Jackelien Veldstra , Director Digital Transformation of KPN BV

Hey, I'm Luka. I'm here at Savage Marketing in Amsterdam together with Jacqueline from KPN. So what is your role in KPN? My role within KPN is I'm director of digital information. Yeah. And what does that mean? I'm trying to transform the company in terms of getting more digitally. So we have different streams within KPN and we want to become the best service provider. And we think that we need to become that for 100% digital in a digital way. And there you need lots of transformations within the company. So that goes from product side, data driven programs, et cetera. And what is some of the main digital projects now you're mentioning some? What are some of the main digital transformation projects that you are running these days? Yeah, actually three. The first one is the digital customer experience part. So the whole omnichannel movement, all kinds of projects in there. The other one is the people side. So I call it digital craftsmanship. How can we transform the people in terms of mindset and skills? And the last one is digital operational excellence. So it's digitizing the back end, the processes. Oh, so you're busy. Very busy. You've also just been on stage here at the conference and talking. What was the topic and what did you talk about? Yeah, the topic was digital transformation starts with you. And it was talking about the adoption side of digital transformation. So in my opinion, the key message is that if you want to transform as a company, it starts with you as a person. How are you able to handle all the changes and all the technologies, et cetera? How do you adopt to it? And from that personal transformation, you can then go to a bigger audience. So how do you take others with you in the transformation? Okay, so if we then take your company as an example, what have been some of the easier things and what have been some of the harder things in this process? Because there's always easy things and hard things in a digital transformation process. Yeah. To begin with the easier things, I think it's easy to start a process in an isolated department. So we started this whole movement into the IT department, but it becomes a challenge when it's covering your whole company. So you need to transform the entire system. So the fundamentals of the organization and there and that was also in my speech. The fundamentals of a human being is your personality and how to change that. And of course, that's the most important or most difficult change. How do you get the people into that change? What is now? So you've been doing a lot of things already in 2016, but there's still a lot of time left. What are some of the new projects you are looking at starting up in KPN? New projects are, for instance, and that's more far away in terms of the kind of technology, that's the virtualization trend. So networks, because we are working in a telco company, an IT driven company, networks are going to virtualize. That's a trend which is going on, but that's a real IT driven trend now. So we are picking up that trend and try to find a new business model. How do we can bring that trend towards our customers? Okay. So, yeah, that's super interesting. So I think what I've seen as a lot of the topics on this conference and also in general when you talk digital and marketing, it's this whole idea of content and content production. And we are all content producers and all employees are represents of the company, which is also some of the things you're talking about here. So what are some of the content formats and some of the content strategies that you see your company doing in the future, both short term and long term? It's correct. The content, the tailoring of the content is key. And we are in the middle of creating the content platforms to be able to create all the different kinds of versions towards the right target groups. So that's nowadays. And in terms of content, I think we are not yet there. Everyone in the company feels like I'm a content owner and publisher. So that's the next step in terms of the content strategy that people are going to behave as a publisher and tools and systems are supporting that. Yeah, it is this whole, you know, employer advocacy process where as we advocate all our employers to represent our brands and so on. But it's not always as easy as it sounds, right? And it's not everybody that wants to do it. No, and there's a lot of fear. I do see it with the use of social media, of course, within our account manager's unit. We started a whole social selling part. And there's a kind of fear and that's coming to the adoption side of it. When you're over that tipping point, then the adoption is going quite fast. But you need to go through that fear in order to get traction. So just as a last point, there was also a few people yesterday and also today talking about this whole idea of video and 360 video and it's all over and on all social medias and we should all be doing it and so on. So what from your perspective, what do you see as one of the strengths in the field of video and video marketing? To me, it's the strength of the picture or the video. So it's more the engaging part. And then coming back to the topic adoption, if you feel it and you're more engaged and you see an emotional movie or a picture that's for 200% more, having more impact and telling to someone to do something different. So to me, video is such a powerful tool to create adoption again or to create engagement in order to get more impact and value out of it. Okay, so that's all for now. Thank you so much for talking digital transformation. Thank you. You're welcome.