The Responsive Enterprise: Improving the Customer Experience Forever

Improving the Customer Experience Forever

The Responsive Enterprise

August 2015 Copyright © 2015 Tata Consultancy Services Limited

Tonya McKinney, Principal and Head – Customer Experience Solutions

Convergence as Disruptor

The Responsive Enterprise, 2015

Digital convergence is forcing companies to rethink their customer experience strategies.

Responsive enterprises must respond to the market as it changes.

The leaders will be those companies that can sense the market by capturing constant, actionable insights at all levels.

Big Data and social analytics play a part. But the biggest challenge is becoming an agile enterprise that can act quickly.

Convergence as Disruptor

Customer Experience Strategy Matters

Customer experience has become a competitive advantage.

Source: Forrester Research, ‘The Business Impact of Customer Experience’.

The Responsive Enterprise, 2015

New Wave of Digital Disruptors Emerges

Companies have had to respond to disruptions from social, mobile, Big Data, and cloud.

The next wave will have an even greater impact on customer experience. It will consist of five disruptive trends: Sensors, Wearables, Artificial Intelligence, Robotics, and Image Analytics (SWARI).

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Sensors are connecting devices in the rapidly emerging ‘Internet of Things’.

By providing unprecedented amounts of feedback on customer usage, these sensors are unveiling an abundance of new opportunities for products and services.

Digital Disruptions: Sensors


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Customers are showing a healthy appetite for wearables.

Predictions indicate that they can boost profits in the field service industry by US$1 billion by 2017.

Digital Disruptions: Wearables

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Source: “Gartner Says Smartglasses will Bring Innovation to Workplace Efficiency”, Nov 2013, http://www.gartner.com/newsroom/id/2618415

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Artificial Intelligence (AI) has the potential to deliver some services better than humans can.

Many software companies are investing in more human virtual assistants.

AI may be the key to giving customers faster, smarter help and better customer satisfaction scores.

Digital Disruptions: Artificial Intelligence


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The convergence of AI and robotics will bring widespread application of robotic automation to customer experience. Its potential goes well beyond stacking shelves.

Self-driven cars will have a disruptive impact on the taxi industry, fleet management, insurance costs, liability, and business travel.

Productivity, staffing, and brand experience will all be altered.

Digital Disruptions: Robotics


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Advanced image analytics are rapidly improving and entering mainstream use.

Automated analysis of facial emotions from pictures and videos could revolutionize customer research.

These advances will pose new questions about intellectual property and customer privacy. But their ability to deliver greater customer insight is immense.

Digital Disruptions: Image Analysis


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As the SWARI trends converge they will combine to deliver a new wave of digital disruption.

Placing the customer experience at the heart of the transformation will be a key contributor to success.

Managing Change and Convergence


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Juggling to Increase Capacity to Respond

The new normal is multiple trends constantly changing industries and organizations.

The goal of transformation initiatives should be to create responsive enterprises that meet market demands and opportunities.

It’s the corporate equivalent of learning to juggle and will require the ability to work from the outside in and the inside out.


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Outside In Transformation

Companies must evolve to sense the customer, market, and disruption faster.

Customers are also evolving and their rapid adoption of innovation makes them disruptors.

Insight-driven customer experience strategies ensure that a company can sense and respond to changes and opportunities in its customer base.


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Inside Out Transformation

Operating models need to evolve to quickly capitalize on insights.

Some companies fail to see the disruption or don’t perceive its significance. Many see the threat but can’t respond quickly enough. Traditional book publishers and book sellers were challenged by the launch of the e-reader.

To become responsive enterprises, companies must create agile operating models.


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Becoming a responsive enterprise is key to enabling all other strategies: customer experience, ecosystem redesign, and agile operations.

Companies that master the ability to rapidly sense and respond to changes in customers, markets, and technologies can adapt to any market dynamics.

Conclusion: Mastering Agility


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