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Lightning Talk #8: Digital Transformation in Asia – The Real Deal by Kanika Agarwal

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Digital Transformation has become a heart throbbing topic for every business, leader and employee. Many don’t know what it is but everyone still wants to be a part of it. Leaders know its importance yet they are struggling with how to drive digital transformation.

In her presentation Kanika would like to share about the state of digital transformation in Asia and a step by step guide on how to become a digital enterprise.

Published in: Design
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Lightning Talk #8: Digital Transformation in Asia – The Real Deal by Kanika Agarwal

  1. 1. 1 DIGITAL TRANSFORMATION IN ASIA UNDERSTANDING UX IN THE BIGGER PICTURE OF CX www.passionpeers.com kanika@passionpeers.com +65 98750611 10 Anson Road, International Plaza, Singapore City - 079903.
  2. 2. 2© 2016 - Copyrights to Passion Peers. Not to be reused without permission Presenter KANIKA AGARWAL Founder and CEO, Passion Peers @DigitalKanika #UXSG
  3. 3. 3© 2016 - Copyrights to Passion Peers. Not to be reused without permission User Experience in the bigger picture of Customer Experience.
  4. 4. 4© 2016 - Copyrights to Passion Peers. Not to be reused without permission Audience Poll 1 Is your Organization undergoing Digital transformation? 2 Are you mapping the customer journey and know all the digital touch points of your customers? Yes No or Yes No or
  5. 5. 5© 2016 - Copyrights to Passion Peers. Not to be reused without permission Is Digital Transformation being misunderstood? 88% are undergoing digital transformation 25% mapped the journey Journey Mapping with a focus on customer journey and new digital touch points. Source: State of Digital Transformation in 2014, Altimeter Study
  6. 6. 6© 2016 - Copyrights to Passion Peers. Not to be reused without permission What is Digital Transformation? The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumer at every touch point in the customer experience lifecycle.” – Altimeter and Brian Solis “
  7. 7. 7© 2016 - Copyrights to Passion Peers. Not to be reused without permission What is Digital Transformation? Digital transformation is a process. Objective is to understand the physical and digital touch points of your potential and existing customers to give them a seamless experience. It starts with organizational alignment where people & a digital mindset are at core . Adoption of digital platforms, tools and techniques are the catalyst. Organization's ecosystem and business processes are subjected to change.” - Passion Peers “
  8. 8. 8© 2016 - Copyrights to Passion Peers. Not to be reused without permission Shifting Focus to Asia Digital Transformation Search Term 2005 2007 2009 2011 2013 2015 Interest over time: Regional interest 100 78 51 40 29 19 India Australia United Kingdom Germany France United States With internet population at 33.5%, nearly 50% of the world’s internet users live in the APAC APAC accounts for nearly 55% of global mobile ownership (around 2.5 billion users) and that share is expected to reach 60% by 2016
  9. 9. 9© 2016 - Copyrights to Passion Peers. Not to be reused without permission Understanding Digital Transformation in S.E.A 71% 19% 10% Undergoing Digital Transformation Yes No Don’t Know 47% 29% 24% Mapping Customer Touchpoints Yes No Don’t Know Source: Digital Transformation Study in Asia, 100 CXO’s interviewed
  10. 10. 10© 2016 - Copyrights to Passion Peers. Not to be reused without permission Objectives of Organization’s Digital Strategy 76% Improve customer experience and engagement 48% Revenue growth 43% Fundamentally transform business process 43% 38% 38% 14% Improve business decision making Increase efficiency Product Service Innovation Reduce cost Source: Digital Transformation Study in Asia, 100 CXO’s interviewed
  11. 11. 11© 2016 - Copyrights to Passion Peers. Not to be reused without permission Steps/Priorities to start the Transformation Journey 1 2 3 4 5 6 7 8 9 10 Customer Experience (CX) Internal Culture Business Process/ Model Cross Functional Collaboration Digital Use Cases Roadmap Leadership Adopting New Technologies Business Priority Assessment Taking the 1st step
  12. 12. 12© 2016 - Copyrights to Passion Peers. Not to be reused without permission CX = Business/Brand delivered – Customer Expectation You have got to start with the customer experience and work backwards to the technology.” - Steve Jobs “ 1. Customer Experience (CX)
