A Study of Digital Business Transformation which is the need of the hour in the IT industry. It also showcases the need for B2B platform for a business transformation.

1. Submitted by
Tushar Sharma
PGDM-E
150301007

2. WHY
TRANSFORM
WHAT TO
TRANSFORM
HOW TO
TRANSFORM

3.  Why transform?
The why transform question is the starting point of all digital business
transformations. As transformation is challenging, organizations need to
be clear on the justification for change.
 What to transform?
Once the motivation for transformation has been clarified (the answer to
the why transform question), the next stage of the journey begins – what to
transform? Digital business transformation can take many forms and
smart transformation requires prioritization.
 How to transform?
Tools help to answer the ‘what’ to transform question. It is important to
have a clear idea of where transformation is required, and in what order it
should be tackled. However, knowing what to do and how to do it are two
very different challenges.

5. Market Sensing
* Formulate and
test market views
* Inform and
guide decision
making
Defining the market
* Market segmentation
*Determining segments
of interest
Monitoring Competition
* Competitor analysis
* Improving monitoring
performance
Assessing customer value
* Value assessment
methods
* Customer value
management
Gaining Customer
feedback
* Customer satisfaction
measurement
* Net promotor score
Understanding Value
** Market Sensing
Market sensing enables business market managers to formulate,
test, revise, update and refine their market views, which are simplified representations of the marketplace.

6.  Understanding firms as customers
The process of learning how companies rely on a network of suppliers
to add value to their offerings, integrate purchasing activities with
those of other functional areas and outside firms, and make purchasing
decisions
 Crafting Market strategy
This is the process of studying how to exploit a business’s resources to
achieve short term and long term market place success, deciding on a
course of action to pursue and flexibly updating it as learning occurs
during implementation.

7.  Creating Value
The firm puts its understanding of business market value to use
in creating value for the market segments and customer firms
that it has decided are of greater interest. Creating value is
composed of business market processes of managing market
offerings, new offering realization and business channel
management.
 Managing Market Offerings
 New Offering realization
 Business Channel management

8. Delivering Value
Prospecting
* Generating Leads
* Handling Inquiries
* Qualifying prospects
Assessing Fit
* Building the Value Stack and linking to
decision making stack
* Scheduling the first meeting
* Learning prospects requirements and
preferences
Gaining the initial order
* Demonstrating value
*Negotiating the first sale
Fulfilling the Initial
Order
*Coordinating Supplier functions
* Completing the transaction
* Deciding to do business together
Delivering Value

9. Capgemini- Navigate Digital Transformation
The following is a framework developed by Capgemini at MIT labs which it employs to understand
its client and lead a digital transformation for them.

10. Some of these changes are listed below:-
 Helping a yellow pages company transform into an online leader
 Refining the digital ecosystem for a major national government
 Developing a digital strategy for a major music company
 Defining a smart home strategy for a major utility company
 Establishing the digital marketing organization for a global mobile handset
manufacturer
 Designing a new operating model of a global distribution company
 Creating a multi-channel solution for a leading retail bank to deliver an integrated
customer experience – multi-channel

11. Crestech Global
 CresTech is a specialized software testing and QA services provider with 300+
consultants spread across its 3 delivery centers at India, USA and Australia.
 CresTech is the first (India headquartered) Independent software testing
company to be assessed at CMMI Level 3 SVC.
 CresTech works with its global clients in the areas of test automation, mobile QA
transformation, cloud migration testing, and end user experience management
that includes performance and security testing.
 Leveraging innovation at its core (with 3 provisional patents to its credit),
CresTech is trusted by Fortune 500 enterprises and start-ups alike to help them
in their QA programs worldwide.
 Gartner has positioned CresTech in the panel of 10 World’s best Pure-Play
Testing Service Providers in Multi-domain Skills category.
 CresTech is CMMI Level 3 SVC 1.3 assessed independent testing company
headquartered in Noida, India.
 CresTech, a leader in Outsourced Software Testing Services Company providing
Consulting, Services, Training and Products to the corporate houses, has been
recognized as one of the 50 fastest-growing technology companies in India, and
one of the 500 fastest in Asia Pacific. CresTech was part of NASSCOM top 50
emerging companies in India year 2009.

