LANDMARK 3: DELIVER: ITERATIVE WORKFLOW
Delivery, using an iterative workflow, is the third and final step in the framework. Delivering on the strategy is a simple equation: Did you get what you asked for, and was it on time and within budget? The assessment should be based on metrics, and the outcome should match the strategy. For example, easily demonstrate a better CX by finding something you can measure. Did you receive fewer complaints or calls to customer service? Are more people using the system? Whatever the outcome, it should move the needle.
Matt Gilliss, a former Vice President of User Experience & Design at a well-known health insurance company, was early to adopt digital strategies. Incorporating a cross-functional team using an agile process and aligning, defining, and delivering the framework, the insurance provider achieved member-centric business goals. When we first started working on the member portal, our satisfaction score was in the 40s. With digital navigators’ help, our scores toggled between 79 and low 80s, which is comparable to most retailers. To take healthcare to this level is pretty impressive.”
START YOUR JOURNEY HERE Read The Six Disciplines of Agile Marketing by Jim Ewel, a foremost agile marketing expert. •
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Amp up iterative work processes that move away from “big bang” (i.e., waterfall development strategy) marketing releases. Engage a digital navigator to deliver: an agile workshop; an assessment on areas that may benefit from an agile framework; an analysis on how to structure and scale up agile fully; or an initial proof-of-concept.
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Kick o a proof-of-concept project with IT.
– Matt Gilliss Former Vice President of User Experience & Design at a Fortune 500 Health Insurance Company
Into the Wild: The Modern CMO’s Guide to Mapping Digital Strategy to Outcomes
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