Lightning Talk #8: Digital Transformation in Asia – The Real Deal by Kanika Agarwal

1

DIGITAL TRANSFORMATION IN ASIA UNDERSTANDING UX IN THE BIGGER PICTURE OF CX

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Presenter

KANIKA AGARWAL Founder and CEO, Passion Peers

@DigitalKanika #UXSG


User Experience in the bigger picture of Customer Experience.


Audience Poll

1Is your Organization undergoing Digital transformation? 2

Are you mapping the customer journey and know all the digital touch points of your customers?

Yes

No or

Yes

No or


Is Digital Transformation being misunderstood?

88% are undergoing digital

transformation

25% mapped the

journey

Journey Mapping with a focus on customer journey and new digital

touch points.

Source: State of Digital Transformation in 2014, 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 Digital Transformation Search Term

2005 2007 2009 2011 2013 2015

Interest over time: Regional interest 100

78

51 40

29 19

India Australia United Kingdom Germany France United States

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


Understanding Digital Transformation in S.E.A

71%

19%

10%

Undergoing Digital Transformation

Yes No Don’t Know

47%

29%

24%

Mapping Customer Touchpoints

Yes No Don’t Know

Source: Digital Transformation Study in Asia, 100 CXO’s interviewed


Objectives of Organization’s Digital Strategy

76% Improve customer experience and engagement

48% Revenue growth

43% Fundamentally transform business process

43%

38%

38%

14%

Improve business decision making

Increase efficiency

Product Service Innovation

Reduce cost Source: Digital Transformation Study in Asia, 100 CXO’s interviewed


Steps/Priorities to start the Transformation Journey

1 2 3 4 5 6 7 8 9 10

Customer Experience (CX)

Internal Culture

Business Process/Model

Cross Functional Collaboration

Digital Use Cases Roadmap

Leadership Adopting New Technologies

Business Priority Assessment

Taking the 1st step


CX = Business/Brand delivered – Customer Expectation

You have got to start with the customer experience and work backwards to the technology.”

- Steve Jobs

“

1. Customer Experience (CX)


Customer Experience (CX)

Which of the above best describes your company’s efforts around the customer journey/experience? 42% 25%

12% 12% 3%

We have completely mapped out the customer journey within the last year and have a clear understanding of new digital touch-points.

We have not officially researched the digital customer journey but we have updates digital touch points with new social and mobile technologies and investments

The need to do so hasn’t come up or been made a priority

We’ve talked about the need to do so but no one has taken the lead yet We are researching

customer behavior now and waiting for results to inform our digital transformation strategy


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

CX

CJ CJ CJ

UX UX UX UX UX UX

UI UI


Customer Experience

User Experience

CX vs UX


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

63% see changing company culture as a challenge

Digital Mindset & empower to act

Being Unconventional and open to risks

Renewed vision with people first

From Employee Advocacy to Customer Advocacy

21

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 Disruptors From Max Validated Product to Minimum

Viable Product

Interoperability between IT and OT


New trend- Innovation Labs


Starbucks 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.

4. Pro- Digital Leadership


Leadership Support

Board has a significant role to play in Digital. 10% 10%

Percentage of Companies with “Highly Digital” Boards1

Percentage of Companies with “Partially Digital” Boards2

80%

Percentage of Companies with “Non-Digital” Boards3

1 “Highly Digital” Boards have at least two Digital Directors 2 “Partially Digital” Boards have at least one Digital Director 1 “Non-Digital” Boards do not have any Digital Directors


It has to be Top- Down

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

Russell Reynolds – 2014 Digital Board Study


Who owns the customer experience? Answer is everyone.

5. Cross Functional Teams- Organization Re-alignment


Cross Functional Teams M

arke

ting

& C

omm

Cus

tom

er C

are

Sal

es

HR

IT

Dig

ital M

arke

ting

Mar

ketin

g &

Com

m

Cus

tom

er C

are

Sal

es

HR

IT

Digital Transformation

Digital Marketing does NOT mean Digital Transformation

Strategy & Product Design

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

Digital & Social Media Marketing

Customer Experience & Design

Integrated Marketing Communication

Social CRM Setup & Strategy

Digital & Social Media Marketing

Customer Experience & Design

Integrated Marketing Communication

Social CRM Setup & Strategy

Internet of Things

Foundation of Digital Banking & FinTech

Foundation of E-Governance & E-learning

Foundation of Digital Healthcare

Core Functional Courses Emerging Themes Courses


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

“ 6. Adopting Relevant New Technologies


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 tools for improved UX Design

Russell Reynolds – 2014 Digital Board Study


Adopt Relevant New Technologies

Virtual Reality (e.g. on social FB)

Internet of Things (IoT) or Wearable's

Fintech for Banks

Mobile Apps

Web E-Business Digital Marketing

Digital Business

Autonomous Business

2000 2005 2017 2025

People

Things Business

+ Smart Machines

Gartner Symposium


Adopt Relevant New Technologies

Gartner Symposium


7. Making Digital Use Cases

Source: CXOWeekly

Innovation Capability

Transformation Capability

IT Excellence Customer Centricity

Effective Knowledge

Worker

Operational Excellence

•  Effective innovation Process

•  Innovation Partnerships

•  Customer Co-creations

•  Digital Leadership Process

•  Digital Communication Company

•  Cultural Pulse-check

•  Real-time Insight into Vehicle Data

•  Dynamic Plug-and-Play Sourcing

•  Flexible Infrastructure and Architecture

•  Third-party System Integration

•  Digital Security and privacy

•  Mobile Order Fulfillment

•  Customer self service e.g. self billing

•  Channel consistency

•  Personalized value added services and pricing

•  Customer Profiling

•  Enterprise Learning Platform

•  Cross Functional Collaboration

•  Operational decision-making empowerment

•  Industrial operations

•  End-to-end service monitoring e.g. active tracing

•  Service product catalog

•  Online collaboration

Logistics Digital Enterprise 2020


8. Business Priority Assessment

Source: CXOWeekly

Must Haves Quick Wins

BI Cloud Service

Real-time analytics

Facebook based Client Polls

Location based Mobile Offerings

Digital Use Case G

Don’t Touch Low Hanging Fruits

Digital Use Case Z Digital Use Case F

Digital Use Case E

Ease of implementation

Bus

ines

s be

nefit

s lo

w

low high

high


9. Roadmap

Source: CXOWeekly

Digital Enterprise Real-time analytics

Digital Use Case G Digital Use Case Z

Digital Use Case F

BI Cloud Service

Facebook based Client Polls

Digital Use Case E

Location based Mobile Offerings

2013 2014 2015 2012

Effective Knowledge Worker IT Excellence

Ope

ratio

nal E

xcel

lenc

e C

usto

mer

Cen

trici

ty

Busi

ness

Tra

nsfo

rmat

ion

Man

agem

ent M

etho

dolo

gy (B

TM)

Inno

vatio

n M

anag

emen

t


10. Making a Case and Starting Off

Businesses will be out of business if they don’t start now.


Summary

1 With Digital Transformation becoming a priority in Asia, Customer Experience has become key.

2 User Experience Professionals have a bigger and vital role to play becoming critical in the CX framework.

3 There are 10 steps that organizations can follow to kick start their journey to become digital enterprise.


THANK YOU!

[email protected] www.passionpeers.com

/kanikaagarwaltech

@DigitalKanika

Q&A