lightning talk #8: digital transformation in asia – the real deal by kanika agarwal
TRANSCRIPT
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DIGITAL TRANSFORMATION IN ASIA UNDERSTANDING UX IN THE BIGGER PICTURE OF CX
www.passionpeers.com
+65 98750611
10 Anson Road, International Plaza, Singapore City - 079903.
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Presenter
KANIKA AGARWAL Founder and CEO, Passion Peers
@DigitalKanika #UXSG
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User Experience in the bigger picture of Customer Experience.
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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
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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
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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
“
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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
“
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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
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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
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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
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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
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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)
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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
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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
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CX Framework
CX
CJ CJ CJ
UX UX UX UX UX UX
UI UI
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Customer Experience
User Experience
CX vs UX
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Transformed CX Approach
Persona
Uni-directional Funnel
Survey/Research Led
Behavior Segment
Networked Funnel
Data Driven
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Customer Experience Research in Asia
Source: Accenture Interactive – CMO Study Insights
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“Shift from doing digital to being digital”
2. Culture change is the only constant.
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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
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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
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New trend- Innovation Labs
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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
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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
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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
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Who owns the customer experience? Answer is everyone.
5. Cross Functional Teams- Organization Re-alignment
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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
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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.
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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
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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
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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
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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
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Adopt Relevant New Technologies
Gartner Symposium
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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
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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
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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
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10. Making a Case and Starting Off
Businesses will be out of business if they don’t start now.
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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.
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THANK YOU!
[email protected] www.passionpeers.com
/kanikaagarwaltech
@DigitalKanika
Q&A