steps to start digital business transformation

Your Digital Transformation Journey starts here…

KANIKA AGARWAL Founder & CEO Passion Peers

kanika@passionpeers.com

/kanikaagarwaltech

@DigitalKanika

#LSQWebinar, @PassionPeers

Audience Poll

1) Is your Organization undergoing Digital transformation? Yes or No

2) Are you mapping the customer journey and know all the digital touch points of your customers? Yes or No

#LSQWebinar; @PassionPeers ; @DigitalKanika

Journey Mapping and a focus on customer journey and the new digital touch points.

Is Digital Transformation being misunderstood ?

Source: State of Digital Transformation, Altimeter Study

What is Digital Transformation?

“The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumer at every touch point in the

customer experience lifecycle.” – Altimeter and Brian Solis

What is Digital Transformation?“ Digital transformation is a process. Objective is to understand the physical and digital touch points of your potential and existing customers to give them a seamless experience.

It starts with organizational alignment where people & a digital mindset are at core .

Adoption of digital platforms, tools and techniques are the catalyst. Organization's ecosystem and business processes are subjected to change.”- Passion Peers

Shifting Focus to Asia

With internet population at 33.5%, nearly 50% of the world’s

internet users live in the APAC

APAC accounts for nearly 55% of global mobile ownership (around 2.5

billion users) and that share is expected to reach 60% by 2016

Steps/Priorities to start the Transformation Journey1. Customer

Experience (CX)

2. Internal Culture 3. Business Process/Model 4. Leadership 5. Cross Functional

Collaboration

6. Adopting New Technologies 7. Digital Use Cases 8. Business Priority

Assessment 9. Roadmap 10. Taking the 1st step

“You have got to start with the customer experience and work backwards to the technology.” - Steve Jobs

1. Customer Experience (CX)

CX = Business/Brand delivered – Customer Expectation

Customer Experience (CX)

CX Framework

Customer Touch points (Physical : Retail Stores, Call

Digital : Mobile, Social Media, Content, IoT )

Customer Insights(Persona, Behavior, Analytics, Life Cycle Stage)

Customer Identity (Unique data to map)

CX Framework

Its important to know which Customer Journey is important and matters for the customer and the business.

Transformed CX Approach

Persona

Uni-directional Funnel

Survey/Research Led

Behavior Segment

Networked Funnel

Data Driven

Customer Experience Research in Asia

Source: Accenture Interactive – CMO Study Insights

“ Shift from doing digital to being digital”

2. Culture change is the only constant.

Inside Out Approach

Digital Mindset & empower to act

Being Unconventional and open to risks

From Employee Advocacy to Customer Advocacy

Renewed vision with people first

“In today’s era of volatility, there is no other way but to re-invent. The only sustainable advantage you can have over others is agility, that’s it. Because nothing else is sustainable, everything else you create, somebody else will replicate.”- Jeff Bezos, Amazon

3. Re-inventing Business Processes

Re-inventing Business Processes

Speed, Innovation, Responsiveness, Lean

Innovate with different business models- On Demand, Subscription Based, Shared Economy,

E-commerce, From Short – term campaigns to long term strategy

Agile Development and Prototyping Manifestos

Marketing Automation Tools- for test and learn

approach.

Be DisruptorsFrom Max Validated Product to Minimum Viable

Product

Interoperability between IT and OT

New trend- Innovation Labs

4. Pro- Digital LeadershipStarbucks 1st Chief Digital Officer, Adam Brotman, was ordained by CEO Howard Schultz to start building a more digital business based on current and future trends.

Leadership Support

Russell Reynolds – 2014 Digital Board Study

Board has a significant role to play in Digital.

It has to be Top- Down

McDonalds has a digital transformation team where the leaders are from tech companies like Facebook, Yahoo, Microsoft.

5. Cross Functional Teams- Organization Re-alignment Who owns the customer experience? Answer is everyone.

Cross Functional Teams

Digital Marketing does NOT mean Digital Transformation

Strategy & Product

Innovation

Technology

Marketing Sales and Analytics

Enabling Digital Mindset

Corporate Learning e.g. Digital Marketing with Design Thinking

Shift from Short Term Campaigns to Long Term Strategy

Data Driven Ecosystem

Test and Learn

Know the emerging trends for the business.

Corporate Learning Framework

6. Adopting Relevant New Technologies “At least 40% of all businesses will die in the next 10 years… if they don’t figure out how to change their entire company to accommodate new technologies”— John Chambers, Executive Chairman, Cisco System

Agile Software Development

Legacy IT Architecture

New Apps and Databases

Customer Facing: Integrates Data and customer behavior

High Speed Systems

Easy re-iterating and prototyping

Adopt Relevant New Technologies

Gartner Symposium

Virtual Reality ( e.g. on social FB)

Internet of Things (IoT) or Wearable's

Fintech for Banks

Mobile Apps

Gartner Symposium

7. Making Digital Use Cases

Source: CXOWeekly

8. Business Priority Assessment

Source: CXOWeekly

9. Roadmap

Source: CXOWeekly

10. Making a Case and Starting Off Businesses will be out of business if they don’t start now.

Summary1. Start with identifying and mapping the physical and digital customer touchpoints.

Customer Experience is key. 2. For business to digitally transform, organization culture has to change. Thing about

people first then technology. 3. Disrupting and innovating existing business model/processes to become agile is

important. 4. It starts from leadership. They make or break the digital mindset and real internal

transformation.5. Teams cannot work in silos anymore. Digital Transformation is everyone’s agenda and not

just one function. Thus cross functional collaboration should be practiced. 6. Adopt relevant new technologies to stay ahead of the game. 7. Make digital use cases step by step. 8. Assess what is a priority by measuring business benefit vs ease of implementation 9. Prepare the roadmap for atleast 5 years. 10. Create the urgency and set the ball rolling.

Thank You

kanika@passionpeers.com

/kanikaagarwaltech

@DigitalKanika

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