The document discusses the importance of digital transformation for businesses, highlighting key components such as customer experience, analytics, and cloud solutions. It cites rising consumer expectations and the need for companies to adapt to maintain competitiveness. It also emphasizes the role of technology in improving customer interactions and operational efficiency across various industries.

1. DIGITAL TRANSFORMATION IN 2015:
Laying the Groundwork for Success
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PERFICIENT
PROFILE
Founded in 1997
Public, NASDAQ: PRFT
2014 projected revenue ~$454 million
Major market locations:
Allentown, Atlanta, Ann Arbor, Boston,
Charlotte, Chicago, Cincinnati, Columbus,
Dallas, Denver, Detroit, Fairfax, Houston,
Indianapolis, Lafayette, Milwaukee,
Minneapolis, New York City, Northern
California, Oxford (UK), Philadelphia,
Southern California, St. Louis, Toronto,
Washington, D.C.
Global delivery centers in China and India
>2,600 colleagues
Dedicated solution practices
~90% repeat business rate
Alliance partnerships with major technology
vendors
Multiple vendor/industry technology and
growth awards
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ABOUT PERFICIENT
Perficient is a leading information
technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology
solutions that integrate business processes, improve
worker productivity, increase customer loyalty and create
a more agile enterprise to better respond to new
business opportunities.
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OUR SOLUTIONS PORTFOLIO
INDUSTRIES
Healthcare
Financial Services
Life Sciences
Retail & Consumer Goods
Automotive & Transportation
High Tech
Telecom
Energy & Utilities
Manufacturing
Media & Entertainment
PORTAL
Portal Frameworks
Search
Security
Web Analytics
Web Content Management
Social & Collaboration
Mobility
Experience Design
INTEGRATION
Integration Frameworks
Cloud Architecture
Reference Architecture
Application Integration
Enterprise Application Integration
Service Oriented Architecture
Process & Content Integration
Business Process Management
Complex Event Processing
Rules Engines
DATA & CONTENT
Business Analytics
Business Intelligence
Predictive Analytics
Reporting
Structured Data Management
Data Integration, Quality & Governance
Enterprise Data Warehouse
Master Data Management
Product & Information Management
Unstructured Data Management
Big Data
Content Intelligence
Content Management
Enterprise Search
CUSTOMER EXPERIENCE
Customer 360
Multi Channel Enablement
Relationship Management
Social Engagement
Commerce
Marketing Strategy Implementation
Order Management
Supply Chain Management
Service & Support
Managed Hosting
Sales & Service Support
Customer Service, Sales Force Automation
Experience Design
Strategic Roadmaps & Envision Workshops
User Research & Metrics Analysis
Creative & Interaction Design
Custom & Responsive UI Development
Digital Marketing
Search Engine Marketing
Online Advertising
Content Strategy
Conversion Optimization
Management ConsultingBUSINESS OPERATIONS
Corporate Performance Management
Budgeting, Forecasting & Planning
Business Analysis & Predictive
Analytics
Enterprise Business Solutions
Oracle EBS
Vertex Tax Solutions
Human Resource Solutions
Employee Portals
Human Resource Management
Talent Management
Enterprise Social Platforms
Social Strategy
Lync Unified Communications
Office 365
Management Consulting
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PRESENTERS
Michael Porter, Perficient
Managing Principal
Strategic Advisors Team
Twitter: @porteronportals
Neetu Shaw, Perficient
Principal, Enterprise
Information Solutions
Strategic Advisors Team
Eric Roch, Perficient
Principal, IT Modernization
Strategic Advisors Team
Twitter: @eroch2
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“Digitalization and the digital business
are catalysts of change that are
affecting the human-machine
relationship and driving better
customer outcomes.”
