At Middlesex University Dubai as Keynote Speaker at their International Conference on Technology, Innovation and Sustainability in Business Management. I spoke about the Impact of Digital Transformation on Businesses. I spoke about the challenges that I have faced, the need for relentless customer focus, the changing customer and the power of choice, rethinking teams and skills, engaging line managers and frontline staff and building a unified customer experience. It's an always on journey and technology is the enabler. Read more of my thinking on digital transformation here: https://www.linkedin.com/pulse/first-rule-digital-transformation-namrata-balwani/ and here: https://www.linkedin.com/pulse/digital-transformation-people-3-key-factors-namrata-balwani/

1. Impact of Digital
Transformation on
Businesses
Namrata Balwani
/namratabalwani
@mysti
Middlesex University Dubai
ICTIS 2019
May 2
2/5/19 1Namrata Balwani

2. What Is Digital Transformation?
2/5/19 2Namrata Balwani

3. What Is Digital Transformation?
Photo by Forbes
2/5/19 3Namrata Balwani

4. Digital
Transformation
is
People
Transformation
Photo by Perry Grone on Unsplash
2/5/19 4Namrata Balwani

5. "Digital transformation
is 20% technology
infrastructure, 30%
data and 50% skill"
Middle East CEOs see changing consumer
behaviours (79%) and the speed of
technological change (75%) as the most
significant threats to their organisations.
PWC Middle East CEO Survey 2019
Photo by William Iven on Unsplash
2/5/19 5Namrata Balwani

6. Less than 30% of Digital
Transformations Succeed
The Keys To Success
• having the right, digital-savvy leaders in place
• building capabilities for the workforce of the
future
• empowering people to work in new ways
• giving day-to-day tools a digital upgrade
• communicating frequently via traditional and
digital methods
Upto 3 times more successful digital
transformations
McKinsey Survey 2018
Photo by Marvin Ronsdorf on Unsplash
2/5/19 6Namrata Balwani

7. NIKE Digital achieved $1 billion
(+36%) revenue in Q3 fiscal
2019
Consumers using the Nike App at
Retail average 40% higher sales than
those who don’t
SNKRS traffic and revenue rose in
triple digits
Digital tools are reducing lead times,
driving sustainability, and leading to
faster design cycles
2/5/19 7Namrata Balwani

8. Customer Centricity
Understand the customer first and
plan the experience, then plan
organization and teams
• Macro Disruptions
• Influences/ Trends
• Needs and Beliefs
• Insights
• Journeys
• Experience
Photo by Tim Marshall on Unsplash
The purpose of digital transformation is to change how a
company provides value to its customers.
2/5/19 8Namrata Balwani

9. Democratisation
through Digital
Technology Brands
Distribution Content
Payments Analytics
Photo by Steven Lelham on Unsplash
2/5/19 9Namrata Balwani

10. The Changing Customer
& The Power Of Choice
INSTANT INDECISIVE
PERSONALISATION
POWERED
Photo by Nathan Dumlao on Unsplash
2/5/19 10Namrata Balwani

11. Rethinking Your
Teams and Skills
Photo by Mimi Thian on Unsplash
Omnichannel: End of
Silo driven
specializations,
planned around
customer journeys
and customer state
Agile: Move fast,
work in increments,
test, release,
measure, recalibrate
Data Driven: Insights,
Sales, Marketing,
Customer Service are
all data driven.
Frontline staff critical
to success.
Dynamic: Adaptable
to new trends,
unboxed by
traditional
distribution
Collaborative: Lean
and collaborative
rather than
hierarchical and
territorial
Convergence: Org +
Data + Tech + Skills
Continuous: Always
on Marketing,
Contextual,
Personalised, Micro
Segment based
Tech Stack: Data management technology across
the Marketing Stack; CRM, content, email, social,
website, ads, outreach, DMP, BI, analytics,
automation
2/5/19 11Namrata Balwani

12. Principle 2
Photo by Robert Bye on Unsplash
McKinsey Survey 2017
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13. Customer
Experience?
Source: Marketoonist
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14. Our Challenges
Photo by Mikito Tateisie on Unsplash
• No single customer view
• Lead to customer – data flow broken,
not real time
• Core customer interaction dependent
on manual notes
• Multiple applications and data sources
– not integrated
• Member Journey effectiveness
hampered by speed of execution
• No marketing automation or
personalization in comms or
ecommerce
• Loyalty programme sits outside of
membership management
• Reduce CPA and churn/ attrition
2/5/19 14Namrata Balwani

15. What we did
 Identify the objectives
 Plan the customer journeys
 Identify areas of improvement & enhancements for each
key area/ team
 Single Customer View meaning & structure
 Study technology enablers
 Envision the future platform
 Integration and Application Design
 UAT
 Train the Trainer
 Train the Teams
 Live
 Monitor, Test, Iterate, Improve
 Success Plan – what does success look like?
Source: Marketoonist
2/5/19 15Namrata Balwani

16. Customer
Experience?
Making Evangelists of Customers
2/5/19 16Namrata Balwani

17. It’s Just The Beginning!
Namrata Balwani
/namratabalwani
@mysti
Middlesex University Dubai
ICTIS 2019
May 2 2/5/19 17Namrata Balwani