  13. 13. 13© 2016 - Copyrights to Passion Peers. Not to be reused without permission Customer Experience (CX) Which of the above best describes your company’s efforts around the customer journey/experience? 42%25% 12% 12% 3% We have completely mapped out the customer journey within the last year and have a clear understanding of new digital touch-points. We have not officially researched the digital customer journey but we have updates digital touch points with new social and mobile technologies and investments The need to do so hasn’t come up or been made a priority We’ve talked about the need to do so but no one has taken the lead yet We are researching customer behavior now and waiting for results to inform our digital transformation strategy
  14. 14. 14© 2016 - Copyrights to Passion Peers. Not to be reused without permission CX Framework Customer Touch points Physical: Retail Stores, Call Digital: Mobile, Social Media, Content, IoT Customer Insights Persona, Behavior, Analytics, Life Cycle Stage Customer Identity Unique data to map
  15. 15. 15© 2016 - Copyrights to Passion Peers. Not to be reused without permission CX Framework CX CJ CJ CJ UX UX UX UX UX UX UI UI
  16. 16. 16© 2016 - Copyrights to Passion Peers. Not to be reused without permission Customer Experience User Experience CX vs UX
  17. 17. 17© 2016 - Copyrights to Passion Peers. Not to be reused without permission Transformed CX Approach Persona Uni-directional Funnel Survey/Research Led Behavior Segment Networked Funnel Data Driven
  18. 18. 18© 2016 - Copyrights to Passion Peers. Not to be reused without permission Customer Experience Research in Asia Source: Accenture Interactive – CMO Study Insights
  19. 19. 19© 2016 - Copyrights to Passion Peers. Not to be reused without permission “Shift from doing digital to being digital” 2. Culture change is the only constant.
  20. 20. 20© 2016 - Copyrights to Passion Peers. Not to be reused without permission Inside Out Approach 63% see changing company culture as a challenge Digital Mindset & empower to act Being Unconventional and open to risks Renewed vision with people first From Employee Advocacy to Customer Advocacy
  21. 21. 21 In today’s era of volatility, there is no other way but to re-invent. The only sustainable advantage you can have over others is agility, that’s it. Because nothing else is sustainable, everything else you create, somebody else will replicate.” – Jeff Bezos, Amazon “ 3. Re-inventing Business Processes
  22. 22. 22© 2016 - Copyrights to Passion Peers. Not to be reused without permission Re-inventing Business Processes Speed, Innovation, Responsiveness, Lean Innovate with different business models- On Demand, Subscription Based, Shared Economy, E-commerce, From Short – term campaigns to long term strategy Agile Development and Prototyping Manifestos Marketing Automation Tools- for test and learn approach. Be Disruptors From Max Validated Product to Minimum Viable Product Interoperability between IT and OT
  23. 23. 23© 2016 - Copyrights to Passion Peers. Not to be reused without permission New trend- Innovation Labs
  24. 24. 24© 2016 - Copyrights to Passion Peers. Not to be reused without permission Starbucks 1st Chief Digital Officer, Adam Brotman, was ordained by CEO Howard Schultz to start building a more digital business based on current and future trends. 4. Pro- Digital Leadership
  25. 25. 25© 2016 - Copyrights to Passion Peers. Not to be reused without permission Leadership Support Board has a significant role to play in Digital. 10% 10% Percentage of Companies with “Highly Digital” Boards1 Percentage of Companies with “Partially Digital” Boards2 80% Percentage of Companies with “Non- Digital” Boards3 1 “Highly Digital” Boards have at least two Digital Directors 2 “Partially Digital” Boards have at least one Digital Director 1 “Non-Digital” Boards do not have any Digital Directors
  26. 26. 26© 2016 - Copyrights to Passion Peers. Not to be reused without permission It has to be Top- Down McDonalds has a digital transformation team where the leaders are from tech companies like Facebook, Yahoo, Microsoft. Russell Reynolds – 2014 Digital Board Study
  27. 27. 27© 2016 - Copyrights to Passion Peers. Not to be reused without permission Who owns the customer experience? Answer is everyone. 5. Cross Functional Teams- Organization Re-alignment
  28. 28. 28© 2016 - Copyrights to Passion Peers. Not to be reused without permission Cross Functional TeamsMarketing&Comm CustomerCare Sales HR IT DigitalMarketing Marketing&Comm CustomerCare Sales HR IT Digital Transformation Digital Marketing does NOT mean Digital Transformation Strategy & Product Design Technology Marketing Sales and Analytics
