Liam Cadd is Sky's VP/Director of Digital Strategy, CX and Delivery. With over nine years at the company, he has played a pivotal role in Sky's digital transformation, holding leadership roles across product design, technology, and transformation delivery.
By influencing a digital first mindset to be embedded into the culture of the organisation, and adoption of new CX and technologies, Liam has been instrumental in growing Sky's digital presence and a step change in digital performance.
Liam will be participating in a fireside chat at DTX + UCX London, taking place on 2nd and 3rd October at ExCel London.
The following interview has been edited for length and clarity.
Q: What will you be speaking about at DTX + UCX London?
I'll be sharing insights from Sky's digital journey over the past several years and how we've gone from referring to ourselves as a digital start-up, to becoming a digital-first business where digital is now the primary way for customers to interact with Sky.
This journey spans three key areas:
- A complete revolution in customer experience.
- The adoption of new technologies.
- A significant internal cultural shift in how we think about and approach digital.
I'll discuss how we navigated these changes, the challenges we faced, and the most effective strategies.
One aspect I find particularly interesting, which I hope to explore in the session, is the shift in mindset required as a leader. We went from a phase where getting things done felt tough and often feeling like you're pushing against a closed door, to a point where suddenly you're seeing every door open all at once, and everyone wants to be part of building the digital future.
It's an incredibly interesting transformation and I'll discuss the critical role leadership and teams play, plus how not to rest on your laurels thinking the job is complete.
Q: Why should people listen to your session at DTX + UCX London?
Our experience at Sky offers valuable insights for any business undergoing or considering digital transformation. We've tackled this challenge from multiple angles – technology, customer experience, and organisational culture – and I think this holistic approach is crucial for successful transformation.
Our story is interesting because it's not just theoretical; we have real-world examples of how to make this happen in a large, matrix organisation like Sky. We've had our share of successes and challenges, and I think both offer valuable lessons.
I'll also discuss how we're approaching the next phase of our journey. Change and reinvention never stop, especially in the digital world.
Q: How did Sky create an influence versus disruption mentality to align with consumer demand?
Our approach has evolved on creating new forms of customer behaviour rather than just meeting or exceeding current expectations. We've moved beyond thinking about how to exceed customer expectations to considering how we can offer the unexpected.
A great example of this is Sky Glass. With this product, we weren't just entering an existing market but aiming to create an entirely new one. It's about anticipating future needs that customers might not even realise they have yet.
This approach requires a delicate balance. On the one hand, you need to be bold and innovative. On the other, you need to ensure you're still delivering value and not just chasing novelty for its own sake. It's a constant process of reinvention, because what's unexpected today quickly becomes expected tomorrow.
Q: How does Sky leverage digital channels that customers actively want to engage with?
This has been our key focus, especially as the digital landscape evolves. We've recognised that the way customers interact with brands is changing with the rise of AI, voice interfaces, and integrated operating systems. There's a risk that these technologies could create a layer between us and our customers, potentially diluting our brand presence.
Our strategy has been to ensure that there's always a compelling reason for customers to engage directly with our digital channels. This means creating experiences that go beyond just functional interactions. We're constantly asking ourselves: how can we create moments of delight? How can we add value to keep customers returning to our app or website?
One concrete example of this is our work on the My Sky app. I've led the mobile app strategy for the past three years, focusing on creating seamless, engaging experiences that mean the app is the first choice for our customers. This has involved everything from reimagining how customers access their account information to creating new, app-exclusive features that enhance the overall Sky experience.
Q: What are your hopes for DTX + UCX this year? What are you looking to achieve or learn?
This event will help showcase our digital transformation journey at Sky and how much the team has achieved over the past few years. I want to demonstrate that we're not just talking about digital; we're living it.
Personally, I'm looking forward to engaging with other leaders in the digital space. While I'll talk about the journey at Sky, there's lots of cross-over with other organisations. I'd like to know how I can help with their transformation goals.
Q: Is there anything else you'd like to add about Sky's digital transformation journey or your upcoming session at DTX + UCX?
I'm particularly excited about how we're leveraging our partnership with Comcast to drive further innovation. This collaboration opens up new possibilities regarding scale and capability, and I think it will play a crucial role in our future digital initiatives.
It's important to emphasise that digital transformation is an ongoing journey. While I'm proud of what we've achieved so far, we're very much focused on what's next. The digital landscape is evolving rapidly, and staying ahead requires constant innovation and willingness to adapt.
Liam Cadd will be participating in a fireside chat at DTX + UCX London, taking place on 2nd and 3rd October at ExCel London. For more information and to register – for free – please visit: https://dtx-london-2024.reg.buzz/