12. Company Highlights
Solutions
 Product Quality Management
 Application Performance Management
 Test Automation Solutions
 Application Security Management
 Mobile Testing Solutions
 Specialized Testing Solutions
 Test Optimizations & Transformation Solutions
Products
Crestech have built a set of tools and methodologies that QA community
around the world is using to make their life easier and deliver better
quality.
 Opkey
 CSAC
 Optest
 Test Accelerators
 SelKey

13. Clients
Crestech serve a large number of clients across different verticals,
some of these are listed below.
 Sapient
 Accenture
 HCL
 Adobe
 Paytm
 Genpact
 Intel
 CSC
 COLT
 Brickred
 Fidelity

14. Market
Research
Information
Customer
Use
information to
design market
offerings
Continuous
Enhancements
Crestech Framework

15. Understand Value
Crestech Global is a Software testing firms, one of the independently sustaining company at
CMMI 3 level and striving for Level 4. The customers at the organization are perceived in a
naïve fashion.
 This is a firm that rose up from the level of training solution provider to testing products
and services supplier.
 They have segmented themselves at par amongst others with the value proposition lying
in the distinguished service field. The work on the pure play model business model has
provided them the diversity amongst geographies.
 The marketing team of the company floats research to identify the prospects and
understand what the market of the various geographies. The team comprising of young
enthusiasts pours in new ideas altogether and catches the crux of the customers.
 The customers are targeted by the sales team in an orderly fashion. They have a self-
designed process which is integral part of the company. The organization has penetrated
to Australian and American soils apart from serving their own nation. The target
companies are sought after via various trade shows and IT departments meetings and
reviews round the year. They are searched via and aggressive digital marketing team
which constantly boosts the presence of company portraying their value position in the
market and positioning them apart from the competitors.

16. Technology Delivery
Process
Research & Development
Technology Integration
Efficiency, Effectiveness,
Learning
Product Delivery process
Concept to launch
Manufacturing process
Customer Delivery
process
Distribution
Info mediation
Value based strategies
Pricing
Communication
Value Creation- Process
Creating Value

17. 1. Product segmentation
 Application testing services
Product testing services
2.Segmentation by end-users
 BFSI
Financial services
Media
Telecommunications
Others

18. Crestech’s positioning had developed a sense of pride and
trust via its customers which is evident from the below
mentioned factors:
 CMMI Level 3 SVC 1.3 Assessed
CresTech follows Quality Management practices as per the norms of SEI CMMI practices.
 Customer Delight our Pride
CresTech customer oriented model helps it to adjust to the unique client needs and provide a seamless
solution adding significant value to the customer.
 Innovative Solutions to Customer Problems
With a highly intellectual team, Crestech provide innovative solutions to customer in order to give
cost and time effective solution to the customer.
 Long Term Solutions
It provides Long Term Solutions giving maximum ROI to the customer. Framework building, Team
bootstrapping and Service Support are just a few solutions.
 Globally Renowned Testing Experts
The Testers and Certified and Experienced Testers backed by team of globally renowned Testing
Experts understanding the one of a needs of client and working to client’s satisfaction.
 Expertise Across Varied Domains
The software testing services span across enterprise such as Banking and Finance, Insurance, Media
& Entertainment, Telecom, ERP and Travel and Tourism. High understanding of Quality, Test
engineering and processes.

19. Crestech delivers value to its target customers by engaging with them through the
below mentioned modes:-
 Social Media
 LinkedIn Leads
 Corporate trainings
 Webinars
 Case studies/ Whitepapers/ Blogs
 Trade Shows
 Coverage on leading portals
Delivering Value

20. Understanding Crestech from Capgemini MIT
digitization model
The organization has worked on the following three parameters:-
1. Customer Experience
The customer understanding and is well defined but not yet scoped under analytics to that extent. This is a
growing firm which is trying to establish a footprint in the western countries. Hence, implementing
analytics can provide better insight on customer understanding. The top line growth points and customer
touch points are well catered to.
1. Operational Process
The organization has mobile platform for clients, customers and workers which provides a 24*7
availability of resources for the clients that work on 24 hrs. offshore-onsite model which is especially
prevalent in IT industry. The performance management is catered to via internal tools however, data driven
decision making has to be taken up to core with a dedicated team taking care of this task.
1. Business Model
The digitally modified business and digital globalization is providing a helping hand to the organization
after they revamped their digital footprint in the global market. The enterprise integration and shared
services is driving a low margin business in this highly competitive environment.

21. Challenges Faced by Crestech’s marketing team on Digital Platform
 Content marketing & Quality
 Video presence to generate queries and leads.
 Mobile Marketing - Website
 Changing sales tactics for an audience that is already 85 per cent
through the sales journey.
 Providing business as prospects glance at the web.
 Successful campaigns.
 Targeting Primary audience via digital space.
 Marketing and Sales Data management
 Tracking Leads – Analytics
 Authenticity of leads via digital medium
 Engaging Social Media

22. References
 https://www.accenture.com/_acnmedia/Accenture/Conversion-
Assets/DotCom/Documents/Global/PDF/Digital_1/Accenture-Digital-
Transformation-B2B-spotlight.pdf
 https://www.capgemini-consulting.com/digital-transformation
 http://wiprodigital.com/
 https://www.cognizant.com/InsightsWhitepapers/a-framework-for-
digital-business-transformation-codex-1048.pdf
 http://www.imd.org/uupload/IMD.WebSite/DBT/Digital%20Business
%20Transformation%20Framework.pdf
 http://crestechglobal.com/