James left the audience with four key points to take away:
- Focus on the audience not the technology
- Break down the transformation into manageable chunks
- Utilise cross functional “T-Shaped” skills – both breadth and depth of knowledge
- Drive efficiency and innovation internally as well as focusing on the revenue goals
Delegates praised the session for providing “insightful suggestions for change” and “great content on a very on-trend topic”.
Our next breakfast event will take place on the 24th September with Dr Robert Cluley from Nottingham University Business School, Dr William Green from The University of Leicester’s School of Business and Dr John Collins from CMBD. Don’t miss out, sign up here!