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What does social mean for enterprise IT?

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A point of view explaining what "social" means for enterprise IT and the impact it is likely to have on the enterprise.

A point of view explaining what "social" means for enterprise IT and the impact it is likely to have on the enterprise.

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  • 1. WHAT DOES “SOCIAL” MEAN FOR ENTERPRISE IT Mark Walton-Hayfield @markw_h Principal Business Strategist @CSC_UK MARCH 2013CSC Proprietary and Confidential March 27, 2013 1
  • 2. New factors are affecting your relationships with customers, partners, and employees - they will have a significant impact on the enterprise. Today’s customer experience The rise of “social” The rise of “mobile” Today’s enterprise is not architected to meet customer expectations and cannot scale to use new channels or integrate customer experiences across multiple channels or products easily.CSC Proprietary and Confidential March 27, 2013 2
  • 3. BUT “social” is not just about social media! People, expectations, and new entrants are all changing markets. Potential time lag between demand stimulus and response 1 Day Retail Store/Branch Fax .5 Day E-Mail Call Center — Voice 1 Hour Call Center — IVR Website 10 Minutes SMS/Mobile Data Interactive TV 1 Minute Comparison Engines Web Chat Consumer Web Services 1 Second Social Mobile 1975 1985 1995 2000 2005 2010 2015 Source: Gartner sketch re-used courtesy of @MarkTamis It is no longer enough to rely on what you have always done, there is a need to consider your business model and your business strategy to take account of the impact of 2013 realities…CSC Proprietary and Confidential March 27, 2013 3
  • 4. People now spend their time in different places doing different things to what they used to do. However, marketing spend is not aligned. Asset-Heavy Wallet with Cash/Coins/Credit Cards/Reward Cards Asset-Light Square/PayPal/Google/Apple Smartphone is the new wallet with payment, reward, tickets Source: http://techcrunch.com/2012/12/03/mary-meekers-year-end-trends-report-mobile-tablets-24-of-online-shopping-on-black-friday-up-22-from-2012/ At the same time more and more products and services are being re-imagined but the movers are typically new entrants using new business models supported by Asset-Light cloud infrastructures.CSC Proprietary and Confidential March 27, 2013 4
  • 5. The business response is manifested in today’s business mantras whilst they can be quick to implement, how do you drive real benefits? New approaches are being used in response to the challenges faced. However, they are frequently led by the business and have little enterprise IT input and are built/implemented standalone way.CSC Proprietary and Confidential March 27, 2013 5
  • 6. The most advanced companies are conducting “social” holistically, and beyond individual silos, it is important to integrate and measure. Source: CMS Wire Source: @jowyang @altimetergroup Understand social customers, the goals you have for them, and create experiences to ensure they stay in the funnel and convert to a customer. Provide ROI using different metrics at different levels.CSC Proprietary and Confidential March 27, 2013 6
  • 7. What does it mean for enterprise IT and how can enterprise IT respond in order to support the business enabling goals to be met? Shifting Platforms Driving Business Value from Enterprise IT The Move to Advanced Enterprise IT Models Bottom-Line Value Top-Line Value • Cost-reduction • Uncertain markets • Control • New technologies • Consolidation • New forms of value • Reliability • Product innovation • Standard platforms • Customer-centricity • Proven technologies • Intellectual property • One size fits all • Real-time intelligence • Compliance • Empowered employees Source: CSC Leading Edge Forum Research - The Future of Retained IT - http:/lef.csc.com/publications/924 If IT is to add value then the role of IT must change. No longer can it be just a back office function, it must lead the business with a combination business acumen and technology prowess.CSC Proprietary and Confidential March 27, 2013 7
  • 8. A number of key architecture domains are vital to ensuring the business will meet its goals when powered by enterprise IT. Business Architecture Information Architecture Security Architecture What is your Customer Strategy? How do you connect the Extended Enterprise How do you push data and applications How do you remove F-R-I-C-T-I-O-N? across all stakeholder groups? to the outside and manage risk? Source: CSC Leading Edge Forum Research - The Consumerization Workbook – http://lef.csc.com/publications/1058 Common themes are about removing silos and digitally connecting the stakeholders affected by your business footprint in order to provide an improved product or service to your customers.CSC Proprietary and Confidential March 27, 2013 8
  • 9. Understanding your operating model and alignment with the business and technology architecture is a challenge that must be addressed. Support Communities Integrate “social” into the Enterprise Re-imagine Business Processes “A group of people with unique shared Turn Insights into Business Action support them across multiple channels values, behaviours, and artefacts”* Bring information from the outside-inside and vice versa providing a unique customer experience Old Lending Processes Bank Branch / Paper Applications / Lengthy Approvals New Lending Processes Lending Club / Online UI / Apply & Funded in Days / Lower Rates *Source @rhappe The Community Roundtable @TheCR If you allow silos to be created through a lack of response to the business then you will be less likely to succeed. Focus on the customer and how you perform the jobs they hire you to do for them.CSC Proprietary and Confidential March 27, 2013 9
  • 10. The impact on the IT estate will most likely affect a number of areas which have not been so prominent historically. Sales and Marketing Customer Service Business Operations Manage content and its distribution/use Manage in-flight processes, anticipate customer needs, combine Understand how requirement gaps can be most especially in regulated markets different data sources for new insights and manage business rules effectively filled and at what layer in the architecture As markets become more open and transparent and more direct to consumer transactions are undertaken there are a number of business areas that will need new kinds of support.CSC Proprietary and Confidential March 27, 2013 10
  • 11. Once aligned with a business strategy social, mobile, analytics, xRM, and collaboration can be used to enable meaningful transformations. xRM Collaborate with customers, partners, and employees Understand jobs-to-be- done Co-create to meet expectations Act on insights Provide and surpass the expected experience Collaboration Source: CSC Leading Edge Forum Research – Leveraging the Co-evolution of Marketing & IT – lhttp://ef.csc.com/publications/1003 The focus of Enterprise IT will align to the business demand for enabling business transformation objectives, as such new organisational models are emerging to support Marketing Technology.CSC Proprietary and Confidential March 27, 2013 11
  • 12. A number of threats, opportunities and solutions exist. Strategy & Architecture leaders must communicate clearly with business leaders. As customers share more information on social networks, i.e. marriage, births, and retirement the Financial Services industry will be start to capture and use it. However, as Juergen Weiss points out in a few years time the Social Networks will most likely start to offer Banking and then “naturally” Insurance products themselves. Perhaps initially through joint ventures with existing institutions but not necessarily the bigger firms. The major social networks have not yet had a significant impact on financial services, they probably will in the future unless deep underlying changes are made or partnerships formed.CSC Proprietary and Confidential March 27, 2013 12
  • 13. A radical enterprise IT approach will be needed in order to meet some of the challenges that the business is facing. Serious consideration needs to be given to subjects like buy vs build, subscription models and economies, multi-sided markets, cloud deployments and integrations with other services.CSC Proprietary and Confidential March 27, 2013 13
  • 14. WHAT DOES “SOCIAL” MEAN FOR ENTERPRISE IT Mark Walton-Hayfield @markw_h Principal Business Strategist @CSC_UK MARCH 2013CSC Proprietary and Confidential March 27, 2013 14