Focus 12: Design thinking in shared services and GBS

Richard Small and Olivier Binse, Deloitte

Deloitte Shared Services, GBS & BPO Conference

Digital TransformationApplying design thinking to shared services…

Why Design Thinking matters?

Technology

core

Technology

enablement

Technology

collaboration

Technology

engagement

Digital

• Mainframes

distributed

terminals core

computing

• Office computing

• Mini-computers

• Word processing

• Spreadsheets

• Home computing

• PC revolution

• Network

computing

• Email

• Relational

databases

• Client-server

applications

• Internet revolution

• Browser wars

• Customer

engagement

• Intranet

applications

• broadband

• Mobile

smartphones

• Tablets

• Cloud computing

• Big data –

analytics

• Social media

• Sensing

• Wearables

• Artificial

Intelligence

• Blockchain

• Quantum

computing

• 3D printing

• Genomics

• Robotics

• Virtual reality

Technology cycles

1970 1980 1990 2000 2010 2020

Exponential

The expanding Data universe

“2029 is the consistent date I have predicted for

when an AI will pass a valid Turing test and

therefore achieve human levels of intelligence. I

have set the date 2045 for the ‘Singularity’ which is

when we will multiply our effective intelligence a

billion fold by merging with the intelligence we have

created.”

Ray Kurzweil

Exponential organisations

The 8 great traits of a Exponential businesses

2.

Create agile execution

1.

Think exponential3.

Catalyst the culture

4.

Protect the people

6.

New ideas to solve

old industry issues

5.

Customer first7.

Design thinking

8.

Focus on value

Design Thinking

Value of Emotional Engagement

The New Science of Customer Emotions

November 2015 issue (pp.66–74, 76) of Harvard Business

Review.

• Dissatisfaction

• Mistrust

• Anger

D i s l i k e

d• Basic satisfaction

• Happy apathy

• Undifferentiated

• High satisfaction

• Valued advisor

• Loyalty

• Advocacy

• Personality

• Emotional engagement

U t i l i t y E n a b l i n

g

L o v e d

Dysfunctional

Functional

Valued

Engaged

Customer Expectation

Customer engagement

F R A M E W O R K

Design is not just what it looks like and feels like. Design is how it works.”S T E V E J O B S

D E S I G N M A T T E R S

What does design have to do

with Shared Services?

“When we try to pick out

anything by

itself, we find

it hitched to

everything else

in the

universe”

Auto Case study

1.

Discover

2.

Consider

3.

Evaluate4. Buy 5. Set-up 6. USE

7. GET

HELP

9.

Upgrade

10. Add-

on

11.

Renew

Marketing Sales ProductCustomer

ServiceOperations

Order to

Cash

Record

to Report

Procure

to Pay

Hire to

Retire

Website Social Mobile Sales Rep Tablets Apps Stores Call CentresSearch

Marketing Sales ProductCustomer

ServiceOperations

1.

Discover

2.

Consider

3.

Evaluate4. Buy 5. Set-up 6. USE

7. GET

HELP

9.

Upgrade

10. Add-

on

11.

Renew

Auto Case study

Usage

User Identity

Entitlements

Pricing

Content

New Coreelements

MARKETING SALES OPERATIONSSERVICE PRODUCTS

Front to back alignment

MARKETING SALES OPERATIONSSERVICE PRODUCTS

SINGLE VIEW OF THE CUSTOMER

ENGAGEMENT PLATFORM

ALWAYS ON COMMUNICATIONS

CUSTOMER TRANSACTIONS

ANALYTICS

SECURITY

So what ?

Shared services digital foundation

Optimise

LegacyTransition

Enable New

Business

User perspective

‘Efficiencies’

- Standardise

- Flip to variable cost base

‘Art of the possible’

- Capture new value

- Enable flexibility & agility

‘Easy to do business with’

- Remove pain points

- Transparency & consistency

‘Enhanced experience’

- Relevance & personalisation

- Innovation

Business perspective

Personas

Experience

map

User centered Approach

design principles

Product Consumption

and usage

Customer Data Product Data Pricing Model Rules & Policies

Access & Entitlements Usage TransactionIdentity& Account

Management

Self Service

Product

Configuration

/Bundling

Order

TrackingPayments

Pricing

/Quotes

Terms &

ConditionsReporting

O2C Operations

PricingQuotes

Proposals/MI/Reporting

Manage

Subscriptions

Customer

Support

Finance

Management

Internal UsersCustomers

Other operations

Summary

C O N C L U S I O N

The call to adventure

Should shared services be the facilitators

of digital transformation?

How can we shift Shared Services to new

digital concepts: MDM, IDM, Analytics &

Insights?

Where should the digital skills sit in the

business?

21-22 November 2017

Vienna, Austria

Deloitte Shared Services, GBS & BPO Conference

21-22 November 2017

Vienna, Austria