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How your CIO holds you back

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The pressure for business to focus on digital transformation is rising and as such the role of the CEO and CMO in the digital journey are becoming more critical, writes CRAIG TERBLANCHE, Regional Director, Outsystems

The role of the CIO has never been under more scrutiny than in this digital age.

It may be a generalisation, but many South African CIOs started in large enterprise and corporate-sized organisations as IT managers, and have worked their way up over a 20 year period.  They have been instrumental in building the systems that have been at the core of the company, and are reluctant to undo the time, money and effort invested.  But in today’s digital economy, these systems are clunky, impractical and typically organisational process rather than customer-centric.

CIOs have inadvertently become the inhibitors of innovation, citing that digital transformation is a complex,  costly and lengthy undertaking.

So what will it take to drive digital transformation?  Progressive and forward thinking CEOs, along with empowered CMOs are essential to driving the digital transformation discussion at board level. A clear view of whether the CIO and the IT department are an enabler or an inhibitor for customer driven digital transformation is essential.

An app is not a digital strategy

“Let’s build an app for our customers.” It is a complete misnomer that an app alone provides  digital transformation.  An app is just one tool that can be used to digitally transform a business.

And, if an app doesn’t leverage core systems then it will not deliver what it promises. Clients who are attracted by the app will soon get frustrated and leave dissatisfied. The potential brand or reputational damage could be irreparable.

For CEOs to truly embrace digital transformation, they need to take advantage of the fact that it is possible to be in the customer’s pocket, at a moment in time, not only offering additional products and services, but also reducing operating costs with customer touch points that make the business more efficient.

How true digital transformation is possible

It’s not about technology. It’s about engaging customers on their terms. Legacy systems and  core applications were developed to serve the organisation’s objectives on selfish terms.  Modern systems  expose functions and data as micro-services that can be provided to serve customers via their engagement channel of choice. Building a micro-service architecture to leverage the legacy systems and integrate a digital platform is imperative.

This is neither a lengthy nor financially prohibitive process. It should rather be viewed as a way in which the value of the current systems can be unlocked to provide a seamless and pleasant customer journey for existing clientele, and to attract new business, by offering services that customers actually want and not what the business thinks they want.

The adoption of a digital platform also assists enterprises to meet new  governance and compliance obligations.

No you don’t need to fire your entire IT department

The IT department that has been supporting the legacy systems provides value that can be instrumental in the success of a digital transformation strategy. Their in-depth knowledge of the current system can be invaluable in leveraging the core systems to enable an organisation to unlock its existing data. Furthermore, the IT department can leverage its existing skills to build new applications and facilitate new processes and interactions across new channels.

By ignoring the naysayers and embracing the new tools available in the market, businesses are able to digitally transform, without costing a fortune, taking months to implement or compromising the value of existing systems and data.

If a business wants to implement a holistic digital transformation strategy, it may be time for the CIO to facilitate new digital skills – or his position really is threatened.

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TikTok looks for SA talent

The fast-rising short-video platform has launched a #PickMe campaign to discover local stars.

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TikTok, which claims to be the world’s leading destination for short-form videos, launches its first PickMe campaign, an effort to discover creative talents and provide a stage to express themselves in South Africa. Starting March 1, TikTok kicked off a month-long search through participants’ 15-second videos under hashtag #PickMe.

TikTok says it is committed to investing in South Africa and discovering the local talents. The PickMe campaign is supported by its local partners like Huawei, MTV Base and Digify Africa.

Local stars, including comedian and singer Lasizwe and singer Nadia Jaftha, have joined the campaign and called for users to show their talents on TikTok.

There are 5 categories of video shooting in the campaign, namely dance, acting, comedy, singing and cosmetics. Participants need to shoot a 15-second video using TikTok using #PickMe and tag @tiktok_africa to participate in the challenge. The finalists will be selected based on their video performance. The most popular and talented participants will have the chance to win prizes like Huawei Mate 20 Pro smartphones, a day at MTV Base, and a once-off-presenter opportunity and attendance at an intensive video production workshop delivered by Digify Africa.

