1. Digital strategy Public Focusing on customer needs 28 June 2019
Alex Fuller

2. Corporate strategy influences the digital strategy
The corporate strategy includes elements that determine the focus of a digital strategy:
Leading digital platform and services
Simplification and consolidation
Customer centric and stakeholder engagement
From these elements we have established a
new digital vision …
Digital strategy

3. A new digital vision
To deliver a unified customer experience across all of ELEXON’s digital BSC content and online services so that we can present a seamless and less complex set of customer journeys that support the completion of the customers’ chosen tasks and sets the customer experience above that of other Code Bodies.
The discussion paper presented this vision statement.
By having a defined vision we can ensure that as we create new digital solutions and services and review our digital landscape, that we focus our products around the customer experience and the tasks they wish to complete.
Digital strategy

4. Why has this come about?
Assessment of our current digital landscape which is varied and disparate
Need to develop a new platform and offer up-to-date technical solutions
Re-thinking around customer experience and digital standards
New technical developments coming online:
Development of the new platform
Market Entry online transactional process
Asset Management service
Digitalisation of the BSC
Over the years we have created a number of digital websites, portals, micro-sites but this is a very disparate digital landscape. We are also developing new digital services which also need to be included in that landscape.
If were consider this landscape from a customer perspective it is confusing and requires them to learn different layouts and routes rather than a single, seamless experience.
Viewing it from the customer perspective we might be making it unnecessarily hard for them.
Digital strategy

5. What will the vision mean in practical terms …
Essentially, our aim is to simplify the customer experience based around customer journey mapping. This will eventually mean that the disparate landscape we currently present, eg website, portal, micro-sites, will merge around the customer journeys even if the technology used remains varied. We aim to present a seamless customer experience which focuses on customer tasks rather than requiring them to understand our internal processes and technology.
Essentially, our aim is to simplify the customer experience based around customer journey mapping, a process of working out each customer task and structuring the content around this knowledge.
By structuring our digital content and services around customer journey maps we can understand what tasks they are trying to complete. This in turn minimises the cognitive demand they encounter and creates a positive experience of the brand.
It will influence the design of our products and the customer interfaces.
Digital strategy

6. Short-term objectives
Customer personas – understanding our customers
Customer journey mapping – ensuring we know what they want to do
Digital standards – creating principles that our digital outputs adhere to
Priority area - look at key areas that we can influence now
If we have a set of customer personas then we can use this knowledge to build the services we deliver to them.
If we have a set of clearly defined customer journey maps we can ensure that the tasks involved are aligned to that journey.
If we have a set of digital principles we work with we can keep things consistent.
Digital strategy

7. Longer-term objectives
Digital roadmap – identify areas to develop and when
Customer research – establish regular reviews, research and analytics
Imbed within processes – work with teams to develop the vision further
Document production – review processes and solutions for PDFs etc
Regular reviews – revisit the vision each year
If we imbed this knowledge and principles we can ensure that it becomes second nature when developing services or producing content.
If we undertake regular customer research and investigate customer analytics we will understand more about what they are trying to achieve and how we can help improve the respective customer journeys.
Digital strategy

8. How will this be achieved?
The vision needs to be owned by everyone and many people will be asked to influence how it evolves to ensure we understand how it is introduced and what it impacts.
This is not a project but a cultural change…
It will require …
A virtual team – evolving and diminishing around pieces of work or projects
Skill sets – to meet the objectives
Technical solutions – to match customer and staff requirements
Non-digital awareness – to align to physical customer engagement
We will identify people who have the necessary skills or who are keen to develop them so that we can establish a centre of excellence around the subject.
We can create templates that explain what we want to present to the customer and use the templates to guide external contractors when they build services for us.
We can create new content engagement opportunities based around the customer expectations.
We can ensure that customers can move between the physical and digital seamlessly.
Digital strategy

9. What comes first? The areas this new vision will prioritise will be:
Market Entry registration – customer journey from website to transactional module
Asset Management service – new service that needs a presence
Website, Portal, micro-sites – likely to be impacted by vision objectives
Digitalisation of the BSC – personalisation opportunity
These are the areas we will look at first …
Digital strategy

10. Why?
Customers expectations are always increasing – Amazon, eBay, Google
Placing the customer first creates understanding - Amazon, eBay, Google
Reduces the cognitive demand in a complex environment - Amazon, eBay, Google
Also …
Getting it right now for the BSC will help support our bid for the REC
If we get this right with the BSC then we have something definite to show when we bid for the REC.
Digital strategy