The six crucial elements for a dramatically changing business environment.

1. Copyright © 2016 Tata Consultancy Services Limited
The Responsive Enterprise:
Capitalizing on Disruptive Change
Krishnan Ramanujam, Vice President and Global Head – Consulting & Enterprise Solutions
February 2016
PERSPECTIVES
Volume 7 | Chapter 1

2. Companies that react first and
best to cross-currents in their
markets are the ones that
survive
Apple’s phenomenal success was
a result of focusing its
formidable design, packaging,
and marketing powers on the
new forms of digital technology
Walmart adapted to the
internet’s threat and now has a
thriving ecommerce business
Surviving and thriving in a sea of change
@

3. Monitor and
improve customer
experience across
all channels
Install
technologies that
enable new
processes for
marketing, selling
to, and servicing
customers
Speed up
product and
service
innovation for
changing
customer needs
Fundamental areas that demand change
Achieve business
model innovation

4. Being responsive is easier said than done
A responsive enterprise
transforms the way it organizes
business processes and IT, and
how it pursues market
opportunities.
Transformation can be difficult
for successful, experienced
executives who resist new ways
of doing business.
GE was slow to recognize the
need for change but is now
rapidly returning to its roots as
an industrial products company,
while growing a services
business around it.

5. Six elements of a responsive enterprise
Business Strategy +
Operations Design +
IT Design
All Aboard the
Change Express
Rapidly Implementable
Enterprise SystemsDigital DNA
Skills and Talent for
Differentiation
Detection of the Need
for Business Model
Innovation

6. Senior executives
need to believe
that digital
technologies have,
and will continue to
revolutionize their
industry
In a responsive
enterprise, digital
DNA represents the
worldview and
insights that guide
executives’ thinking
about the business
Leaders should
build a clear
understanding of
what customers
value and how
digital technologies
can help deliver it
1. Build digital DNA at the top

7. Standardizing
processes by
implementing
enterprise systems
on the cloud
Redesigning the
customer experience
through focused,
speedy trials for new
processes
Optimizing the supply
chain in response to
product proliferation,
micro-segmentation
of customers, and the
Internet of Things
2. Meld strategy, operations design, and IT
Companies must simplify their business models by:

8. Customer-facing functions
need standard systems to
support business processes
Waterfall approaches should be replaced with
agile development techniques that combine
business process design, software development,
and IT operations
Standardization and cloud-based
software will help companies build new
systems faster
3. Rely on enterprise systems

9. Companies need to grow and attract
talent for the new roles created by
digital technologies: data scientists,
IoT experts, and digital and social
media marketers.
Among the most important are
Big Data number-crunchers who
can provide accurate insight into
the effectiveness of products
and processes.
Retraining employees with the
ability and desire to master new
skills is imperative, as new
talent may be difficult to find.
4. Build skills and attract talent

10. Companies need to
‘sense and respond’,
and identify emerging
technologies that are
truly disruptive
Managers must set
aside time to
understand business
model implications of
technologies and test
new business models
5. Nurture business model innovation

11. Multiple changes – in
business models, processes,
technologies, and skills –
pose a significant challenge
for leaders
Managing cultural change through clear
communication and organizational design
is key to the success of IT enabled
transformation initiatives
Senior managers must harness the
continuous customer feedback
from digital media to reshape their
companies’ futures
6. Get on board the fast-moving train

12. IT Services
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Capitalizing on Disruptive Change
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