“TikTok has definitely evolved into something that everyone loves and uses. It’s given creators a space to create more unique content and also help the creator gain a whole new kind of fan base, ” says Preven Reddy, Imbewu The Seed TV-star and Megazone radio host who is also a TikTok user.

Says TikTok video creator Mihlali Nxanga: “As a young South African working towards being in the entertainment industry, TikTok has given me the platform to grow my following tremendously. Within 6 months, my fan base has grown by a whopping 90 000, and not only from South Africa, but the whole world. For me, TikTok is not just a content platform, it is a global community.”

The campaign will wrap up on March 31. The list of the finalist will be announced in the app and on official Instagram @tiktok_southafrica. For more information, please visit the TikTok app.

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Rugby fan experience transformed by digital platform

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The South African Rugby Federation has embraced digitalisation as a key enabler of its strategic aspirations. It has worked with Accenture to transform fan engagement for Springbok supporters with the launch of a digital fan platform.

“Digital technology and social media have transformed how modern fans watch, support and engage with their favourite teams,” says SA Rugby CEO Jurie Roux. “To maintain our relevance amid this new market dynamic, and grow our fan base, we’ve acknowledged the vital need to digitally transform our organisation.”

Wayne Hull, managing director for Accenture Digital in Africa, says: “SA Rugby’s ambition to pivot to a more fan-centric strategy requires digital design, content, platforms and insights because modern consumers, including loyal Springbok supporters, engage predominantly via mobile digital channels and expect hyper-personalised experiences.”

Accenture Digital’s development process started with quantitative and qualitative research, which informed the user experience (UX) design guidelines and content strategy for the digital fan engagement platform.

“To know what fans want, we needed to understand the fans themselves,” says Hull. “The Accenture Digital team mined the research data and identified multiple fan ‘personas’, which all have different content consumption, platform functionality and engagement preferences.”

The platform development team focused on three critical elements to meet these requirements – the customer experience (CX), the engagement engine and cloud-based deployment.

“To deliver a memorable and engaging CX, Accenture Digital leveraged leading digital experience software,” says Hull. “The result is a fully integrated and responsive platform that creates seamless, personalised digital fan experiences across SA Rugby’s content, commerce and digital marketing initiatives in a manner that makes fans feel recognised and connected to the players and the game.”

The new platform will serve as the first point of call for any rugby fan who wants to get their data fix with exclusive statistics, analytics and insights. The platform’s content style will include more visual elements – videos and images – with more concise articles that are easier to digest, in accordance with evolving content consumption preferences on mobile screens. This will complement long-form thought leadership and insight pieces. 

In addition, fans will enjoy exclusive access to player-related content, such as behind-the-scenes footage and game and training performance stats. SA Rugby will also benefit from the ability to track comments and mentions via the Sitecore analytics platform Accenture Digital implemented, to respond and engage in the conversations Springbok fans are having on social media about the game, the teams or the players.

To do this, SA Rugby required a consolidated view of the customer. However, data resided in disparate sites across ticketing providers and SA Rugby’s e-commerce and online magazine databases. This information will be consolidated into the CRM system, with multiple integration points available to leverage this data.

The CRM system’s functionality will help to reveal insights such as fan communication preferences and their likes and dislikes, which will place hyper-relevance at the core of SA Rugby’s fan experience and engagement strategy.

 The final element in the platform development was cloud deployment, which allows fans to access the platform from any device that has an internet connection. The platform is hosted within the Microsoft Azure environment, which is stable, secure and fully redundant. It gives SA Rugby the flexibility to manage the platform themselves, with the option to integrate or scale additional functionality down the line.

Based on the outcome, Hull believes that Accenture Digital has successfully reimagined, built and delivered a world-class, modern and mobile-friendly digital fan platform that creates a fun, immersive and engaging experience for fans.

“It’s a major step towards helping SA Rugby realise its ambition to become a fan-centric, forward-looking and nimble organisation, and we look forward to building and developing the platform further with the team as their digital fan engagement requirements evolve,” says Hull

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