The drive towards digital transformation begins with the customer and extends far into the company, affecting every area of an organization from vision and strategy to architecture, technology, and operational changes. Digital transformation is a complex maze to navigate and requires rethinking and realigning your strategy and organization for success. Perficient’s digital transformation strategists Michael Porter and David Stallsmith led a roundtable discussion with guest speaker Nigel Fenwick, Vice President and Principal Analyst covering digital business strategy with Forrester Research. The discussion focused on how companies must structure their organizations across people, process, and technology to achieve a successful digital transformation. Our speakers touched on a broad range of topics from current trends, roadmaps, and technology you can use to create a better vision, to developing the proper tactics, strategy, and the benchmarks that will enable you to demonstrate value to your customers and your company. Topics included: • Crafting a vision that works for your company • Understanding where you are on your journey • Aligning executive vision with business and IT roles • Making the business case for digital transformation • Combining tactical projects with the digital transformation strategic vision • Uncovering and managing technology gaps

1. Rethink and Realign for Digital
Transformation Success
facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient
#PerficientDigital

2. 2#PerficientDigital
Perficient is a leading technology and
management consulting firm serving Global
2000 and enterprise clients throughout
North America.
We deliver digital experience, business optimization and
industry solutions that enable clients to improve
productivity and competitiveness; strengthen
relationships with customers, suppliers, and partners;
and reduce costs.
ABOUT PERFICIENT

3. 3#PerficientDigital
PERFICIENT PROFILE
Founded in 1997
Public, NASDAQ: PRFT
2014 revenue $456.7 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), Southern California, St. Louis, Toronto
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

4. 4#PerficientDigital
INDUSTRIES
Healthcare
Financial Services
Life Sciences
Retail & Consumer Goods
Automotive &
Transportation
High Tech
Telecom
Energy & Utilities
Manufacturing
Media & Entertainment
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 Mgmt
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 Consulting
OUR SOLUTIONS PORTFOLIO
PORTAL
Portal Frameworks
Search
Security
Web Analytics
Web Content Management
Social & Collaboration
Mobility
Experience Design
BUSINESS 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

5. 5#PerficientDigital
PRESENTERS
Nigel Fenwick
Vice President, Principal Analyst
Forrester Research
Blog: http://bit.ly/nigelblog
@NigelFenwick
Michael Porter
Managing Principal
Perficient
Michael.Porter@perficient.com
@porterondigital
David Stallsmith
Director, Customer Experience &
Digital Transformation
Perficient
David.Stallsmith@perficient.com

6. 6#PerficientDigital
DISCUSSION ITEMS
Source: Wikimedia Commons, Erik Strandberg
• Crafting a vision that works for your company
• Understanding where you are on your journey
• Making the business case for digital transformation
• Using digital transformation strategy and vision to drive
tactical initiatives
• Uncovering and managing technology gaps

7. 7#PerficientDigital
Crafting a vision that works
for your company

8. New digital experiences drive changes in
expectations

9. 9© 2014 Forrester Research, Inc. Reproduction Prohibited
Inside-out
Capabilities
Processes
Technologies
Resources
Service
Replace your inside-out viewpoint . . .

10. 10© 2014 Forrester Research, Inc. Reproduction Prohibited
Inside-out Outside-in
Capabilities
Processes
Technologies
Resources
Journeys
Contexts
Touchpoints
Personas
Service
Customer
objectives
. . . with an outside-in, customer value perspective

11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11
Companies must rethink how they
create value for customers
Old New

12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12
Digital services form dynamic ecosystems of
value that represent the real world
Source: Forrester: March 2015 – “How To Craft A Better Digital Vision”

13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
People create their dynamic ecosystem of value
to satisfy their desires
Source: Forrester: March 2015 – “How To Craft A Better Digital Vision”

14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14
Sephora acquired digital innovator
Scentsa
Create value through experiences & outcomes
Julie Bornstein, CMO
Sephora
“Everyone wants to do something
digital, but we think we really
figured out how to use digital to
create value for the consumer.”
Source: Forrester: March 2015 – “How To Craft A Better Digital Vision”

15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15
Your digital vision must …
›Focus on customer: How will we create
value for customers in the future?
›Inspire employees: How must our
business change?
›Paint a picture of future success: What
will our business look like in the future?

16. 16#PerficientDigital
Understanding where you
are on your Journey

17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17
Source: Forrester: March 2015 “Digital Predator Or Prey”
Assess your starting point
© 2015 Forrester Research, Inc. Reproduction Prohibited
Digital Prey
Digital
Operators
Digital
Predator
Digital
Connectors

18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18
Business Technology
(BT):
The systems,
technologies, and
processes to win,
serve, and retain
customers.
Source: Forrester: March 2014 “Unleash your Digital Business”

19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19
Four dimensions of digital maturity

20. 20#PerficientDigital
TRANSFORMATION STRATEGY PROCESS
Context &
Capability
Insights
Vision &
Goals
Strategy &
Experience
Modeling
Road Map &
Execution
Planning
1 2 3 4
• Gather insights
• Size up capabilities
• Analyze gaps and
opportunities
• Frame challenges
and objectives
• Develop digital
vision and high
level goals
• Identify key
initiatives
• Define technical
and operational
requirements
• Develop business
case for investment
• Prioritize initiatives
based on effort and
impact
Execution &
Optimization

21. 21#PerficientDigital
CREATE
customer experiences
customer
insight
strategy
design
process
A
CXIQ MATURITY ASSESSMENT

22. 22#PerficientDigital
operations
enabling
technologies
A
CXIQ MATURITY ASSESSMENT
DELIVER
customer experiences
measurement
customer
insight
strategy
design
process