– Gartner
https://www.gartner.com/doc/2864817/top--strategic-predictions-digital
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THE CHALLENGE
7
Rising Consumer
Expectations
Amazon, Zappos, Facebook,
Apple, et al are redefining
service, speed and
ease-of-use
Continual
Connectivity
Adoption of digital channels
is driving demand for choice
and connectedness
Organizational
Velocity Wins
Tech lowers barriers to entry
and increases speed; slow
response invites disruption
Abundance of Consumer
Data
Requires competency in
turning complex data into
business insight
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8. 8#PerficientDigital

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HILTON’S
CHALLENGE
Think of Hilton’s
competitive landscape
Part of the overall travel industry
• Airlines and rental car companies let you pick
your seats and car
Part of a very competitive lodging industry
• Lower margins
• Heavily impacted by economic conditions
• Constant and changing competitive
differentiators
– Heavenly Bed
– Free Internet
Many travelers report issues with hotels
• 30% hate waiting for a clean room
• 28% dislike room location
• 20% dislike room features
• 2 out of 3 wish they could choose their room
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HILTON’S
DIFFERENTIATOR
Recreate the Guest Experience
New and better mobile application
• Pick a room the day before
• Add in special room requests
• Your phone is your room key
• Easy check-out from the phone
Many features available on the web as well
Rolled out to
• 4,000 properties
• 650,000 rooms
• 40 million Hilton Honors Members
• 80+ countries
• 18,000 team members
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HILTON’S
IMPLICATIONS
Function: Pick my room
Impacts: • Store room maps
• Setup process to update maps
• Setup API to make map calls
• Change one or more back end
systems……
Function: My phone is my key
Impacts: • Update 650,000 locks
• Use NFC or other standard on
phone for locking function
• Enable the key to work within
specified dates
• Setup a process for lost phones
Function: Make it fast
Impact: • Cloud storage?
• Solve last mile?
• Solution for no signal?
Function: Make it global
Impact: • Support multiple languages
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TRANSPORTATION
CHALLENGE
I have a great idea, let’s create a
better experience for our bus
passengers.
Let’s make the entire
experience digital.
From planning to booking to
traveling, customer can interact with
us via multiple digital channels.
This will help us win business from
airlines on short routes and against
other transportation companies.
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TRANSPORTATION DIFFERENTIATOR
New APIs
Bus driver
app
Key
process
changes
Brand new
systems
Analytics to
improve
experience
and offers
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KEY COMPONENTS
TO DIGITAL
TRANSFORMATION
WHAT ARE SOME KEY COMPONENTS TO
DIGITAL TRANSFORMATION?
1. Customer Experience – it has to be related
2. Web Content and Digital Experience
3. Preparing yourself for mobile
4. Cloud and the experience
5. Responding to your customer with a personalized
approach
6. Gaining Insights using analytics
7. Extending digital transformation across the
enterprise
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PRODUCTS
BROADCAST
PUBLICATIONS SOCIAL
EVENTS
DIRECT MAIL
IN STORE
WEB
MOBILE
EMAIL
BRANCH
GAMING
CUSTOMER EXPERIENCE:
THE SUM OF ALL INTERACTIONS W/ A BRAND
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CX LEADERS OUTPERFORM THE MARKET
6-year stock performance of customer experience
leaders vs. S&P 500 vs. laggards
Source: Watermark Consulting
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ACHIEVING CUSTOMER EXPERIENCE MATURITY
CREATE
customer experiences
DELIVER
customer experiences
1
Customer
Insight
6
Operations
2
Strategy
3
Design
Processes
4
Enabling
Technologies
5
Measurement
SUSTAIN
customer experiences
7
Culture
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YOUR SITE REMAINS THE HUB OF DIGITAL EXPERIENCE
Social
Media
Community
CRM
Marketing
Mgmt
Analytics
Apps /
Integration
Video
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“Digital has transformed the ways in
which customers discover, explore,
buy, and engage …. By 2017, digital
touch points like mobile devices will
influence 50% of US retail sales, and
10% of all sales will be online.”
