Webinar: Digital transformation 'cure and necessity' - 11th November
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Universities are being forced to change from all directions; regulatory interference, technological innovation, new cultural norms, increased customer expectations, pedagogic experimentation, academic globalisation and galloping academic cost inflation. Digital transformation, the project to internalise the changes that digital has brought about, is part cure for these, and part a necessary change itself. Its tempo is increasing and more universities are starting the journey. It’s a difficult journey and this webinar will measure the steps that the bold have taken so far, presented by Rob Van Tol, Senior Strategy Consultant at Precedent. Rob has worked with a range of higher education clients including the University of Aberdeen, Sheffield Hallam University, Edinburgh Business School and the University of Gloucestershire. Rob also co-wrote our latest higher education whitepaper, 'Bums on Seats - the digital battle for students.'
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Webinar: Digital transformation 'cure and necessity' - 11th November
- 1. @precedentcomms DIGITAL TRANSFORMATION Cure and Necessity Robert van Tol Consultant & Client Director linkedin.com/in/robvantoluk @R_van_Tol
- 2. @precedentcomms My name is Rob … and I do digital transformation
- 5. 5 @precedentcomms HARD CURE BUT IT’S A REALLY
- 6. 6 @precedentcomms TARGET Continual Technology Change Evolving Cultural Norms Increasing Customer Expectations Beginning Pedagogic Innovation AND A MOVING
- 7. 7 @precedentcomms SMALL BATTLES SO IT IS BEST TO WIN
- 8. 8 @precedentcomms NOT A LOT OF ROOM TO MANOEUVRE BEST TO RECOGNISE
- 9. 9 @precedentcomms BEST NOT TO DO NOTHING Fewer Students Poorer Student Experience Less Real-world Relevance Endangered Financial Sustainability Less Pedagogic Innovation
- 10. 10 @precedentcomms Hamish Starting 2018 Artificial Intelligence & Computer Science? Robin Starting 2021 Business with Marketing? BEST THINK OF THEIR NEW WORLD POST 2000 DIGITAL NATIVES Learns online Make & keeps friends online Experience at lot of world online Tech savvy Know good (and bad)
- 11. 11 @precedentcomms BEST TO GET STUCK IN TO THE NEW POLITE WAR TOP RANKED BOTTOM RANKED MIDDLE RANKED Battling Global Competitors Battling for a Strong Niche Battling Everyone
- 15. 15 @precedentcomms USED TO BE BIG DIGITAL CAMPAIGNS 4 BATTLEGROUNDS ON HOLD
- 18. 18 @precedentcomms UNI RFP-ITTs 4 BATTLEGROUNDS 3 Digital Transformation Strategic 9 Digital Strategy Strategic 2 Digital Workspaces Strategic 2 Campaigning Strategic & Tactical 11 Website Improvements Tactical 1 Digital Print Tactical 0 Website developments Tactical last 6 months (Q2 & Q3 2015)
- 20. 20 @precedentcomms ENERGY FOR CHANGE YOUR RESPONSE TACTICS User Journey Radical Simplification Content Professionalism Personalisation Student Life Social Media Student Experience Digital Literacy Persuasion Techniques Showcasing STRATEGIES Customer-led Marketing-led Lifelong Connection-led Pedagogical Innovation-led Employment-led Digital Transformation
- 21. 21 @precedentcomms ENERGY FOR CHANGE SENIOR MANAGEMENT 95 00 05 10 15 20 AUTHORITY within the University Head of Digital Digital Manager Web Manager Webmaster Developer Senior Management Member
- 22. 22 @precedentcomms ENERGY FOR CHANGE WHAT IF DIGITAL WAS A NEW CAMPUS
- 24. 24 @precedentcomms ENERGY FOR CHANGE ME TOO-ism
- 25. 25 @precedentcomms … if it reveals that 10 out of 10 of our closest competitors have a responsive website then this feature will become an absolute necessity. “ ENERGY FOR CHANGE ME TOO-ism
- 27. 27 @precedentcomms TRANSFORMATION BATTLEPLAN Ambition 1. Be Customer-centric 2. But not in isolation of what is possible 3. Get senior buy-in and ownership
- 28. 28 @precedentcomms TRANSFORMATION BATTLEPLAN Constraints 3. Consolidate your total capability 4. Be realistic and focus on benefits 5. Walk first and avoid short-cuts
- 29. 29 @precedentcomms shared idea lived experience how it works effective plumbing TRANSFORMATION BATTLEPLAN
