Writing about Smart Ticketing

In my recent LinkedIn article “The 6 things they should tellabout smart ticketing and don’t” I cover some essential information that I would have found useful before entering into the world of ITSO Smart ticketing.

In this article I mention how: the industry if full of acronyms, Smart ticketing doesn’t necessarily mean smart customers (straight away), the benefits of combining smart ticketing with a decent online proposition, how you shouldn't stop improving the holistic user experience, testing and smart ticketing technical architecture.

This post has turned out to be my most successful article so far, with a large number of views and a few comments too. It has clearly proved to be interesting and engaging. Which is exactly why I wrote it.

The first 90 days of the Chief Digital Officer

The first ninety days in any job are important. But in such a new and exciting industry as online & digital, the first 3 months in the role of Chief Digital Officer are key.

Here are my thoughts on what should be the main areas to focus of the CDO during this period:

1. Understand the overall business strategy
   Any digital strategy created must be completely aligned to what the business is planning (Commercial aims,  new products, marketing, etc.)
2. Learn the culture
   Every organisation has a "way of doing things" and seeing itself. This doesn't have to perpetuate, but it is good to know what sort of people your peers and team around you do and think. Most important is the appetite for change... which can either be a critical success factor or a big nail in the coffin of a lot of the most forward-thinking digital plans.
3. Set a benchmark
   Recognize which of your competitors (if any) are doing innovative things, or just doing the same stuff but better! 
4. Identify your stakeholders and make friends
   From marketing and customer insight through to IT and Operations... if you are going to be an agent for inevitable change, you will need to build allies first.
5. Research your customers
   It's no good setting yourself up to digitize everything if that's not the correct way forward. And it's no good rolling out smartphone apps if all your potential business is using tablets. You don't have to know everything about every one of them, but being able to classify and segment them into target audiences will help you create the most relevant products and experience for them.
6. Build your vision
   Create an idea of what success looks like. What is the end game of all this change and how does it help the user and company? (Tip: Then give this vision to your strongest critic and ask them for feedback - this will iron out a lot of the wrinkles)
7. Create the roadmap
   Draw up and digital roadmap of short and longer-term projects & tactical changes that move the organisation forward towards your vision. 
8. Justify investment
   Where necessary develop businesses cases that explore the investment required to realise the roadmap.
9. Deliver something quickly
   Nobody is realistically going to wait for you to see out your initial 3 months without some business improvement. This shouldn't be too difficult for any CDO new to the role, as there are always quick wins to be had
10. Have fun

Have I missed anything?

Yes, but do you build websites?

On a call with a business prospect a few weeks back, I began to get the feeling they really didn't understand either what they wanted or what myself & my team could offer.

Why? Well here's a rough precis of the conversation I had:

Them: "So why should we hire you?"
Me: "We are a team of digital consultants and delivery experts, who have a wealth of online experience across the creative, user experience, commercial, marketing and technology disciplines".
Them: "So tell me about your recent experience with Internet technology"
Me: "Oh, that's a pretty big topic and I don't know what technology we are talking about yet, so I'll talk conceptually"
Them: "So you don't understand about Internet technologies then?" [some scribbling].
Me: "Yes of course we do... however I don't know the details of your systems so cannot dig into the detail. Would you like me to give you an overview of our systems experience?"
Them: "Oh, I thought you understood about these things" [rapid scribbling]
Me: "Yes... Err, we do. Do you have a specific piece of work in mind?"
Them: "We need to improve our customer journey"
Me: "Great, we can review your key personas and user flows, then identify the major drop-off points to optimise your goals"
Them: "So can you tell me how you would improve our customer journey?"
Me: "Oh, as I said... we'd look at your conversions, acquisition paths, hopefully review your analytics and suggest quick wins as well as longer-term improvements" [a small scribble]
Them: "We've been told that we need to improve the customer journey and that we need a content management system. What you've told me doesn't sound like a Content Management System"
Me: "Err... No, what I've explained is our process to deliver site improvements. We can also deliver a CMS for you, design and develop a multi-channel interactive platform and ensure it is delivered then marketed in the right way to meet your KPI's"
Them: "Yes, but do you build websites?

Happy eCommerce Christmas from North Korea

Here's a little bit of online shopping silliness using TV news footage from North Korea:


I hope this isn't your eCommerce experience this Christmas.