This document discusses digital transformation and customer experience. It defines digital transformation as using digital technologies to improve customer experience and business efficiency, enabling new business models. It provides examples of digital initiatives like mobile apps and personalized experiences. The document examines how to measure an organization's digital maturity and compares performance of digital leaders versus beginners/conservatives. Leaders see greater revenue growth and profitability by heavily leveraging digital capabilities.

2. 2
Definition
 Dim Sum = to touch your heart
 Digital = customer experience
+ business efficiency
+ new business models

3. 3
Examples

4. 4
Etiquette
 Steamed
 Exotic
 Fried
 Dessert
= Burberry Kiss
= Retail Theater
= Single Customer View
= My Burberry Closet*

5. 5
Etiquette
 Steamed
 Exotic
 Fried
 Dessert
= Status App
= Network on Demand
= Single Customer View
= Network Recommender

6. 6
Leveraging Digital
Se#ng
the
Baseline
Sales
Service
&
Support
Overall
Defining
the
Digital
Scorecard*
%
Digital
=
Digital
Touches
Digital
+
Non-­‐Digital
Touches
Digital
Touch
• Transac@on
w/an
ar@fact
• Transac@on
that
changes
an
account
• Direct
and
indirect/API
based
transac@ons
Non-­‐Digital
Touch
• Rep-­‐assisted
transac@ons
(change
acct)
• Rep-­‐assisted
interac@ons
are
included
(info
only)
*Reference
example
only

7. 7
Leaders
outperform
peers
across
industries
Digital
Maturity
varies
by
industry
Digital
capabiliAes
Leaders
Experimenters
Revenue
Growth
+6%
Profitability
-­‐11%
Beginners
Revenue
Growth
+9%
Profitability
+26%
ConservaAves
Revenue
Growth
-­‐4%
Revenue
Growth
-­‐10%
Profitability
-­‐24%
Profitability
+9%
Leadership
capabiliAes
to
drive
digital
transformaAon
(vision,
governance,
engagement)
Leaders
Beginners
ConservaAves
Experimenters
Telecom
Travel
&
Hospitality
High
Technology
Banking
Retail
PharmaceuAcals
Consumer
Goods
Insurance
UAliAes
TransformaAon
Management
Intensity
Digital
Intensity
TransformaAon
Management
Intensity
Source:
Adapted
from
Cap
Gemini
&
MIT
Center
for
Digital
Business
study:
The
Digital
Advantage:
How
digital
leaders
outperform
their
peers
in
every
industry
(2014)
Digital
Intensity
Digital Advantage

8. The End
laura.merling@att.com
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