  29. 29. 29© 2016 - Copyrights to Passion Peers. Not to be reused without permission Enabling Digital Mindset Corporate Learning e.g. Digital Marketing with Design Thinking Shift from Short Term Campaigns to Long Term Strategy Data Driven Ecosystem Test and Learn Know the emerging trends for the business.
  30. 30. 30© 2016 - Copyrights to Passion Peers. Not to be reused without permission Corporate Learning Framework Digital & Social Media Marketing Customer Experience & Design Integrated Marketing Communication Social CRM Setup & Strategy Digital & Social Media Marketing Customer Experience & Design Integrated Marketing Communication Social CRM Setup & Strategy Internet of Things Foundation of Digital Banking & FinTech Foundation of E- Governance & E-learning Foundation of Digital Healthcare Core Functional Courses Emerging Themes Courses
  31. 31. 31© 2016 - Copyrights to Passion Peers. Not to be reused without permission At least 40% of all businesses will die in the next 10 years… if they don’t figure out how to change their entire company to accommodate new technologies” – John Chambers, Executive Chairman, Cisco System “ 6. Adopting Relevant New Technologies
  32. 32. 32© 2016 - Copyrights to Passion Peers. Not to be reused without permission Agile Software Development Legacy IT Architecture New Apps and Databases Customer Facing: Integrates Data and customer behavior High Speed Systems Easy re-iterating and prototyping tools for improved UX Design Russell Reynolds – 2014 Digital Board Study
  33. 33. 33© 2016 - Copyrights to Passion Peers. Not to be reused without permission Adopt Relevant New Technologies Virtual Reality (e.g. on social FB) Internet of Things (IoT) or Wearable's Fintech for Banks Mobile Apps Web E-Business Digital Marketing Digital Business Autonomous Business 2000 2005 2017 2025 People Things Business + Smart Machines Gartner Symposium
  34. 34. 34© 2016 - Copyrights to Passion Peers. Not to be reused without permission Adopt Relevant New Technologies Gartner Symposium
  35. 35. 35© 2016 - Copyrights to Passion Peers. Not to be reused without permission 7. Making Digital Use Cases Source: CXOWeekly Innovation Capability Transformation Capability IT Excellence Customer Centricity Effective Knowledge Worker Operational Excellence •  Effective innovation Process •  Innovation Partnerships •  Customer Co- creations •  Digital Leadership Process •  Digital Communication Company •  Cultural Pulse- check •  Real-time Insight into Vehicle Data •  Dynamic Plug- and-Play Sourcing •  Flexible Infrastructure and Architecture •  Third-party System Integration •  Digital Security and privacy •  Mobile Order Fulfillment •  Customer self service e.g. self billing •  Channel consistency •  Personalized value added services and pricing •  Customer Profiling •  Enterprise Learning Platform •  Cross Functional Collaboration •  Operational decision-making empowerment •  Industrial operations •  End-to-end service monitoring e.g. active tracing •  Service product catalog •  Online collaboration Logistics Digital Enterprise 2020
  36. 36. 36© 2016 - Copyrights to Passion Peers. Not to be reused without permission 8. Business Priority Assessment Source: CXOWeekly Must Haves Quick Wins BI Cloud Service Real-time analytics Facebook based Client Polls Location based Mobile Offerings Digital Use Case G Don’t Touch Low Hanging Fruits Digital Use Case Z Digital Use Case F Digital Use Case E Ease of implementation Businessbenefits low low high high
  37. 37. 37© 2016 - Copyrights to Passion Peers. Not to be reused without permission 9. Roadmap Source: CXOWeekly Digital EnterpriseReal-time analytics Digital Use Case G Digital Use Case Z Digital Use Case F BI Cloud Service Facebook based Client Polls Digital Use Case E Location based Mobile Offerings 2013 2014 20152012 Effective Knowledge WorkerIT Excellence OperationalExcellenceCustomerCentricity BusinessTransformationManagementMethodology(BTM) InnovationManagement
  38. 38. 38© 2016 - Copyrights to Passion Peers. Not to be reused without permission 10. Making a Case and Starting Off Businesses will be out of business if they don’t start now.
  39. 39. 39© 2016 - Copyrights to Passion Peers. Not to be reused without permission Summary 1 With Digital Transformation becoming a priority in Asia, Customer Experience has become key. 2 User Experience Professionals have a bigger and vital role to play becoming critical in the CX framework. 3 There are 10 steps that organizations can follow to kick start their journey to become digital enterprise.
  40. 40. 40© 2016 - Copyrights to Passion Peers. Not to be reused without permission THANK YOU! kanik@passionpeers.com www.passionpeers.com /kanikaagarwaltech @DigitalKanika Q&A

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