- Forrester
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User Research
Interaction Design
Visual Design
Rapid Prototyping
Usability Testing
Experience Design
Monolithic vs. Microservices
Cloud-Native
Platform Selection
Framework Selection
Services Design
Application Security
API Governance
Solution Architecture
UI Development
Application Development
Services Integration
Automated Unit Testing
Performance Testing
Continuous Integration
Custom Development
Code Signing
App Certification
App Provisioning
App Distribution
Device Management
Analytics
DevOps
Deployment
MOBILE DEVELOPMENT LIFECYCLE
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• Microservices vs. SOA
• Consistent and intuitive API design
• Published, reusable APIs
• Leverage SOA investments
• Lightweight API governance Developer
community portal
• Protocol mediation – Web Services to
REST/JSON
• Security handshakes
• API monitoring
• API traffic throttling
MOBILE CONNECTIVITY – WEB APIs
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A roadmap that defines mobility efforts in the context of a
program that meets business goals. The roadmap will also
defined activities needed to create a consistent user
experience, comprehensive architecture and standardized
application development practices.
The roadmap will include activities to addressing the
following needs:
• Business vision and goals
• User experience and branding
• Application integration architecture
• Development approach and lifecycle
• Organizational suture and governance needs
• Development tools and framework needs
• Define Quick-win Pilot Project
• Program timeline, budget, iterations
DEVELOPING THE MOBILE CHANNEL
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“Digital businesses rely on the agility,
scalability and other attributes of cloud
solutions… IT leaders need to constantly
adapt their strategies to leverage
increasing cloud capabilities..”
– Gartner
http://www.gartner.com/technology/research/predicts/
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CLOUD TRENDS AND THE DIGITAL TRANSFORMATION
• Competitive pressure from new entrants
with lowered technology barrier – big-bang
disrupters
• The competitive pressure on IT costs and
agility – cheaper and better
• User expectations for high performance
and availability – Age of the Consumer
• Digital businesses relies on the agility,
scalability and velocity
• Cloud and DevOps mutually symbiotic
solutions for agility and velocity
• The rise of business software platforms
and reference architectures
Solution Reference
Architecture
Cloud and DevOps
Ready
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CLOUD CANDIDATE INVESTMENTS AND APPROACH
• Portfolio Analysis and Digital Use Cases:
• Content Management
• E-Commerce
• Customer service with social networks
• Big Data/Predictive Analytics
• Inventory and categorization of workloads
• Maturity and Readiness
• Value/Risk Analysis
• Cloud Provider Categorization and Architecture
Best Fit
• SaaS, Reference Architecture and Managed
Solution Offerings
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“Empowered customers are disrupting
every industry…. In this age of the
customer, the only sustainable
competitive advantage is knowledge of
and engagement with customers”
- Forrester
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WHY CUSTOMER EXPERIENCE ANALYTICS MATTER?
50%
of CONSUMER
INTERACTIONS 50%
Willing to pay more
for customized
health plans
43%
Those that deliver poor
experiences underperform
by more than 45%
...of the 13 industries tracked by
Forrester, health insurance
companies rank last in terms of
consumer experience.
Companies that prioritize consumer
experience generate 60% higher
profits than their competitors
Percent of consumers that get
frustrated when presented with an
inconsistent experience across
channels
65%
MORE
THAN
Increase in
Consumer
Retention
Increase in
Company
Value
10%
= 30%
The market for individual
coverage is growing. It is
estimated to be worth
$200 billion by 2019.
multi-channel journeyoccur during a multi-event,
+60%
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Contextual-
based
Personalization
Behavioral-
based
Personalization
Persona-based
Personalization
Journey-based
Personalization
Structured Data
(5-20% of Total)
Point-of-Sale
Text Messages
Contracts &
Regulatory
Preferences &
Emotions
Security Access
Weather
Machine Data
Automobile
Mobile
Communications
Geospatial
Social
Digital Data Ecosystem
EXPLODING SOURCES OF DATA - IMPACT
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360-DEGREE VIEW OF THE CUSTOMER
Traditional Data Sources Big DataSources
Addresses &
contact details
Contracts
and accounts
Identifiers
Call
center logs
Unstructured
documents
Email text
and sentiment
Relationships Social MediaSentiment
THE WHY & THE WHAT?
