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Rethink and Realign for Digital Transformation Success

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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

Veröffentlicht in: Technologie
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Rethink and Realign for Digital Transformation Success

  1. 1. Rethink and Realign for Digital Transformation Success facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient #PerficientDigital
  2. 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. 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. 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. 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. 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. 7#PerficientDigital Crafting a vision that works for your company
  8. 8. New digital experiences drive changes in expectations
  9. 9. 9© 2014 Forrester Research, Inc. Reproduction Prohibited Inside-out Capabilities Processes Technologies Resources Service Replace your inside-out viewpoint . . .
  10. 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. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Companies must rethink how they create value for customers Old New
  12. 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. 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. 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. 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. 16#PerficientDigital Understanding where you are on your Journey
  17. 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. 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. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Four dimensions of digital maturity
  20. 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. 21#PerficientDigital CREATE customer experiences customer insight strategy design process A CXIQ MATURITY ASSESSMENT
  22. 22. 22#PerficientDigital operations enabling technologies A CXIQ MATURITY ASSESSMENT DELIVER customer experiences measurement customer insight strategy design process
  23. 23. 23#PerficientDigital operations enabling technologies A CXIQ MATURITY ASSESSMENT CREATE, DELIVER & SUSTAIN customer experiences measurement customer insight strategy design process culture
  24. 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. 25#PerficientDigital Making the business case for digital transformation
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Digital
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 28
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 Digital Bolt-on is not a winning strategy.
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 A customer value oriented strategy pays dividends
  31. 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. 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. 33#PerficientDigital CX ADAPTERS REAP BENEFITS Increase in Company Value = Increase in Customer Retention 10 Source: Bain & Company Study % 30%
  34. 34. 34#PerficientDigital Using digital transformation strategy and vision to drive tactical initiatives
  35. 35. 35© 2014 Forrester Research, Inc. Reproduction Prohibited
  36. 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 Source: June 2014 “Emerging Business Technology Priorities” Seek the customer experience zone of disruption
  37. 37. © 2015 Forrester Research, Inc. Reproduction Prohibited 37 Digitize end to end customer experiences Source: Direct Energy
  38. 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. 39. Scale experience through trusted machines
  40. 40. © 2015 Forrester Research, Inc. Reproduction Prohibited 40 Digitize for agility over efficiency
  41. 41. 41#PerficientDigital Experience Strategy & Design Implementation Road Maps & Platform Selection Industry Expertise Operational Alignment CROSS-DISCIPLINARY APPROACH
  42. 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. 43#PerficientDigital Uncovering and managing technology gaps
  44. 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. 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. 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. 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. 48#PerficientDigital QUESTIONS? Please submit your questions in the chat box
  49. 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. 50#PerficientDigital DOWNLOAD YOUR GUIDE TODAY http://www2.perficient.com/DT-Success DIGITAL TRANSFORMATION PART ONE: LAYING THE GROUNDWORK FOR SUCCESS

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