This document discusses digital transformation through application modernization, DevOps, and cloud migration. It outlines a digital transformation roadmap including assessing maturity, analyzing gaps, and implementing a plan. The SMAC model of social, mobile, analytics, and cloud is presented as an approach to improve customer engagement. Application modernization, DevOps benefits like faster delivery and quality, and cloud migration benefits like flexibility and cost effectiveness are also summarized. The conclusion emphasizes that digital transformation is necessary for organizations to successfully enhance customer experience in today's digital world.

1. Digital Transformation
Improving Customer Engagement using Application
Modernization, DevOps and Cloud Transformation
Asim Ali https://www.linkedin.com/in/asimali1973
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2. Agenda
• Digital transformation and its benefits
• Digital Transformation Roadmap
• SMAC Model
• Application Modernization
• DevOps Transformation
• Cloud Migration
• Conclusion
• Q/A session
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3. Digital Transformation and its Benefits
Digital transformation is the profound and
accelerating transformation of business
activities, processes, competencies and
models to fully leverage the changes and
opportunities of digital technologies and
their impact across society in a strategic
and prioritized way, with present and future
shifts in mind.
Digital transformation through SMAC
(Social, Mobile, Analytics and Cloud) gives
businesses significant advantage over the
competition in winning the battle for the
future
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4. Digital Transformation Roadmap
• Maturity Assessment
• Gap Analysis, Roadmap & Implementation Plan
• Digitization Approach
• SMAC Business Model to improve customer Engagement
• Modernize existing applications
• Build new applications as part of business innovation
• Implement Agile Culture – DevOps Transformation
• Scrum Development
• Continuous Delivery through E2E Automation
• Cloud Migration
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5. SMAC – Approach & its Benefits
• Social media (Twitter, Facebook, LinkedIn, etc.) enable
organizations to engage with their customers informally and
acquire insights about their likes, dislikes, habits and physical
whereabouts, enabling banks to deliver more targeted
messages and provide individual support, ultimately boosting
customer loyalty.
• Mobile channel allows customers to engage in transactions
anywhere, anytime, increasing convenience for them while
also providing insights into customers’ on-the-go habits and
preferences which help
• Applying data analytics technology to analyze the data
gathered from customers’ social and mobile behavior enables
organizations to gain a more granular understanding of their
customers’ preferences and serve customers based on these
insights;
• Cloud technology provides the platform and infrastructure to
deliver customized technology and services in real time.
Leveraging cloud technology allows organizations to collect
and deliver data anywhere, anytime, at a global scale, while
dramatically transforming fixed costs into variable ones.
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6. SMAC - Improving Customer Engagement 1/3
• Identify and understand customers
• Identity-driven touchpoints are designed to identify and understand who the prospect or customer is. Data points
include, but are not limited to, demographics (e.g., age, gender, occupation, income), psychographics (e.g., values,
attitudes, lifestyles), behavioral attributes (e.g., frequency of purchase preferred contact/transaction channels) and
value-based attributes (e.g., actual or potential revenues, costs of maintaining relationships, servicing).
• Deliver value through Omni-channel
• Digitally enabled customer touchpoints include mobile web, mobile apps, text messaging, live chat, online customer
communities, live videoconferencing, and self-service portals. These digital channels address the customer need for
convenience.
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7. SMAC - Improving Customer Engagement 2/3
• Improving Customer Responsiveness & Convenience
• 77% of U.S. online adults say that valuing their time is the most important thing a company can do to provide them
with a good experience. Whether it is an Frequently Asked Question (FAQ) section that provides instant answers to
basic questions or a live chat feature that addresses the long waiting times, today’s consumers expect to receive
instant answers and fast issue resolution. Better customer response will result in customer satisfaction.
• Companies that help consumers simplify the purchase journey have customers who are 86% more likely to purchase
their products and 115% more likely to recommend their brand to others. High effort levels are viewed by customers
as a significant barrier to a healthy business relationship.
• Source: IBM Eco-consultancy study
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8. SMAC - Improving Customer Engagement 3/3
• Delivering through Personalization
• By developing a progressive “build-up” of their customers’ profiles that starts long before shoppers make a purchase
decision, companies are better able to customize the customer experience. Consumers are acknowledging that
businesses can influence shopping behaviors by delivering relevant messaging and making shopping experiences
more personal. Personalization plays a key role in their purchasing decisions and improve sales. In exchange for
personalized offers and services, consumers seems willing to share personal information, provided they have control
over it.
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9. Application Modernization Techniques
As part of the digital transformation strategy,
all existing applications need to be digitized.
Enterprise wide application portfolio
analysis should be performed to implement
shared services by identifying and
consolidating any duplicate applications and
services used by different departments.
The objective is to enable all the applications
to communicate with each other as well as
with the web.
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10. DevOps Transformation - Benefits
Faster Time to Market
“Rapid deployment of new
features”
Revenue increase
“Cost reduction across IT
delivery”
Better Quality
“Reduce production incidents”
High Throughput
“Efficiency of scale”
 Organizations can bring solutions to market more quickly
 New feature deployment time can be reduced from months and week
to days and hours.
 Implementing agile techniques such as scrum development and test
automation will reduce development cost
 Rapid releasing of good code can unlock market value and raise
revenue – beating back competitors who are swarming after the
same customers.
 Leveraging automation throughout the continuous delivery pipeline
will reduce errors caused by manual human interventions
 Left shift of quality assurance activities will assure that defects are
uncovered and resolved before application deployment to production
 Improved efficiency through continuous integration, continuous
deployment, continuous testing and continuous monitoring
 Teams are more productive, increased customer satisfaction through
better usability
Benefits Details
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11. Cloud Migration - Benefits
Speed & Flexibility
“Up and running in no time”
Scalability
“Allows easy increase /
decrease”
End-To-End
“Interconnect Systems and
3rd Parties”
Cost-Effectiveness
“More Affordable”
 Up and running faster no equipment ordering and installation lead
times
 On-demand provisioning of configured images (not bare metal)
within minutes
 Provision new applications into the architecture quickly
 Use only what you need, adjust up / down to meet the needs,
changes applied rapidly
 Site to Site VPN created as the “Tunnel” among systems and 3rd
Parties
 Back-up image available as a secondary site in event of a disaster
 Easy transaction syncing across systems
 Ability to move expenses from Capex to Opex as needed
 Cheaper to outsource than do it in house
 Focus on business value activities by letting us maintain and manage
the environment
Benefits Details
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12. Conclusion
 Digital disruption is already taking place in all services sector and
the rapid speed of the changes that are occurring is likely to
increase further in the near future.
 Without integrated devices and social technologies, it will be
difficult for businesses to encourage organization-wide
collaboration and efficiency should legacy tools be retained
 Digital transformation has now become a pressing necessity
rather than an option for an organization to be successful
through enhanced customer experience.
 Businesses must design and execute rapidly while staying flexible
and open to continuous feedback from customers and users
because companies who understood what customers want from
their omni-channel journey, and provide a personalized
customer experience became successful today.
 Questions?
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