 Deliver Better Insights
 Sharper Competitive Edge
 Make Customer’s Experience Personalized
 Develop Trusted Relationships
 Encourage Loyalty & Accelerate Sales
Big Data is the new normal.
Creating a continuous, seamless virtual cycle of targeting the right customer with the
right offer @ the right time!
THE HOW?
 Federate search, discovery and navigation securely
 Integrate high-quality structured & unstructured data
 Manage new data types and navigate quickly
 Create a single, up-to-date view of customers
 Leverage Hadoop systems
 Assess streaming data sources
 Collect all customer data at one central location
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Ability to
identify and
focus on the
most
valuable
consumers
Unify
consumer
experience
across all
touch points
Target
consumers
with
personalized
offers across
multiple
channels
Predictive
analytics to
enable cross-
sell / up-sell
Closed loop
analysis and
continuous
optimization
Advanced customer segmentation
Visibility into customer behavior including
digital and mobile adoption
Deeper understanding of customer needs for
tailored product offerings
Better insight into customer acquisition
and reasons for attrition
Consistent customer experience across
products and channels
Next best offer generation
ANALYTICS IMPERATIVE
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BIG DATA DRIVES DIGITAL
Customer
Analytics
Web
Analytics
Media
Analytics
Multi-
channel
Analytics
Social
Analytics
Mobile
Analytics
Source Wrangle Data Model & Tune Operationalize
At-rest
&
In-motion
Unified Data Management Architecture
Governance Based on Big Data Realities
Agile Business Process Change Management
 Data Ingestion
 Metadata
Management
 Data Access
 Data Preparation
Tools
 Data Discovery
&Visualization
 Wrangling Tools
 Business Glossary
& Search
 Data Access
 Data
Discovery &
Visualization
 Analytical
Tools
 Analytical
Sandbox
 Business
Created
Reporting
 Model
Execution &
Mgmt
 Knowledge
Mgmt
(Portal)
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Digital transformation defined:
“The realignment of, or new investment
in, technology and business models to
more effectively engage digital
customers at every touchpoint in the
customer experience lifecycle.”
- Altimeter
http://www.briansolis.com/2014/07/2014-state-digital-transformation/
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Strategy
Customer
Insight
Design
CultureGovernance
Measurement
Technology
1 2 3 4 51 2 3 4 5
EMBEDDED
ENGAGED
COMMITTED
INVESTED
INTERESTED
5
4
3
2
1
Maturity score
5 levels of
maturity
ASSESS YOUR MATURITY
How prepared are you?
No single solution area outweighs another
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Context
and
Capability
Insight
Vision and
Goals
Strategy and
Experience
Modeling
Road Map
and
Rollout
Planning
• Stakeholder Interviews
• Primary Research
• Key Customer Journeys
• Maturity and Opportunity
Assessments
• Competitor Strengths
and Positioning
Assessment
1 2 3 4
Execution and
Optimization
Develop actionable
insights that frame the
problem and inform
solution ideation
Envision and articulate
high-value future state
scenarios and objectives
Identify key initiatives
along with operational,
technical and platform
requirements
Prioritize initiatives based
on effort and impact to
guide implementation
• Core Initiatives
Definition and Scoping
• Experience Pillars
• Future State Experience
Definition
• Concept Validation
• Road Map and
Implementation Plan
• Identification of Quick
Wins vs. Long-term
Initiatives
• Investment and
Resource Analysis
• Work Stream Planning
• Change Management
Planning
UNDERSTAND THE PROCESS
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EXTENDING YOUR DIGITAL TRANSFORMATION
DIFFERENT
CONSTITUENTS
• Partners
• Field Service
• Customer vs. consumers
• Employees
NON-TECHNICAL ASPECTS OF
DIGITAL TRANSFORMATION
• Process change
• Governance
• Cost Justification
• Change Management
• Data Science
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FOLLOW US ONLINE
Next up:
How Customer Experience
Drives Digital Transformation
Wednesday, February 25
bit.ly/DTseries2
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• Facebook.com/Perficient
• Twitter.com/PRFT_Transform
• Blogs.perficient.com/digitaltransformation/
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