Arnaud Le Roux – former CDO and new Digital Transformation Officer at Homeserve – explains why he focused on digital transformation.
The new Chief Digital Officer – Linda Ghodbani – is now in charge of operational digital projects (Websites, Social Networks, Marketing Automation, etc.). Arnaud, for his part, supports employees and partners through change.
Homeserve – which is moving from insurer status to that of home service provider – needed to make itself known to consumers. This represented a total paradigm shift for all the company’s employees, its distributors and its partner tradespeople. Digital is a powerful driver of change in its corporate strategy. The Dépannetmoi site is its symbol, addressing the consumer directly for the first time in its more than 10-year history.
A company’s transformation is never only digital; it is first and foremost human and concerns all the stakeholders in the company and its immediate environment.
According to Arnaud Le Roux, digital transformation is:
- the reason that compels evolution, with an appropriate vision,
- the organization, with management that enables change in try & learn mode,
- people, with trained and motivated talent,
- adapted products and services.
This last point is important because while the paradigm shift is total for all stakeholders, this transformation of the company’s touchpoints with its customers makes it possible to imagine and develop new services around the home thanks to good analysis and use of data.
Homeserve has moved from Corporate financial data to entirely new customer-oriented B2C behavioral data, which will enable it to offer the right services to the right person at the right time in their life.
Arnaud gives us his definition of Marketing Automation: “a mill that churns the right content”!
Article co-written with Arnaud Le Roux, Digital Transformation Officer at Homeserve.
