Customer behaviors, markets, and competitors have all changed, and continue to change rapidly, business theories do not reflect reality for very long. Companies need to revise their theories of business to become smarter, faster, and lighter.

1. The Ascent of the Smarter, Faster,
Lighter Enterprise
By Krishnan Ramanujam
Vice President and Global Head, Consulting & Enterprise Solutions
PERSPECTIVES VOLUME 8
Copyright © 2016 Tata Consultancy Services LimitedDecember 2016

2. Customer behaviors, markets, competitors have changed.
Do your assumptions still reflect reality?
The digitization of everything is impacting your business.
Revise your theory of business to become smarter,
faster, and lighter.
Is Your Theory of Business Still Valid?

3. Shopping patterns of
consumers have changed Consumers seek
recommendations from
multiple channels before
making a buying decision
A rigid customer experience
no longer reflects reality
The Revolution in Customer Behavior

4. Traditionally, a company’s strategy
was to become a market leader
and then protect its position
In the digital world, competitors emerge
from entirely different sectors due to
fast evolving technologies, easy access
to capital, and low barriers to entry
A Digital Competitive Landscape

5. Scale is no longer an
advantage
Smaller companies respond
faster to changing demands
as they are not burdened by
outdated workflows and
overheads
The Metamorphosis of Markets

6. Use artificial intelligence to
improve efficiencies and do
what you couldn’t do before
Listen to and act on
digital data from sensors
embedded in your
products, making your
products better and more
useful for customers
Get useful insights from the
data in your data centers with
new analytics techniques
Get Smarter

7. Design agile, iterative
customer journeys by
continuously
monitoring every
channel and touch
point
Get faster at
implementing
enterprise systems,
understanding your
performance for
customers, and
integrating
acquisitions
Identify key talent
before you need it
Turn uncertainty
into advantage
Get Faster

8. Embrace technologies
such as cloud
computing, automation,
and SaaS to reduce
your IT burden and
costs
Merge IT-intensive
operations to shed
excess weight after a
merger
Companies making
multiple acquisitions
need to quickly
integrate the
operations of their
newly purchased
companies
Lighten up your
operations and
remain world class
Get Lighter

9. Build a culture and
processes that support
continuous
transformation, so
your company can
profit from changing
environments
Successful companies
will be the ones all of
us will be doing
business with
tomorrow and for the
foreseeable future
Get Smarter, Faster, and Lighter

10. Copyright © 2016 Tata Consultancy Services Limited
The Ascent of the Smarter,
Faster, Lighter Enterprise
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