IWMW16, Precedent plenary talk from Rob van Tol: 'Managing Change - Leading horses to water'
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The document discusses managing change within higher education institutions (HEIs) through a digital transformation mindset, emphasizing the importance of strategic planning and stakeholder engagement. It presents various case studies showcasing different approaches taken by universities, such as customer experience-led and proof of concept-led strategies, leading to improved recruitment and engagement outcomes. The document highlights the diversity of strategies and the significance of adapting to digital demands in education.
IWMW16, Precedent plenary talk from Rob van Tol: 'Managing Change - Leading horses to water'
- 1. MANAGING CHANGE: Leading horses to water IWMW2016 Robert van Tol with Rachel Rennie and Remeny Armitage
- 2. What I said I would cover Managing change within HEIs starts with a change in mind-set. Using a variety of 10 client case studies, we will demonstrate: how we have used digital to help them successfully manage change and the results this has delivered. “
- 3. Digital Transformation is big & wide
- 4. But it is not logical
- 5. It has many choices Is an opportunity for: students new ways of learning services new pedagogy & research staff new skills & working practices processes de-siloed, customer-centric facilities & campus new investment directions
- 6. It’s spread across adoption cycle Innovators cutting-edge change Early Adopters innovating to get an advantage Early Majority moving with the mainstream Late Majority competition carrying you forward Laggards rejecting transformation
- 7. Many responses Long-term Partnership Sussex Strategy- led SHU 360 Research- led Aberdeen CX-led Monash Proof of Concept- led UWASurface-led Greenwich Resource- led Gloucester -shire Problem solving-led EBS User research- led Sunderland Crisis-led … More Strategic Solutions More Tactical Solutions
- 8. Long-term Partnership-led Working within the setup University of Sussex Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 9. Manage change + Results Change Senior stakeholder buy-in and engagement Reputation management as the way to bring together student recruitment and research Results Interim fix for website and rebrand both well received New strategy about to be delivered
- 10. Strategy-led Having a plan, sticking to a plan Sheffield Hallam University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 11. Manage change + Results Change Long-term strategy, collaboration and engagement Expanded digital marketing capabilities focusing on selling Results Phase 1 launched April 16, continuous upgrades following Phase 2 CRM integration
- 12. Inside & Outside Research-led Everything has become digital University of Aberdeen Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 13. Manage change Change Outside-in perspective: customer needs Inside-out perspective: processes, skills, organisation, systems Results Senior management person appointed as Director of Transformation Order of magnitude of the task
- 14. Customer Experience-led Modelling the Customer Journey Monash University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 16. Manage change + Results Change Digital Campus concept embraced Service Design joined-up, end-to-end, mixed-channel journeys Results Joining up internal work (KPMG) with customer-centric work International student uptake hugely grew and demonstrated the value of an experience design perspective
- 17. Proof of Concept-led Proving by doing transformation University of Western Australia Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 18. Manage change + Results Change Big technology combined tactically (CMS + CRM) Using spot solutions achieve real benefits Results 300% increased in registrations (from 1,200 to 4,600) Demonstration of personalisation to build relationships
- 19. Surface-led VC mandated Get Things Done transformation University of Greenwich Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 20. Manage change + Results Change VC dictate demanding “live” by December 15 (achieved) UX focused component-based designs (and content) Results Greater consistency across the internet and intranet, seeking to remove duplications and unused archives Still rolling out with rapid developments
- 21. Resource-led Radical simplification University of Gloucestershire Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 22. Manage change + Results Change Content governance tightly controlled Content given selling focus to speak to customers Results Increase in student applications HEIST award nominated (always nice to be praised)
- 23. Problem solving-led Bringing choice under control Edinburgh Business School Herriot-Watt University Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 24. Manage change + Results Change Proposition simplified to simple choices Internationalisation to give customised national experiences Results Fewer “idiot” questions and better “interesting” questions 50% increase in student enquires 600% increase in mobile visits (now 70% of all traffic, from 25%) 50% increase in unique visitors (after years of slow decline) 30% decrease in conversion time DADI award nominated (always nice to be praised)
- 25. User Research-led Making the Business Case University of Sunderland Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 26. Manage change + Results Change 10 key findings to align University to how students see it Internal comms effort to disseminate findings and emphasise that it needs to be a “joined-up” university Results New website development commissioned
- 27. Crisis-led Fixing lots of little(ish) things University of XXX Digital Website Social Web Digital Workspace Enabling IT Digital Content Digital Marketing MI Service Design User Research
- 28. Manage change + Results Change Tactical projects to impact recruitment, ranking and reputations: Brand | IA | Courses | Video | Microsites | CMS | Content Governance | International | Social Media | Virtual Open Day | Internal Comms | Mobile App | Content Strategy Results ROI focused, small and easily commissioned projects
- 29. Many responses Long-term Partnership Sussex Strategy- led SHU 360 Research- led Aberdeen CX-led Monash Proof of Concept- led UWASurface-led Greenwich Resource- led Gloucester -shire Problem solving-led EBS User research- led Sunderland Crisis-led … More Strategic Solutions More Tactical Solutions
- 30. Pick your start point Small change Medium change Large change Surface- led Problem solving- led Crisis-led CX-led Proof of Concept- led User research- led Long-term Partnership Strategy- led 360 Research- led