A holistic approach to Digital Strategy

1. Delta Digital Framework
Often, Digital strategies that companies follow have a unitary focus toward Customer
interaction and related interfaces only. My View: A true Digital Enterprise mustMy View: A true Digital Enterprise must
leverage Digital for all its interaction points - Customers, Employees andleverage Digital for all its interaction points - Customers, Employees and
Suppliers/PartnersSuppliers/Partners . I propose the Delta Framework for Digital strategy.
Customer Facing
Customer interaction is deGnitely the most important or leading initiative for any digital
transformation. The focus areas for an effective Digital Strategy for Customer should include:
1. An optimized customer journeyAn optimized customer journey - Supported by Digital technology with true Omni-
Channel awareness and interaction in a seamless manner. Seamless integration with
Social Media where majority of the Digital enterprises customer’s spend signiGcant
chunk of their digital time.
2. Predictive and Prescriptive InteractionsPredictive and Prescriptive Interactions - Digital enables the enterprise to collect
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2. massive amounts of Data about their customers. Using enabling technologies like Big
Data, Fast Data, and Intelligent Computing (Machine Learning, AI), enterprises should
enable the customers to experience true beneGts of Digital with a deeper knowledge of
the customer.
3. API IntegrationAPI Integration - Customers may not always spend their in the enterprises digital
assets or interfaces. The modern competitive digital enterprise must enable and
encourage Digital Collaborative Interfaces - 3rd party aggregator apps, sites etc to
interact via APIs so that the digital interaction may result in a business transaction with
the enterprise through its APIs.
Employee Facing
All Modern Digital enterprises have a problem and an opportunity. All or most of their new
employees are millennials, who grew up in the digital world. Their expectations of companies
internal systems are much more sophisticated. A truly effective digital enterprise will view
this as an opportunity to attract the best and brightest employees by offering a delightful
digital employee journey
1. Modern CRM systemsModern CRM systems - For effective and holistic customer management and support,
Customer life time value analysis and life cycle management
2. Digital HCM and Employee JourneyDigital HCM and Employee Journey - Through the complete journey of the employee
through the enterprise with streamlined recruiting, on-boarding, performance
management, self service etc the enterprise must provide effective digital interfaces for
their employees
3. Financial SystemsFinancial Systems - For the Gnance Department of the company to effectively conduct
their work with GL, AR/AP etc.
4. Supplier Management SystemsSupplier Management Systems - To effectively manage the companies suppliers
Supplier or Partner Facing
This is the last face of the digital enterprise facing its suppliers and partners. The Digital
enterprise must enable effective systems for all aspects of the supplier interfaces that will
give it true differentiation from its competitors.
1. Digital Supply ChainDigital Supply Chain - Digital interface to manage the supply chain, PO Process,
Shipping notiGcations etc where the suppliers and the employees can collaborate.
2. Invoicing, AR/APInvoicing, AR/AP - Streamlined interfaces for suppliers to submit invoices, track AP
status etc
3. API Based connectivityAPI Based connectivity - Interfaces for automated integration of all aspects of the

3. Renjith Ramachandran
rramachandran@smu.edu
supply chain. Modern form of Digital EDI.
4. Digital Supplier HubsDigital Supplier Hubs - The most effective of the enterprises will establish Digital
supplier hubs that can act as trading platforms, where suppliers can compete against
each other to satisfy the enterprises needs.
In order to support and enable these 3 Faces of a Holistic Digital enterprise, the enterprise
must develop the following key competencies.
1. Digital Technology ExpertiseDigital Technology Expertise - Mobile, Responsive Web, Single Page Architectures,
Server less architectures, Micro Services, Social Integration etc form the arsenal of tools
and techniques necessary for implementing effective digital enterprises
2. API ManagementAPI Management - Expertise in creating and managing APIs for all aspects of core
capabilities of the enterprise.
3. Big Data/Fast DataBig Data/Fast Data - Due to the enormous volume and velocity of the data generated
by a digital enterprise, expertise in collecting and leveraging this data in both real-time
and batch modes is critical.
4. AI & Machine LearningAI & Machine Learning - Leverage the Data collected for supervised learning systems
to enable more sophisticated predictive and prescriptive interfaces with all faces
(Customers, Employees, Suppliers) is another core capability.
Why Delta?
Delta creates a virtuous cycle of Business performance by connecting together the most
important constituents - Customers, Employees and Suppliers all into improved performance.
Customers are more satisGed and conduct more transactions with the business
improving top line revenue.
Employees are happy, serves the customers better, are more productive and results in
improved SG&A.
Suppliers are able to conduct their business more e`ciently, optimizing all aspects of
supply chain, reducing overall COGS.