- 30. 30 @precedentcomms FIXING THE EXPERIENCE insight-lead radical idea seeking customer driven constraints limited fashion influenced FIXING THE DELIVERY finance-lead consensus seeking agenda driven resource limited ego influenced TRANSFORMATION BATTLEPLAN
- 32. 32 @precedentcomms PROSPECT LEARNER PROFESSIONAL ADVOCATE MORE THAN ONE EXPERIENCER CUSTOMER-LEDSTRATEGY HOME / INTERNATIONAL CARER / CAREFREE IN WORK / NOT IN WORK YOUNGER / MATURE
- 33. 33 @precedentcomms MORE THAN ONE EXPERIENCE CUSTOMER-LEDSTRATEGY Depth comparison & research Do transactions: apply & pay Revision and exam prep Getting learning resources Early lightweight scoping Finding who’s who Facilities (shops, cafes, ATMs) Finding free PCs & study spaces Getting there Wayfinding around Small Screen Big Screen Getting in touch with Research: library & open sources Diary & Timetable: what’s next Writing assignments
- 36. 36 @precedentcomms CUSTOMER-LED STRATEGY Radical Simplification Doing less, better Selling Rather than explaining You-based Rather than we-based Showcasing Excellence Not giving everything a place Prioritising Making though choices CUSTOMER-LEDSTRATEGY
- 37. 37 @precedentcomms CUSTOMER-LED STRATEGY New Homepage New Information Architecture New Course Finder New Course Page New Course Copywriting CUSTOMER-LEDSTRATEGY
- 38. 38 @precedentcomms MARKETINGLEDSTRATEGY University of Birmingham – Circles of influence University of Cardiff - Thrive Leeds College of Music
- 40. 40 @precedentcomms PEDAGOGICALINNOVATIONLEDSTRATEGY Student Support Student Management Academic Life Student Life Learning Support Counselling Careers Guidance AdmissionRecruitment FundingEnrolment Module Selection Timetables Discipline & Investigate Grades StudyingAttendance Practical Learning Assign- ments Academic Blogs Exam Prep & Exams LibraryFeedback Accommo- dation New to University Sport, Clubs & Societies End of Year University Events Leaving (Quitting) Placements Graduation Your Future Plan Student Digital Workspace Students Union Payments ITC Help Financial Advice Disability Assistance Faith & Religion Targeted Support (eg Care Leavers)
- 41. 41 @precedentcomms PEDAGOGICALINNOVATIONLEDSTRATEGY Student Support Student Management Academic Life Student Life Student Digital Systems Helpdesk Career System Case Management Student Records Enrolment Timetable Finance Online Store VLE Library Learning Resources Marking & Feedback Plagiarism Checker Personal Tutor System Research Repository Shared Study Events Calendar Clubs & Societies Recreational Sport Student Union Email and Twitter and SMS and Video Office Apps and Cloud Storage SharePoint Single Sign-On
- 42. 42 @precedentcomms PEDAGOGICALINNOVATONLEDSTRATEGY Quotes from research about Course Notes and Lecture Slides “Not found one lecture note yet” – Mature student “User interface is absolutely awful” – Younger student “It’s like a computer from the 1980s” – Mature student “Different lecturers use different formats, PDF in week one; week two it might be a different programme. Some you can see online. Some you have to download. Some email it. Some use the XXX System. It’s beyond confusing trying to get all your notes together.” – Mature student YOU DON’T MEAN TO CAUSE PAIN
- 43. 43 @precedentcomms Digital Workplace Integration Options Lightweight Portal-style solution Unified design Coherent experience Technically Fully integrated Single Source of Truth Different designs Separate experiences Technically Unintegrated Multiple Source of Truth Medium-weight UX-led solution Heavyweight Technical solution Less INTEGRATION More PEDAGOGICALINNOVATIONLEDSTRATEGY
- 46. 46 @precedentcomms DIGITAL TRANSFORMATION STRATEGY Revised Team Structure Consolidate and expand Laid out Digital Principles Showing how digital should work Experience Maps Showing what digital looks like Outline Business Cases Packages of work to progress Integration with exists streams Putting digital in context Started the culture change What does it mean to be digital DIGITALTRANSFORMATIONSTRATEGY