23. 23#PerficientDigital
operations
enabling
technologies
A
CXIQ MATURITY ASSESSMENT
CREATE, DELIVER & SUSTAIN
customer experiences
measurement
customer
insight
strategy
design
process
culture

24. 24#PerficientDigital
• Dives deep into an organization’s digital operations
• Assesses all gaps or barriers to business agility
• Focuses on a wide range of technologies:
- Cloud
- Integration
- BPM
- CRM
- WCM/Digital Experience
- Marketing Automation
- Big Data
- Predictive Analytics
- Web Analytics
- Mobile
• Uses a protocol defined by many Perficient experts
DEEPER TECHNICAL ASSESSMENT

25. 25#PerficientDigital
Making the business case for
digital transformation

26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26

27. © 2015 Forrester Research, Inc. Reproduction Prohibited 27
Digital

28. © 2015 Forrester Research, Inc. Reproduction Prohibited 28

29. © 2015 Forrester Research, Inc. Reproduction Prohibited 29
Digital
Bolt-on is not
a winning strategy.

30. © 2015 Forrester Research, Inc. Reproduction Prohibited 30
A customer value
oriented strategy
pays dividends

31. © 2015 Forrester Research, Inc. Reproduction Prohibited 31
Metrics of success
› Rate of new customer acquisition
› Average lifetime value of customers
› Customer attrition rate
› Customer experience index score
› Brand sentiment analysis / brand value
› Net change in sales (not just digital channels)

32. 32#PerficientDigital
CX ADAPTERS REAP BENEFITS
Source: Gartner Research, “Leading on the Edge of Chaos”, 2013, Emmet Murphy and Mark Murphy)
60
Companies that prioritize
customer experience
generate 60% higher profits
than competitors

33. 33#PerficientDigital
CX ADAPTERS REAP BENEFITS
Increase in
Company
Value
=
Increase in
Customer
Retention
10
Source: Bain & Company Study
%
30%

34. 34#PerficientDigital
Using digital transformation strategy and
vision to drive tactical initiatives

35. 35© 2014 Forrester Research, Inc. Reproduction Prohibited

36. © 2015 Forrester Research, Inc. Reproduction Prohibited 36
Source: June 2014 “Emerging Business Technology Priorities”
Seek the customer
experience zone of
disruption

37. © 2015 Forrester Research, Inc. Reproduction Prohibited 37
Digitize end to end customer experiences
Source: Direct Energy

38. © 2015 Forrester Research, Inc. Reproduction Prohibited 38
Source: http://support.nest.com/article/What-is-Rush-Hour-Rewards
Digitize inside your customer’s ecosystem of value
Source: Forrester: March 2015 – “How To Craft A Better Digital Vision”

39. Scale experience through trusted machines

40. © 2015 Forrester Research, Inc. Reproduction Prohibited 40
Digitize for agility over efficiency

41. 41#PerficientDigital
Experience
Strategy &
Design
Implementation
Road Maps
& Platform
Selection
Industry
Expertise
Operational
Alignment
CROSS-DISCIPLINARY APPROACH

42. 42#PerficientDigital
1 Strategy
2 Execution
3 Optimization
BIG PICTURE
Operations
Customer
Experiences
• Assessments
• Customer Journeys
• Vision & Goals
• Change Program Planning
• Road Maps
• Business
Requirements
• User Interface
Design
• Prototyping
• Front End
Development
• Concept
Development
• Cloud
• Big Data
• Cultural
Change
• Integration
& APIs
• Commerce
• Campaign
Managemen
t
• CRM
• Mobile
• Support Net
• Digital Marketing
Operations
• Cloud Hosting
• Web
Analytics • Site Hosting &
Support
• Usability
Testing
• Information
Architecture
• User
Research
• Web
Analytic
s
• Strategy Development
• A/B Testing

43. 43#PerficientDigital
Uncovering and managing
technology gaps

44. © 2015 Forrester Research, Inc. Reproduction Prohibited 44
Uncover gaps that create sub-standard experiences
and outcomes
Journey Experience
touch points
Discover
Get Support
Buy
Use
Evaluate
Digital/Phone/Inperson
Systemsofengagement
Middleware
Systemsofrecord
Supporting Technology Stack

45. 45#PerficientDigital
Self-service
Problem Resolution
Product Discovery
Purchase
JOURNEY MAPPING DRIVES INSIGHT
ORGANIZATIONAL SILOS
TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing
Source: McKinsey & Co, 2013

46. 46#PerficientDigital
• Visual representation of user journeys
across brand touch points
• Enabled a large intercity bus company to
better understand how their customers
engage with the company, brand,
partners and staff
• Identifies opportunities for improvement
EXPERIENCE MAPPING

47. 47#PerficientDigital
Self-service
Problem Resolution
Product Discovery
Purchase
JOURNEY MAPPING = INSIGHT
ORGANIZATIONAL SILOS
TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing
Source: McKinsey & Co, 2013

48. 48#PerficientDigital
QUESTIONS?
Please submit your questions in
the chat box

49. 49#PerficientDigital
FOLLOW US ONLINE
• Perficient.com/SocialMedia
• Facebook.com/Perficient
• Twitter.com/PRFT_Transform
• Blogs.perficient.com/digitaltransformation/
Registration Coming Soon…
Enabling a Personalized Consumer Experience with Data
Thursday, August 20 | 1:00 PM CT

50. 50#PerficientDigital
DOWNLOAD YOUR GUIDE TODAY
http://www2.perficient.com/DT-Success
DIGITAL
TRANSFORMATION
PART ONE: LAYING THE
GROUNDWORK FOR SUCCESS