- 47. 47 @precedentcomms DIGITAL TRANSFORMATION STRATEGY Set out a roadmap Three phases of growth Laid out Digital Principles Showing how digital should work Supported Business Case Big investment & deep change Supported Culture Change Creating mass staff events Now delivering core website Setting the foundation stone DIGITALTRANSFORMATIONSTRATEGY
- 49. 49 @precedentcomms CHOICES YOU HAVE MANY Different levels of transforming Different battlegrounds Different strategies Different tactics But obviously doing nothing is one of them…
- 50. 50 @precedentcomms BAD RISKS to HE Sector Student Poaching Academic Inflation Political Hot Potato Devalued Education Snob Value Education TOP Universities BOTTOM Universities INTERNATIONAL Universities TRANSNATIONAL Education NEW MARKET Entrants (e.g. Competency Management Platforms) { Smaller PREMIUM ALTERNATIVES Degree SATURATION Grade INFLATION } NEWS
- 53. 53 @precedentcomms Robert van Tol Senior Strategy & Creative Consultant linkedin.com/in/robvantoluk @R_van_Tol @precedentcomms
Hinweis der Redaktion
- I’ve been lucky enough to work with a lot of Universities who are digitally transforming
- Everyone loves the idea of Transformation … only the fuddy-duddy would want to be untransformed! Yes, it is a fashion, but that doesn’t mean it is frivolous or wrong. Digital Transformation is a journey that NO ONE has finished. We have all just started chipping away, many at the start of that journey, many still working more tactically.
- Several ambitious Universities are consciously progressing a transformation programme, but even if you don’t think you are, you are. The technological developments are all leading this way. It would just be unplanned and uncoordinated.
- It is a hard cure to not being founded as a digital organisation, but finding yourself in a digital world. It is a GIGANTIC undertaking and future universities will be different – just as 19th Century and 20th Century universities were different from their ancient forebears.
- It certainly doesn’t help that the thing we are trying to transform into is itself a rapidly moving target.
- The less of BIG IT projects is one of Over Complexity and Under Delivery
- Same PRICE. Same PRODUCT. Same MARKET. Compete on REPUTATION. Compete on EXPERIENCE
- “What if we do nothing” was a question seen on a University paper … the answers aren’t good
- The teenagers coming your classrooms will underwhelmed, possibly shocked, by what they find. They grew up with Hogwarts, but never expected to be taught in one (without the magic). They expect digital magic.
- A war has broken out between Universities. A very polite war, to be sure, in which victory is less about defeating others, more about winning yourself. But we see how intense the struggle is.
- Our new report explores this in more detail.
- We see old sites being replaced, patched-up with fixes, simplified or unified. We new CMS with marketing capabilities
- Giving spot messages to key audiences – this was very popular, but recently less so as the focus has gone to the website
- This is emerging as a new area – what is it like to study and live at University
- This is still an area of experimentation, typically using third-party platforms such as FutureLearn. Exeter’s move into online degrees in partnership with educational publishers Pearsons.
- What do we see Universities asking for in the middle of 2015? Big spread in Energy for Change
- What is your energy for transformative change?
- This these are the strategies and tactics we find Universities are currently interested in
- This is crucially determined by how senior a voice digital has in the University
- It is also determined by the extent to which Universities are seeing digital as a new type of campus – both an extra place to market courses and an extension of their current physical campus.
- The top-down management doesn’t easily allow the “customers” voice to be heard, what is taught is usually ALL about what academics want to teaching and NOTHING about what students want to learn. The learner’s voice is getting stronger.
- One of the most common questions I get asked when first working with a university is: what is everyone else doing? Hence there are so many lookalike sites … including in the top right, the pastiche one from Disney: Monsters Universities
- Quote from a University ITT … institutionalising the “what is everybody else doing” culture.
- You need to plan your transformation against your energy for change
- Because it is Hard, you’ll really need to focus on a clear ambition
- Because it is Hard, you’ll need to constrain yourself by these things
- You’ll need to observe using two lenses – the customer’s view and the organisation’s view
- This shared problem has some translation problems, because the two perspectives do not share the same vocabulary or outlook, and are not driven by the same things.
- Once you’ve thought through your battlefield, explored your energy for change, and planned, you can pick the right strategy for you
- Two years ago we came here and presented our vision of what Digital Transformation might look like: our Digital Campus model, based on a unified lifelong customer experience, in which the user changes roles and needs and channels across their lifetime.
- Different devices have different experiences
- For example: the old Gloucestershire site was very conventional
- We have brought a vibrancy and immediacy to it, focusing on what the customer needs
- Selling in 24 words and 1 photo: “Bring a brand to market. Create your own design identity with a cutting-edge catwalk collection. Graduate with a competitive portfolio and industry contacts.” – We’ve transformed how they think about their website and how they sell themselves.
- This is allowing them to focus scarce resources on the key issues that will yield the maximum return. It is also, almost through the backdoor, partially transformational, in that it changing how the university sees itself and sells itself.
- Marketing led initiatives are less in vogue at the moment, though in the passed we have worked to address specific issues, like student recruitment, gift giving, identity, and international students
- This space, for lifelong learning and lifelong connection with the university still remains largely empty
- Improving the student experience is a large undertaking … here is our model of all areas of the student’s experience of living and studying at University
- And here is our model of some of the systems that need integrating to fix some of that … simplified, obviously
- The impact of a poor experience is dramatic
- This leave you with integration options: Portal (no), UX led solution, or full integration
- Outcome based education is increasingly popular, where you exit university not just with a “piece of paper” but fully prepared to enter the labour market – obviously this is most suitable for job related courses, less so for classic liberal education subjects – but the current trend is to supporting employability
- The transformation path is an ambitious path. Going beyond minor fixes and temporary campaigns, but seeking root and branch change – technological, organisational and cultural
- We’ve give Aberdeen a deep (and big) piece of work – using both lenses – that sets out what digital looks like, how it should work, business cases (with KPMG) to do individual pieces of work, and how to integrate them into existing work streams.
- For Sheffield Hallam we set out a digital strategy during 2013-14, and this year have been engaged in the developing the first phase of it’s roadmap, the development of the foundation core website, built on a new enterprise CMS, with early experiments with personalisation.
- So finally – you have choices
- Transformation is both a cure and a necessity – but you can control the scope and scale of it, if not the direction
- Bad news is that this is coming at a time of a lot of pressure: Student Poaching – lots of people are after your students Academic Inflation – the cost of your products is unsustainably rising and rising Political Hot Potato – Politicians cannot allow voters children to fail, nor be indifferent to people made jobless by coming automation Devalued Education – Grades go up, Graduate numbers increase, the pay benefit you get for your degree shrinks, & you could so something else Snob Value Education – today, what you studied to what level and what grade is less important than where you studied – it’s all about reputation (aka, snob value)
- Good news is that demand for what universities can offer is really strong now and in the future. There will be a steady supple of young people needing preparation for work. There will be HUGE number of people needing to be reskilled (estimates of 47% of all US jobs, 35% of all UK jobs, will be lost to automation in the next 20 years). Worldwide economic growth is fuelling the rise of a global educated middle class. And a wealthy aging population with time on their hands is ripe for addressing.
- We are really active in the HE sector, in the UK and in AsiaPac, so we work with a lot of HEIs and see the ITTs of a great many more. The sector is super hot at the moment, as HE’s start to come to grips with Digital Transformation
- So come and chat to us about what your energy for change is and where your priority lays